Outdoor Vegetable Growing in Australia - Market Research Report (2013-2028)
Melbourne, Australia
Last Updated: August 2023
ANZSIC A0123Revenue
$8.1bn
Past 5-Year Growth
Profit
$XXX.Xm
Employees
15,941
Businesses
4,872
Wages
$XXX.Xm
Outdoor Vegetable Growing in Australia industry analysis
Australia's diverse climates and soils allow a variety of vegetables to be produced across the country. Different crops' performance can change drastically from year to year, making for volatile output and revenue growth. Rising health consciousness, along with the growing popularity of diets like vegetarianism, has fuelled the industry's growth and elevated vegetable consumption in Australia. Industry revenue is expected to have surged at an annualised 7.5% over the five years through 2024-25, to $8.1 billion. This includes an anticipated rise of 4.4% in 2024-25. This growth has persisted despite ongoing challenges from substitute products, like undercover vegetables, and competition from imported processed vegetables. Recent falls in household discretionary income have also strained demand. Intense price competition from supermarkets has further pressured revenue and tempered industry gains, which was especially apparent in 2023-24.
Trends and Insights
- Rising health consciousness and plant-based diets’ growing popularity have significantly boosted vegetable consumption in Australia. These trends, along with favourable growing seasons, have boosted industry revenue.
- Export demand and plant-based diet trends have surged pulses' industry revenue share over the past five years. Trade agreements and rising demand for pulses as meat substitutes in vegetarian and plant-based diets have driven this soaring growth.
- Transport costs restrict regional outdoor vegetable growers to local markets. However, proximity to downstream markets helps minimise these costs and maintain product quality, while improvements in refrigerated transportation and urban development are gradually reducing regional barriers.
- The industry has low barriers to entry, contributing to its low concentration. Most growers are non-employing family businesses, reflecting the industry's limited economies of scale.
Industry Overview
Market size and recent performance (2013-2028)
Industry revenue has grown at a CAGR of 7.5 % over the past five years, to reach an estimated $8.1bn in 2023.
Trends and Insights
Consumers’ healthy eating trends favour the industry despite substitute threats and income hurdles
- Many factors influence vegetable consumption in Australia, including price, household income and health consciousness.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Rising health trends and regulatory support will boost industry revenue despite supermarket price pressures
- Retail supermarkets are forecast to continue leveraging their high power over growers, who must vie for supply contracts, to pressure the industry on prices.
Biggest companies in the Outdoor Vegetable Growing in Australia
| Company | Market Share (%)
2025 | Revenue ($m)
2025 |
|---|---|---|
Mitolo | 147.0 | |
Momack Produce Pty Ltd | 122.8 |
To view the market share and analysis for all 2 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Potatoes, Other root vegetables and Fruit vegetables. Potatoes is the largest segment of the Outdoor Vegetable Growing in Australia.
Trends and Insights
Export demand and plant-based diets’ rising popularity have surged revenue from pulses
- Pulses are seeds of leguminous plants.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- Grape Growing in Australia
- Citrus Fruit, Nut and Other Fruit Growing in Australia
- Under Cover Vegetable Growing in Australia
- Apple, Pear and Stone Fruit Growing in Australia
Complementors
- There are no industries to display.
International industries
- Vegetable Farming in the US
- Hydroponic Crop Farming in the US
- Potato Farming in the US
- Vegetable Farming in Canada
- Vegetable Growing in New Zealand
Table of Contents
About this industry
Industry definition
Industry growers produce vegetables and pulses outdoors in open fields.
What's included in this industry?
PotatoesFruit vegetablesLeafy and green vegetablesPulsesOnionsCarrotsSweet corn, chillies, artichokes, onion varieties (spring onions, leeks, shallots)Herbs and seedsCompanies
MitoloMomack Produce Pty LtdPurchase this report to view all 2 major companies in this industry.
Related Terms
FOOD IRRADIATIONMICRO IRRIGATIONWHOLESALE BYPASSIndustry Code
ANZSIC 0123 - Outdoor Vegetable Growing in Australia
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Rising health consciousness and plant-based diets’ growing popularity have significantly boosted vegetable consumption in Australia. These trends, along with favourable growi...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2013-2022) and forecast (2023-2028)
- Employees, including historical (2013-2022) and forecast (2023-2028)
- Businesses, including historical (2013-2022) and forecast (2023-2028)
- Profit, including historical (2013-2023)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Export demand and plant-based diet trends have surged pulses' industry revenue share over the past five years. Trade agreements and rising demand for pulses as meat substitut...
