US Fruit and Vegetable Cleaners Market Size was estimated at 1.89 (USD Billion) in 2023. The US Fruit and Vegetable Cleaners Market Industry is expected to grow from 2.5(USD Billion) in 2024 to 6.5 (USD Billion) by 2035. The US Fruit and Vegetable Cleaners Market CAGR (growth rate) is expected to be around 9.075% during the forecast period (2025 - 2035).
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
The US Fruit and Vegetable Cleaners Market is experiencing significant growth driven by increasing consumer awareness regarding food safety and hygiene. Health-conscious consumers are prioritizing the cleaning of fresh produce to reduce exposure to pesticides, bacteria, and contaminants. This trend is amplified by media coverage of foodborne illnesses, prompting a proactive approach to food preparation. Moreover, the rise of organic and locally sourced fruits and vegetables has led consumers to seek proper cleaning solutions that align with their health values. There are notable opportunities in the market for natural and eco-friendly cleaning products, as more consumers are leaning towards sustainable options.The demand for chemical-free and biodegradable cleaners is rising, with a preference for ingredients that are safe for both health and the environment. Innovations in product formulations that maintain high efficacy while being environmentally friendly can capture a significant share of this growing segment. Trends in recent times highlight a shift towards convenience, with busy consumers looking for time-efficient solutions. This has led to increased interest in ready-to-use fruit and vegetable cleaners available in spray bottles and wipes. Packaging innovations that enhance user experience, such as resealable designs or convenience sizes, are also gaining traction in the market.As e-commerce platforms become central to consumer shopping experiences, online availability and direct-to-consumer sales channels are becoming increasingly important for reaching a wider audience. The overall awareness and demand for effective cleaning solutions for fruits and vegetables are continuously evolving, reflecting broader changes in consumer preferences in the US market.
US Fruit and Vegetable Cleaners Market Drivers
Increasing Consumer Awareness About Food Safety
In the US, consumer awareness regarding food safety is continuously increasing, leading to higher demand for fruit and vegetable cleaners. According to the United States Department of Agriculture (USDA), approximately 48 million people in the US get sick from foodborne illnesses each year, which translates to about 1 in 6 Americans. This growing concern drives consumers to seek effective cleaning solutions to reduce pathogens and contaminants on produce, thereby directly benefiting the US Fruit and Vegetable Cleaners Market Industry.Established organizations like the Centers for Disease Control and Prevention (CDC) actively promote guidelines for proper food handling and cleaning practices, further fueling market growth. The public health initiatives highlight the importance of washing fruits and vegetables, which serves as a significant driver for cleaner products in this growing market segment.
Rise in Organic Produce Demand
The increasing consumer preference for organic fruits and vegetables significantly influences the US Fruit and Vegetable Cleaners Market Industry. According to the Organic Trade Association, organic food sales have reached approximately 62 billion USD in 2020, with organic fruit and vegetable sales accounting for a substantial segment of this figure. As organic produce is often perceived as healthier, consumers are more concerned about their cleaning and handling processes, thereby enhancing the demand for specialized cleaners.The US government, through policies promoting organic farming, has further stimulated this trend, influencing market growth positively by fostering an environment where cleaner solutions are deemed essential.
Health-conscious Consumer Trends
As consumers in the US become increasingly health-conscious, there is a positive correlation with the demand for products that support healthy eating habits, including fruit and vegetable cleaners. With a prominent shift towards fresh produce consumption, the USDA reports that fruits and vegetables make up about 90 percent of the recommended daily intake of food for health benefits. Consequently, consumers feel compelled to ensure their produce is clean and safe, driving the growth of the US Fruit and Vegetable Cleaners Market Industry.Major food brands and retailers are capitalizing on this trend by offering cleaner options, enhancing product visibility and access for health-focused consumers.
