Forecasting the vegetable powder market in 2030! An explanation of growth fields and the latest trends

The market for vegetable powder has broadened significantly over the past few years—spanning commercial raw materials, health foods, functional beverages, baby food, pet food, and even collaboration-product development. Inquiries from food makers like “we want to use non-standard vegetables,” “we’re looking for vegetable ingredients usable in health management and employee benefits,” and “we want to commercialize a rare local vegetable” are increasing, and the scope of product development centered on vegetable powder has clearly widened.

In this article, without forcing conclusions where figures aren’t publicly settled, we organize vegetable-powder trends based on the market movements Agriture actually observes as a Kyoto-based contract processor of dried vegetables and powders, the tendencies in prototyping requests, real collaboration cases with major food makers, and notable new ingredients. The items handled and specifications arethe product page for commercial vegetable powder.

An overview of the market and the structure of its growth

The vegetable-powder market is a latecomer category compared with fresh and frozen vegetables, but against the backdrop of three tailwinds—more efficient food manufacturing, health consciousness, and food-loss reduction—it’s becoming established as a raw-material option for new products. Inquiries to Agriture now arrive from a wide range of businesses—major food makers, regional cooperatives, D2C brands, agricultural corporations, and restaurant chains.

Since data that can definitively state market size is limited to public statistics, this article centers on the movements Agriture observes in the field of contract processing rather than listing figures.

The 3 growing uses

Classifying the content of inquiries to Agriture, vegetable-powder needs concentrate largely in three uses. Since each need has a different background, it serves as a reference when deciding on a product-development angle.

① For commercial raw materials and food makers

In instant noodles, retort foods, sweets, bread, frozen foods, and the like, there’s growing demand to slot “non-standard vegetable powder” into existing products to satisfy both social-issue appeal and nutritional fortification. A representative example is theFood Loss Reduction Day collaborationin which we developed a dried-vegetable set matched to each of Nissin Foods’ six Ra-Oh flavors. With a major instant-food product officially adopting non-standard vegetables, there’s room for it to ripple out to competitors.

② Health foods and functional beverages

Adoption as a raw material for aojiru, smoothies, functional teas, soups, and nutritional supplements is expanding. Kale,Moringa, spinach, beetroot,Mugwortand other ingredients that can tell a nutritional story are central. Agriture has prototyping results withKagoshima-grown moringa・and Japanese-grown mugwort powder・Japanese-grown kale, both of which are seeing increased inquiries from health-food makers and projects mindful of functional claims.

③ Baby food, care food, and pet food

Demand for “additive-free, Japanese-grown, reassuring ingredients” is clearly growing in the baby-food, care-food, and pet-food fields too.Lotus rootPowder’s water solubility (it thickens when dissolved in water) is used in baby food and care food, leading up tofull production of lotus-root powderbeginning. In the pet field, use-specific high-value-added products are being launched, such asOne’s Daily (dried sticks of Nagano-grown non-thinned apples)andand Buddy’s Farm (dried processing of pesticide-free green papaya).

Movements in health consciousness and functional needs

Health consciousness is segmenting into concrete appeals like “diet, beauty, immunity, gut care, sleep,” and appealing simply to “vegetables” is becoming harder to differentiate. Vegetable powder is an ingredient that can raise its appeal by combining any of functional components, regional story, or scarcity.

Foods with functional claims and vegetable powder

Attempts at foods with functional claims are also increasing. Since the content of functional components needs to be stabilized, it’s a field where precision in drying-condition and particle-size management is tested, and on the OEM side, submission of test reports and tighter lot management are advancing. Designs mindful of functional components (lycopene, lutein, GABA, anthocyanins, etc.)—like thedried processing of the Phytorich serieswith Takii Seed—lead to functional-claim notifications and to raw-material supply for function-appealing products.

Notable items and new ingredients

In addition to standard vegetable powders (spinach, carrot, pumpkin, tomato, etc.), prototyping requests for regional-specialty and functional vegetables are increasing. Over 20 prototype ingredients published since the start of 2026 line up on Agriture’s news page, and the outline of the “next ingredient” the market is seeking is coming into view.

