Vertical: CFnBBase Year: 2018
Market Size (2018)
$3.85B
Projected (2025)
$5.03B
CAGR (2017–2025)
3.9%
Key Players
10+
The global fresh herbs market is expected to grow at a notable pace during the forecast period. The growth can be attributed to the rising preference for packaged fresh herbs and increasing popularity of cross-cultural cuisines. Moreover, the increasing demand for organic fresh herbs is expected to create lucrative growth opportunities for the market players.
The Fresh Herbs Market market is projected to grow at a CAGR of 3.9% from 2017 to 2025.
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View Subscription PlansFresh herbs are leafy greens that are used as flavoring agents for culinary purposes. They are also used to garnish dishes. Some common types of herbs include basil, chives, coriander, parsley, mint, and thyme. They are available as whole packed, cut packed, and potted.
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View Subscription PlansResearch Process
Wantstats analysis is based on interviews with industry experts who offer insight into the market structure, market segmentation, technology assessment, competitive landscape (CL), market penetration, as well as the emerging trends. Besides primary interviews (~80%) and secondary research (~20%), their analysis is based on years of professional expertise in their respective industries. Our analysts also predict where the market will be headed in the next five to 10 years, by analyzing historical trends and the current market position. Furthermore, the varying trends in segments and categories in each region are studied and estimated based on primary and secondary research
Primary Research
Extensive primary research was conducted to gain a deeper insight into the market and the industry performance. For this particular report, we have conducted primary surveys (interviews) with the key level executives (VPs, CEOs, marketing directors, and business development managers, among others) of the major players active in the market. In addition to analyzing the current and historical trends, our analysts predict where the market is headed in the next five years
Secondary Research
Secondary research was mainly used to collect and identify information useful for an extensive, technical, market-oriented, and commercial study of the global fresh herbs market. it was also used to obtain key information about major players, market classification and segmentation according to industry trends, geographical markets, and developments related to the market and technology. for this study, analysts have gathered information from various credible sources such as annual reports, sec filings, journals, white papers, corporate presentations, company websites, international organizations, and paid databases.
Market Size Estimation
Both the top-down and bottom-up approaches were used to estimate and validate the size of the market and to estimate the size of various other dependent sub-markets of the global fresh herbs market. The key players in the market were identified through secondary research, and their market contributions in different applications across the globe were determined through primary and secondary research. This entire process included the study of the annual and financial reports of the top market players and extensive interviews for key insights with industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares, splits, and breakdowns were determined using secondary sources and verified through primary sources. All the possible parameters that affect the market covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to arrive at the final quantitative and qualitative data. This data has been consolidated, and detailed inputs and analysis from Wantstats added before being presented in this report. The following figure shows an illustrative representation of the overall market size estimation process employed for the purpose of this study.
Base Year
2018
Historical Period
2017 – 2017
Forecast Period
2019 – 2025
Primary Interviews
150+
Historical data (2017–2018) and forecast period (2018–2025)
Our research process spans primary interviews with industry stakeholders combined with comprehensive secondary data analysis, validated through triangulation across multiple independent sources.
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View Subscription PlansPorter’s Five Forces Model
Michael Porter’s Five Forces model offers a framework to study the global fresh herbs market. Strategic business managers, trying to gain an edge over competing firms in the global fresh herbs market, can utilize this model to better comprehend the industry in which the company operates. The components of each of the forces and the degree of impact of each element in the context of the global fresh herbs market have been broken down and analyzed.
Threat Of New Entrants
The global fresh herbs market is fragmented due to the presence of several local and global players. The initial investments required for entering the global fresh herb market are moderate with the need for appropriate cultivation centers for herbs. Moreover, stringent regulations in certain regions restrict new entrants. For instance, entering the European market requires certifications and compliance with legal and non-legal standards. Though the entry barriers for new players are moderate, the prominence of established players significantly lowers the threat of new entrants. Moreover, the established market players have positioned themselves to target specific customers and, thus, have high brand recognition
Hence, the threat of new entrants in the global fresh herbs market is expected to be low.
Bargaining Power Of Suppliers
The suppliers in the global fresh herbs market are farmers cultivating fresh herbs. The production of most fresh herbs is regionally concentrated and is highly affected by environmental factors. This provides farmers and traders leverage over the market players. However, many fresh herbs producers enter into contract farming to ensure continuous, uninterrupted supply of raw materials, reducing the bargaining power of the farmers and traders.
Hence, the bargaining power of suppliers in the global fresh herbs market is expected to be moderate.