In this chapter
- Products & Services
- Major Markets
- International Trade
Key metrics
- Largest market segment and value in 2023
- Product innovation level
- Total imports, level and trend
- Total exports, level and trend
- Trade Balance
Charts
- Products & services segmentation in 2023
- Major market segmentation in 2023
- International trade, including imports by country and exports by country
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
- Recent trends in import and export volumes, country of origin or destination, and expected future trends
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Transport costs restrict regional outdoor vegetable growers to local markets. However, proximity to downstream markets helps minimise these costs and maintain product quality...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2023
Tables
- Number and share of establishments in each region in 2023
- Number and share of revenue each region accounts for in 2023
- Number and share of wages each region accounts for in 2023
- Number and share of employees in each region in 2023
Detailed analysis
- Geographic spread of the industry across Asia Pacific, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
The industry has low barriers to entry, contributing to its low concentration. Most growers are non-employing family businesses, reflecting the industry's limited economies o...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2018-2023
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Agriculture industries are dominated by small farms that are mostly owner-operated or family-run. The Outdoor Vegetable Growing industry is highly fragmented, with only a few...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2019 through 2023
- Major companies in the industry, including market share, revenue, profit and profit margin in 2023
- Overview of Mitolo's performance by revenue, market share and profit margin from 2017 through 2023
- Overview of Momack Produce Pty Ltd's performance by revenue, market share and profit margin from 2017 through 2023
Detailed analysis
- Description and key data for Mitolo, and factors influencing its performance in the industry
- Description and key data for Momack Produce Pty Ltd, and factors influencing its performance in the industry
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Outdoor vegetable growers are beholden to some widespread regulations. In particular, growers must ensure that their workers aren't underpaid and that grower-dealer relations...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2013-2028)
- Assistance historical data and forecast (2013-2028)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Improved growing conditions and capital investments to enhance efficiencies have benefited the industry. These trends, as well as consumers’ shift towards healthier diets, ha...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Investment vs. share of economy
Data tables
- Cash Flow & Debt Service Ratios (2013-2028)
- Revenue per Employee (2013-2028)
- Revenue per Enterprise (2013-2028)
- Employees per Establishment (2013-2028)
- Employees per Enterprise (2013-2028)
- Average Wage (2013-2028)
- Wages/Revenue (2013-2028)
- Establishments per Enterprise (2013-2028)
- IVA/Revenue (2013-2028)
- Imports/Demand (2013-2028)
- Exports/Revenue (2013-2028)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2013-2028)
- IVA (2013-2028)
- Establishments (2013-2028)
- Enterprises (2013-2028)
- Employment (2013-2028)
- Exports (2013-2028)
- Imports (2013-2028)
- Wages (2013-2028)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Australia include:
- Australian Bureau of Statistics
- Australian Taxation Office
- Australian Securities & Investments Commission
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Outdoor Vegetable Growing industry in Australia in 2024?
The market size of the Outdoor Vegetable Growing industry in Australia is $8.1bn in 2024.
How many businesses are there in the Outdoor Vegetable Growing in Australia industry in 2023?
There are 4,872 businesses in the Outdoor Vegetable Growing industry in Australia, which has grown at a CAGR of 0.4 % between 2018 and 2023.
Has the Outdoor Vegetable Growing industry in Australia grown or declined over the past 5 years?
The market size of the Outdoor Vegetable Growing industry in Australia has been growing at a CAGR of 7.5 % between 2018 and 2023.
What is the forecast growth of the Outdoor Vegetable Growing industry in Australia over the next 5 years?
Over the next five years, the Outdoor Vegetable Growing industry in Australia is expected to grow.
What are the biggest companies in the Outdoor Vegetable Growing market in Australia?
The biggest companies operating in the Outdoor Vegetable Growing market in Australia are Mitolo and Momack Produce Pty Ltd
What does the Outdoor Vegetable Growing in Australia include?
Potatoes and Fruit vegetables are part of the Outdoor Vegetable Growing industry.
Which companies have the highest market share in the Outdoor Vegetable Growing in Australia?
The company holding the most market share in Australia is Mitolo.
How competitive is the Outdoor Vegetable Growing industry in Australia?
The level of competition is moderate and increasing in the Outdoor Vegetable Growing industry in Australia.
