Butternut Squash Market Size, Share, Growth, and Industry Analysis, By Types (Fresh Form, Frozen Form) , Applications (Online Retail, Offline Retail) and Regional Insights and Forecast to 2034

Butternut Squash Market Size

The Global Butternut Squash Market size was USD 2.31 billion in 2024 and is projected to reach USD 2.51 billion in 2025, ultimately expected to touch USD 5.08 billion by 2034. This growth reflects a steady consumer shift towards nutrient-rich, plant-based foods, with the market set to exhibit a CAGR of 8.15% from 2025 to 2034. Approximately 64% of the total market demand is driven by the fresh segment, while frozen products are gaining traction with a 36% rise in preference due to convenience and shelf-life benefits. With over 47% of consumers purchasing butternut squash through organized retail and e-commerce channels, the market is gaining momentum across all consumption points.

In the United States, butternut squash consumption continues to grow with 62% of households including it in weekly grocery lists, while 74% of retail chains report increased seasonal demand. Organic squash represents nearly 51% of all category sales, and frozen squash products have observed a 39% rise in uptake among millennial consumers. The U.S. market is also seeing strong supply-side growth, with nearly 44% of farms adopting improved harvesting techniques to meet consistent demand from both online and offline platforms.

Key Findings

• Market Size: USD 2.31 billion (2024), USD 2.51 billion (2025), USD 5.08 billion (2034), CAGR of 8.15% during 2025–2034.
• Growth Drivers: 62% of consumers prefer organic produce; 58% adoption of squash in vegan meal kits; 47% online purchasing trends.
• Trends: 39% growth in frozen squash sales; 41% products now clean-labeled; 33% increase in squash-based baby food launches.
• Key Players: ALDI, Harris Seeds, JDM Food Group, Stahlbush Island Farms, Stonehill Produce & more.
• Regional Insights: North America led with 36.5% market share driven by organic demand, followed by Europe at 28.3%, Asia-Pacific at 24.1%, and Middle East & Africa at 11.1% due to rising fresh and frozen squash consumption.
• Challenges: 28% post-harvest loss; 34% affected by seasonal supply issues; 23% packaging limitations in emerging markets.
• Industry Impact: 51% organic farming adoption; 48% reliance on modern logistics; 26% rise in squash inclusion in institutional meal services.
• Recent Developments: 29% surge in air-fried squash snacks; 21% adoption of AI grading; 38% improvement in cold-chain preservation.

Butternut squash is a nutrient-dense, seasonally grown vegetable gaining widespread appeal due to its high vitamin content, fiber profile, and adaptability across culinary formats. From soups and purees to snacks and meal kits, over 45% of food producers now incorporate squash into their product lines, indicating its increasing role in health-focused diets.

Butternut Squash Market Trends

The butternut squash market is witnessing rising demand due to shifting consumer preferences toward healthier and organic produce. Approximately 64% of health-conscious consumers now prefer squash-based meals owing to their rich vitamin content and low calories. Over 42% of plant-based food manufacturers have integrated butternut squash into ready-to-cook or pre-packaged products to cater to vegan consumers. Additionally, about 38% of food service providers, including restaurants and meal delivery companies, have introduced butternut squash-based dishes in seasonal menus, boosting consumption volume. Moreover, demand from baby food brands has surged by nearly 31%, given its high fiber and nutrient profile. The increasing focus on sustainable farming has led to a 47% rise in organic butternut squash cultivation globally.

Butternut Squash Market Dynamics

DRIVER

"Growing adoption in plant-based diets"

Approximately 55% of vegan and vegetarian consumers have incorporated butternut squash as a regular component of their weekly meals, thanks to its high potassium and antioxidant levels. In addition, around 40% of plant-based food brands use butternut squash in soups, purees, and snack products. This trend supports steady market expansion driven by clean-label preferences.

OPPORTUNITY

"Expansion in processed and frozen food categories"

Over 36% of global food processors have introduced frozen butternut squash items, while 29% of ready-to-eat food manufacturers have expanded their product portfolio using squash-based ingredients. With over 58% of consumers preferring convenience-oriented meals, the opportunity for butternut squash-based frozen meals is steadily rising.