The US Fruit and Vegetable Cleaners Market is categorized primarily by Product Type, featuring Liquid and Sprays, Wipes, and Others, each addressing unique consumer needs and preferences. Liquid and Sprays represent a dynamic segment within the market, largely favored for their ease of use and effective cleaning properties, making them a common choice among households and food service establishments seeking to eliminate pesticide residues and contaminants from produce. They often appeal to health-conscious consumers who prioritize safe consumption of fruits and vegetables.Meanwhile, the Wipes segment provides convenience for on-the-go consumers, allowing quick and efficient cleaning without the need for additional water or tools, which is particularly popular among busy families and individuals. Lastly, the Others category encompasses various innovative products such as wash fruits and vegetables, formulated to meet the increasing demand for natural, eco-friendly cleaning solutions, aligning with the trends towards sustainability and product safety. Overall, the segmentation demonstrates how consumer preferences in the US are shaping the evolution of cleaning products, leading to a broader range of options that are both efficient and aligned with lifestyle choices, fostering significant market growth and development.As the market continues to expand, the diverse product types will play crucial roles in fulfilling consumer demands while addressing the growing importance of health and hygiene amidst changing food safety standards.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
The US Fruit and Vegetable Cleaners Market shows a significant focus on the Category segment, encompassing variants such as Scented and Plain cleaners. This market is shaped by increasing health consciousness among consumers, propelling the demand for effective cleaning solutions for fresh produce. Scented cleaners add an appealing fragrance, enhancing user experience while addressing consumer preferences for cleanliness and freshness. On the other hand, Plain cleaners appeal to a segment that favors simplicity and effectiveness, resonating with those concerned about chemical content in food products.As consumer awareness grows regarding the presence of pesticides and contaminants on fruits and vegetables, the need for specialized cleaning products is expected to rise. The market dynamics also reflect a trend toward natural and organic formulations, as many consumers seek products that align with their health and wellness goals, giving Scented and Plain cleaners a competitive edge. These dynamics are crucial as the US Fruit and Vegetable Cleaners Market segmentation continues to evolve, driven by changing consumer behaviors and preferences.The ongoing development of innovative cleaning solutions presents opportunities to capture a wider customer base while addressing the challenges posed by the growing demand for chemical-free options.
The End-Use segmentation of the US Fruit and Vegetable Cleaners Market reveals a diverse landscape, primarily categorized into Household, Commercial, and Institutional applications. The Household segment sees significant engagement as consumers increasingly prioritize food safety and hygiene, driving the demand for fruit and vegetable cleaners in residential kitchens across the country. Meanwhile, the Commercial segment is largely dominated by restaurants and food service operations, where cleanliness is paramount to ensure compliance with health regulations and to enhance customer satisfaction.The Institutional sector, covering facilities such as schools and hospitals, also plays a vital role due to a rising awareness of the importance of sanitation in preventing foodborne illnesses. This growing focus on hygiene is further influenced by ongoing public health campaigns in the US, increasing the market opportunity for effective cleaning products. Overall, these segments indicate a strong alignment with health trends and consumer preferences, supporting continued growth as a response to shifting behavior and increased spending on food safety measures.
The US Fruit and Vegetable Cleaners Market has been evolving with increasing consumer awareness of food safety and the importance of washing produce to remove pesticides, bacteria, and other contaminants. In this competitive landscape, various brands have emerged, introducing innovative and effective cleaning solutions tailored for fruits and vegetables. The market comprises established players and new entrants, each striving to gain a foothold through unique value propositions, marketing strategies, and product differentiation. Companies are focusing on natural and organic ingredients, appealing to health-conscious consumers looking for safer and eco-friendly options. The competition is characterized not only by product efficacy and ingredient transparency but also by market reach and the ability to adapt to shifting consumer preferences towards sustainable products. Nature's Care has carved out a significant presence in the US Fruit and Vegetable Cleaners Market with its commitment to providing natural cleaning solutions. The company focuses on using plant-based ingredients that resonate well with environmentally conscious consumers. Strengths of Nature's Care lie in its strong brand reputation for quality and effectiveness, alongside its robust distribution networks that ensure product availability across various retail channels. The company emphasizes transparency in sourcing and production, which builds trust and loyalty among its customer base. Additionally, the increasing trend towards organic and clean-label products supports Nature's Care's position as a frontrunner in the market, enabling it to cater to those who prioritize health and wellness in their everyday choices.Seventh Generation operates in the US Fruit and Vegetable Cleaners Market with a strong emphasis on sustainability and environmental stewardship. The company's product line includes plant-based fruit and vegetable cleaners designed to meet the growing demand for non-toxic and biodegradable cleaning solutions. Seventh Generation's strengths include its substantial market presence, innovative product formulations, and a commitment to using 100% recycled packaging, which aligns with the values of eco-conscious consumers. The company has been actively involved in promoting awareness about sustainable practices and often engages in partnerships that enhance its market visibility. With a diverse range of cleaning products, including specialized formulations for organic produce, Seventh Generation continues to capture the attention of this market segment. Furthermore, its history of strategic mergers and acquisitions has bolstered its competitive position, driving growth and expanding its reach within the US Fruit and Vegetable Cleaners Market.