Bargaining Power Of Buyers
The buyers have several options available to them in the market as there are numerous market players offering products with limited differentiation at competitive prices. The presence of a large number of players in the market gives consumers variety and they can choose according to their convenience, reducing the switching costs for the buyers. Brand loyalty among the consumers in this market is also low. However, uncertain environmental conditions play a vital role in the availability of fresh herbs which lowers the bargaining power of buyers
Hence, the bargaining power of buyers in the global fresh herbs market is expected to be moderate.
Threat Of Substitutes
Fresh herbs are key ingredients in most cuisines as they determine the flavor, taste, and aroma of food products. Dried herbs are a direct substitute for fresh herbs owing to the increasing demand for convenience food products. However, for specific recipes and ethnic dishes, fresh herbs are used as a culinary addition which lowers the threat of substitution.
Hence, the threat of substitutes in the global fresh herbs market is expected to be moderate.
Intensity Of Rivalry
The global fresh herbs market is marked by a high intensity of rivalry due to the presence of numerous local and global manufacturers. The established players in the market are targeting competitors in terms of quality and price. The players in the market form partnerships with stakeholders in the supply chain to further increase market share.
Hence, the intensity of rivalry in the global fresh herbs market is expected to be high.
Market estimates by geography (2025)
InsightAsia Pacific leads with $1.88B by 2025, while Europe is projected to grow fastest at a 4.7% CAGR.
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View Subscription Plans| REGION | 2017 | 2018 | 2025 | CAGR | SHARE |
|---|---|---|---|---|---|
| North America | $861.00M | $1.02B | $1.21B | 4.3% | 24% |
| Europe | $992.30M | $1.19B | $1.43B | 4.7% | 28% |
| Asia Pacific | $1.48B | $1.66B | $1.88B | 3.0% | 37% |
| Rest of the World | $376.70M | $441.80M | $517.30M | 4.0% | 10% |
| Total | $3.71B | $4.31B | $5.03B | 3.9% | 100% |
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View Subscription PlansTotal Market Size
$5.03B
| APPLICATION | REVENUE ($B) | GROWTH RATE | MARKET PENETRATION |
|---|---|---|---|
| Others | $1.57B | 3.7% | 31% |
| Basil | $949.00M | 3.7% | 19% |
| Parsley | $890.00M | 4.0% | 18% |
| Coriander | $736.90M | 3.7% | 15% |
| Mint | $628.00M | 4.6% | 12% |
| Chives | $194.10M | 4.9% | 4% |
* Revenue projections based on 2025 estimates. Growth rates represent CAGR 2024–2030. Market penetration indicates current adoption rate within addressable market segments.
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Analytical insights on Fresh Herbs Market covering market dynamics, competitive landscape, and strategic outlook.
The Fresh Herbs Market market is projected to reach $5.03B by 2025, growing at 3.9% CAGR. The Others segment holds the largest share.
The global fresh herbs market is expected to register a notable growth rate during the forecast period. The growth of the foodservice industry and rising popularity of cross-cultural cuisines are driving the growth of the market. Moreover, increasing demand for organic fresh herbs offers significant growth opportunities to market players. However, volatile raw material prices are expected to restrain the growth of the market.
Globalization has led to an increase in global trade as well as tourism with increased exposure to various authentic ethnic cuisines. Consumers these days are willing to experiment with food habits and try new cuisines. This trend is being observed in both dine out and home-cooked foods and has contributed significantly to the sales of non-traditional/exotic fresh herbs in various countries. Globalization has also opened career opportunities across the globe which has resulted in the migration of populations. According to the United Nations Migration Report, the number of migrants in 2019 is estimated to be 272 million with the majority originating from India, Mexico, and China. The migrant population tends to reside in North America and Europe with the US, Germany, Russia, the UK, France, and Canada among the top 10 destinations. Immigrants bring with them the traditions and cuisines of their native lands, resulting in the rising popularity of cross-culture cuisines worldwide. For instance, tabbouleh is a parsley salad that is historically popular in Middle Eastern culture but is now widely available in the US.
The adoption of Western culture and cuisine by consumers in Asia has led to the increased demand for herbs such as rosemary, thyme, basil, and sage. Similarly, the rising popularity of Asian food in Europe and North America has resulted in the increased consumption of herbs such as coriander, bay leaf, and holy basil. Thus, the adoption of cross-cultural cuisines and eating habits is significantly boosting the growth of the global fresh herbs market.
Consumer awareness across the globe is rising with regard to the environmental and health impact of chemicals during food cultivation. Due to the increasing awareness regarding the negative impact chemicals can have on human health, consumers are shifting toward the use of organically cultivated and processed products. Thus, the global demand for organically produced foods is growing rapidly. According to Wantstats analysis, the global sales of organic food have increased by ~USD 82.0 billion from 1999 to 2017. This is further influencing the demand for natural and organic food ingredients. Along with North America and Europe, the adoption of organic food ingredients is increasing in Asia-Pacific, the Middle East, and Africa. Consumers in these regions are becoming aware regarding the benefits of organic products, which creates a lucrative opportunity for the producers of organic fresh herbs.