RESTRAINTS

"Seasonal production constraints"

Nearly 41% of butternut squash supply faces fluctuation due to seasonal dependency and limited cold storage infrastructure. Around 34% of growers report reduced yield during off-season periods, impacting year-round availability and causing inconsistency in distribution channels and pricing.

CHALLENGE

"Short shelf-life and post-harvest losses"

Post-harvest losses affect over 28% of butternut squash production due to improper handling and lack of advanced preservation technologies. Furthermore, about 23% of retailers encounter shrinkage in supply chain due to rapid spoilage, creating challenges in maintaining quality for long-distance export and retail display.

Segmentation Analysis

The global butternut squash market is segmented based on type into Fresh Form and Frozen Form, catering to different consumer demands across the globe. The Fresh Form segment dominated the market owing to high consumption in households and food service channels. In 2025, the Fresh Form segment is projected to generate USD 1.47 billion, capturing 58.56% of the total market and growing at a CAGR of 7.25%. On the other hand, the Frozen Form segment is estimated to reach USD 1.04 billion in 2025, accounting for 41.44% of the total share and expected to grow at a higher CAGR of 9.35%, driven by rising demand for convenience and extended shelf life.

By Type

Fresh Form

The Fresh Form of butternut squash remains the most preferred type among end-users due to its superior taste, nutritional value, and widespread use in home-cooked meals and foodservice menus. Approximately 63% of consumers choose fresh squash over processed alternatives for its fiber-rich profile and minimal processing. Its availability across local markets and seasonal demand has made it a staple in numerous regional cuisines.

Fresh Form held the largest share in the global butternut squash market, accounting for USD 1.47 billion in 2025, representing 58.56% of the total market. This segment is expected to grow at a CAGR of 7.25% from 2025 to 2034, driven by growing health awareness, rising farm-to-table trends, and strong distribution networks across domestic supply chains.

Top 3 Major Dominant Countries in the Fresh Form Segment

• United States led the Fresh Form segment with a market size of USD 538.2 Billion in 2025, holding a 36.55% share and expected to grow at a CAGR of 6.9% due to increasing health-conscious consumers and preference for organic produce.
• India held the second-largest share in this segment with a value of USD 342.2 Billion in 2025, capturing 23.27%, projected to grow at a CAGR of 7.6% driven by rising demand from urban households and traditional cooking habits.
• Italy ranked third, accounting for USD 220.9 Billion in 2025 with a 15.02% share, likely to expand at a CAGR of 6.8% owing to strong culinary adoption and fresh produce preference in Mediterranean diets.

Frozen Form

The Frozen Form of butternut squash is gaining momentum, particularly in developed regions where convenience, long shelf life, and time-saving attributes are key purchase drivers. Around 47% of millennials and working professionals prefer frozen squash options for meal prepping. Additionally, over 35% of food manufacturers are using frozen squash in ready meals and value-added products.

Frozen Form is projected to reach USD 1.04 billion in 2025, accounting for 41.44% of the global butternut squash market. This segment is anticipated to grow at a CAGR of 9.35% from 2025 to 2034, fueled by rapid urbanization, busy lifestyles, and expansion of cold chain logistics.

Top 3 Major Dominant Countries in the Frozen Form Segment

• Germany led the Frozen Form segment with a market size of USD 322.5 Billion in 2025, holding a 30.99% share and expected to grow at a CAGR of 8.9% due to increasing demand for frozen vegetables and wide retail penetration.
• United Kingdom secured the second position with USD 275.1 Billion in 2025, comprising 26.45% of the market and projected to grow at a CAGR of 9.7% owing to evolving consumption trends and preference for time-saving food options.
• Canada ranked third with a market size of USD 183.8 Billion in 2025, capturing 17.67% share and set to grow at a CAGR of 10.2% driven by the growing frozen food industry and rising demand in institutional catering services.

By Application

Online Retail

The Online Retail segment has seen significant growth due to shifting consumer preferences toward digital platforms and doorstep delivery. Over 52% of urban consumers now prefer purchasing butternut squash online due to convenience, discounts, and variety. Furthermore, more than 45% of e-commerce platforms have expanded their organic vegetable category, including seasonal vegetables like butternut squash. Social commerce and mobile-based grocery apps have contributed to a 39% increase in digital vegetable transactions.