Key Companies in the US Fruit and Vegetable Cleaners Market Include
US Fruit and Vegetable Cleaners Market Industry Developments
The US Fruit and Vegetable Cleaners Market has seen significant developments recently, particularly with a growing consumer inclination towards natural and organic products, driving brands like Nature's Care, Seventh Generation, and Dr. Bronner's to innovate their offerings. The COVID-19 pandemic heightened awareness of health and hygiene, positively influencing demand in this sector. In September 2023, Procter and Gamble announced a product enhancement strategy for its cleaning line, which includes fruit and vegetable cleaners, focusing on sustainability and effectiveness. Meanwhile, a notable merger was reported in May 2023, where Arm and Hammer acquired EcoSMART to bolster their eco-friendly product portfolio, aiming to expand market reach and innovation capabilities within the organic space. The market valuation has seen a substantial growth rate due to these trends, with consumers increasingly prioritizing health-safe cleaning solutions. In previous years, particularly around January 2022, strong regulatory support and educational campaigns regarding food safety cleaning products contributed to increased sales, benefitting brands like Purell and Mrs. Meyer's Clean Day. Overall, the shift towards organic and health-focused solutions continues to shape the landscape of the US Fruit and Vegetable Cleaners Market significantly.
Fruit and Vegetable Cleaners Market Product Type Outlook
Fruit and Vegetable Cleaners Market Category Outlook
Fruit and Vegetable Cleaners Market End-Use Outlook
| Report Attribute/Metric Source: | Details |
| MARKET SIZE 2018 | 1.89(USD Billion) |
| MARKET SIZE 2024 | 2.5(USD Billion) |
| MARKET SIZE 2035 | 6.5(USD Billion) |
| COMPOUND ANNUAL GROWTH RATE (CAGR) | 9.075% (2025 - 2035) |
| REPORT COVERAGE | Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| BASE YEAR | 2024 |
| MARKET FORECAST PERIOD | 2025 - 2035 |
| HISTORICAL DATA | 2019 - 2024 |
| MARKET FORECAST UNITS | USD Billion |
| KEY COMPANIES PROFILED | Nature's Care, Seventh Generation, Purell, EcoSMART, Plum Organics, Spray 'n Wash, Procter and Gamble, Arm and Hammer, Reckitt Benckiser, Mrs. Meyer's Clean Day, Ecover, Dr. Bronner's, Simple Green, MaryRuth Organics, ColgatePalmolive |
| SEGMENTS COVERED | Product Type, Category, End-Use |
| KEY MARKET OPPORTUNITIES | Organic and natural product demand, Rising health consciousness among consumers, Growing e-commerce sales channels, Increasing concerns over pesticide residues, Innovative packaging solutions for convenience |
| KEY MARKET DYNAMICS | rising health consciousness, increasing organic produce demand, growing food safety concerns, environmental sustainability preferences, innovation in product formulations |
| COUNTRIES COVERED | US |
Frequently Asked Questions (FAQ) :
The US Fruit and Vegetable Cleaners Market is expected to be valued at 2.5 USD Billion in 2024.
The projected market value for the US Fruit and Vegetable Cleaners Market in 2035 is 6.5 USD Billion.
The expected CAGR for the US Fruit and Vegetable Cleaners Market from 2025 to 2035 is 9.075%.
Liquid and Sprays hold the largest market share, valued at 1.25 USD Billion in 2024.
The market value for Wipes in the US Fruit and Vegetable Cleaners Market is projected to reach 2.0 USD Billion by 2035.
Major players in the US Fruit and Vegetable Cleaners Market include Nature's Care, Seventh Generation, and Procter and Gamble.
The anticipated market value for the Others category in 2024 is 0.5 USD Billion.
Growing consumer health awareness and demand for organic products are key growth opportunities in this market.
Challenges include market competition and the need for compliance with strict regulations.
Liquid and Sprays are expected to dominate the growth rate, reflecting strong consumer preference in the forecast period.
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