The prices of various fresh herbs are constantly fluctuating as they depend on production and demand. The major herb-producing countries are concentrated in Asia and Europe. Asia was the largest herb-producing region in 2018 with vast quantities exported to North America, Europe, and the Middle East. Globally, herbs production is highly volatile and is largely affected by environmental factors, such as rainfall, floods, and draughts, creating a gap in demand and supply. Political unrest in the countries where much of the world production is found also causes price fluctuations. According to Spice Board India, the average international prices of coriander have seen a decline from USD 2.76/kg in 2014 to USD 1.76/kg in 2015. Thus, fluctuations in the prices of fresh herbs are expected to restrain the growth of the market during the forecast period.
The fresh herbs market is fragmented with a large number of small and regional players operating in the market. There is stiff competition among these players with limited product differentiation. Moreover, the small and regional players have a strong hold on the market owing to their widespread presence, low prices, and conventional and established consumer bases. Consumers are reluctant to switch from traditionally used products as they have first-hand experience of product quality. Also, most consumers are price-sensitive, which further poses a challenge to the organized brands in establishing their dominance in the unorganized market.
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Profiles of 109 companies operating in the Fresh Herbs Market market, including revenue, employee count, and market positioning where available.
Showing 109 of 109 companies
Company Headquarters: Middlesex, UK Founded: 1946 Workforce: ~ 4,800 Company Working: Nomad Foods is a market leader in the frozen foods industry. The company has 13 manufacturing facilities across the world and generates maximum revenue from European countries, namely, the UK, Italy, Germany, Sweden, and France. Birds Eye, iglo, and Findus are the major brands contributing to the revenue of Nomad Foods with the latter two offering fresh herbs. The company invests significantly in research and development to create innovative and high-quality products
Company Headquarters: Milverton, UK Founded: 1982 Workforce: ~25 Company Working: Organic Herb Trading Company is a leading supplier of organic herb and spice ingredients. The company is engaged in the cultivation and distribution of over 500 species of herbs, spices, botanicals, superfoods, powders, extracts, oils, fats, butters, hydrosols, flavors, waxes, seaweeds, and teas. The company’s grade AA BRC-accredited cultivation and processing facility is located at Somerset, UK. It has a strong distribution network across the globe with a presence in more than 40 countries.
Company Headquarters: West Sussex, UK Founded: 2012 Workforce: ~30 Company Working: Langmead Herbs is engaged in the harvesting and marketing of herbs. The company has a 2,700-hectare farming facility near West Sussex. It offers potted herbs, cut herbs, microgreens, and mixed herbs in the domestic and international markets. However, the company focuses on the domestic market for revenue generation and has a diverse product portfolio and strong customer base across the UK.
Company Headquarters: Hampshire, UK Founded: 1951 Workforce: ~1,500 Company Working: Vitacress is a prominent player in the European market and is involved in the supply of fresh produce, specializing in watercress, salads, and fresh herbs. It operates as a subsidiary of Grupo RAR and has two subsidiaries, namely, Vitacress Salads Limited and Vitacress Portugal, S.A. The company offers its products through supermarkets and its own brand Steve's Leaves. It has cultivation and harvesting centers in the UK, Portugal, Germany, and Spain. The company has a direct presence in Spain, the Netherlands, Belgium, and Germany. It manufactures 20 million pots of living herbs and 60 million packs of fresh cut and bunched herbs per year.
Company Headquarters: Half Moon Bay, California, US Founded: 1985 Workforce: NA Company Working: Rocket Farms produces and markets indoor flowers, fresh cut herbs, and potted edibles. Rocket Farms is a key player in the global fresh herbs market and operates through the plants for living, herbs, and flowers business segments. The company has 12 dedicated growing facilities with 8 million square feet across the US to cultivate high-quality horticultural products. It distributes products through retail channels such as grocery stores, mass merchandisers, home and garden centers, and independent operators such as Costco, Wal-Mart, Safeway, Whole Foods, and Kroger.
Company Headquarters: Påarp, Skane County, Sweden Founded: 1995 Workforce: NA Company Working: Spisa Group is actively engaged in the cultivation and marketing of herbs and salads. It is a prominent fresh organic herb producer in Europe with sales of 50 million units of pot herbs and 40 million units of fresh packed herbs per year. The company operates through two business segments, namely, living pot herbs and fresh cut herbs. It has a presence in seven European markets including the UK, Sweden, Portugal, the Czech Republic, Poland, and Spain. Moreover, the company has a noticeable presence in the US market.
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Historical performance and future projections (2020–2030, USD Billion)
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