Notable regional-specialty and heirloom-vegetable ingredients

• Ishikawa’s Kaga vegetables (Kaga lotus root, etc.)dried processing
• Kyoto Mio-grown yuzu powder
• Domestic Shimonita negidried product
• Okinawa-grown dried fruit
• Nara’s Yamato vegetables (purple pepper powder)

Notable functional and wellness ingredients

• Kagoshima-grown moringadried / powdered
• and Japanese-grown mugwort powder
• Japanese-grown kaledried product
• Japanese-grown asparagus-stalk powder(use of a part previously discarded)
• Japanese-grown garlic sproutsdried

The parallel trend of dried fruit

Alongside vegetable powder, cases where prototyping requests for dried fruit (Kiwi・lemon slices, etc.) come in as a set are increasing. In contexts like confectionery, gifts, granola, and health drinks, combination products of vegetable powder and dried fruit are also easy to launch.

The spread of regional collaboration and bring-your-own-material processing

Movements linking vegetable powder to regional industry are gradually emerging in various places. In projects Agriture is involved in as well, a flow has taken hold in which agricultural corporations, regional cooperatives, and seed companies bring in raw materials they’ve grown themselves to have them powdered.

Regional collaboration like this aligns with consumers’ shifting preference for “where and by whom something was made,” and functions as a raw material for PB and D2C products where a brand story is easy to tell.

Trends in manufacturing technology and processing

While there’s no dramatic change in the drying methods themselves, small-lot support, custom particle-size design, and flexibility toward brought-in raw materials are demanded in the field. In particular, whether you can handle even small-pouch filling in units of 10 bags as a one-stop service becomes the point that sets you apart in collaborations with D2C and regional brands.

Industry players and collaboration movements

The vegetable-powder market is spreading through cross-industry collaboration—not just existing dried-vegetable makers, but seed companies, agricultural-machinery makers, major food brands, paper-product makers, agricultural corporations, D2C brands, sports teams, and more.

Collaboration cases with major companies

Movements in new businesses and services

Born from the collaboration between the Kai Group and Agriture,Office Yaoya (OFFICE YAOYA)is a B2B2C service that keeps dried vegetables on hand at the office as an employee benefit. In a context that solves three things at once—health management, employee benefits, and food-loss reduction—new outlets for vegetable powder and dried vegetables are emerging.

On the platform side too, Shokuhin OEM no Madoguchi has launcheda joint initiative with Ggrow for SEO and LLMO customer acquisition, advancing the development of matching infrastructure suited to the AI-search era.

The spread of overseas expansion

Not only domestically, but expansion into overseas markets is also beginning to move. Agriture Group’sOYAOYAhas sales results in Germany, New York, Hong Kong, and Taiwan, andalso exhibited at FBIF2025 held in Shanghai. Japan-born angles like upcycling non-standard vegetables, Japanese-grown ingredients, and low-temperature drying have high affinity with overseas natural-food and health-conscious markets, and inquiries for export projects are increasing too.

We have materials available to help you understand dried processing OEM

Agriture OEM, flexibly handling everything from small lots to large lots

• OEM supported from 100 g of existing raw material
• Drying of brought-in raw materials also possible
• Support from processing to filling in one place

Download the materials here

FAQ

Summary | 5 issues that will shape the next 3 years

Within the range Agriture actually observes in the field of contract processing, we organize into five the issues likely to shape the next three years of the vegetable-powder market.

• Upcycling non-standard vegetables becomes a standard option for food makers
• Powdering regional-specialty vegetables ties into regional revitalization and hometown-tax donations
• More sophisticated lot management as a raw material for foods with functional claims and supplements
• New outlets in B2B2C (employee benefits, health management) expand
• Matching infrastructure for overseas markets and the AI-search era is established

Agriture, based in Kyoto, supplies commercial powder made from 100%-Japanese-grown vegetables, and does contract processing and small-lot OEM with brought-in raw materials. Items handled and specifications arethe product page for commercial vegetable powder, and the latest prototype ingredients and services are updated as they happen aton the news page. For product development and raw-material consultations,Agriture's page on Food OEM no Madoguchi.

規格外野菜・自社野菜での商品開発をお考えの方へ：企画から加工・資材・パッケージ印刷・ノベルティまで、窓口ひとつでご相談いただけます。→ 商品開発ワンストップの詳細はこちら