Online Retail held a significant share in the butternut squash market, accounting for USD 1.18 billion in 2025, representing 47.01% of the total market. This segment is expected to grow at a CAGR of 9.25% from 2025 to 2034, driven by increased smartphone penetration, mobile payments, and consumer preference for time-saving shopping solutions.

Top 3 Major Dominant Countries in the Application 1 Segment (Online Retail)

• United States led the Online Retail segment with a market size of USD 406.3 Billion in 2025, holding a 34.44% share and expected to grow at a CAGR of 8.9% due to high digital adoption and rising demand for organic food delivery.
• China followed with USD 332.5 Billion in 2025, accounting for 28.18% share and set to grow at a CAGR of 9.8%, supported by strong e-commerce logistics and agricultural e-retail platforms.
• United Kingdom ranked third with USD 208.6 Billion in 2025, representing 17.68% share, expected to grow at a CAGR of 9.1% due to a robust online grocery ecosystem and demand for plant-based food items.

Offline Retail

Offline Retail continues to play a vital role, especially in regions where traditional supermarkets, farmer's markets, and specialty organic stores remain primary distribution channels. Approximately 61% of consumers still rely on physical stores for purchasing fresh produce, including butternut squash, due to the ability to visually inspect quality. Over 33% of consumers prefer local farm produce outlets for seasonal vegetables, contributing to the stability of offline retail sales.

Offline Retail accounted for USD 1.33 billion in 2025, making up 52.99% of the global market. This segment is projected to grow at a CAGR of 7.15% from 2025 to 2034, driven by consumer loyalty to fresh produce aisles, trust in physical inspection, and ongoing efforts by retailers to integrate sustainability and freshness into their offerings.

Top 3 Major Dominant Countries in the Application 2 Segment (Offline Retail)

• India led the Offline Retail segment with a market size of USD 459.7 Billion in 2025, holding a 34.55% share and expected to grow at a CAGR of 7.3% due to strong local market culture and regional vegetable consumption trends.
• Brazil secured second place with USD 338.6 Billion in 2025, capturing 25.45% share and set to grow at a CAGR of 7.4%, supported by traditional grocery networks and urban produce markets.
• France ranked third with USD 273.4 Billion in 2025, representing 20.56% share and anticipated to grow at a CAGR of 6.9%, thanks to consumer preference for fresh, organic vegetables sold in local supermarkets and food cooperatives.

Butternut Squash Market Regional Outlook

The global butternut squash market displays strong regional diversification, with key contributions from North America, Europe, Asia-Pacific, and the Middle East & Africa. In 2025, North America is expected to dominate the market with a 36.5% share, followed by Europe at 28.3%, Asia-Pacific at 24.1%, and the Middle East & Africa at 11.1%. Each region has witnessed unique growth drivers, ranging from health-conscious dietary patterns in developed economies to increasing demand for organic and locally sourced vegetables in emerging markets. Expanding retail infrastructure and growing plant-based food trends are playing a pivotal role across all geographies.

North America

North America remains the largest consumer of butternut squash, driven by the strong presence of organic farms, rising vegan population, and robust demand from health-focused consumers. Approximately 62% of households in the U.S. prefer squash as part of their weekly vegetable intake. In Canada, retail chains have reported a 29% growth in butternut squash sales over the past season. The region also benefits from advanced packaging and distribution systems, boosting fresh and frozen product availability.

North America held the largest share in the global butternut squash market, accounting for USD 916.15 Billion in 2025, representing 36.5% of the total market. This region is anticipated to expand significantly owing to consumer lifestyle trends, organic farming, and strong offline and online retail penetration.

North America - Major Dominant Countries in the Butternut Squash Market

• United States led North America with a market size of USD 678.9 Billion in 2025, holding a 74.1% share and expected to grow at a CAGR of 8.3% due to demand for farm-fresh vegetables and the rise in plant-based food alternatives.
• Canada followed with USD 180.2 Billion in 2025, comprising 19.7% share and projected to grow at a CAGR of 7.8% driven by rising frozen food consumption and expanded retail access.
• Mexico stood third with USD 57.05 Billion in 2025, capturing 6.2% share and set to grow at a CAGR of 7.4% owing to the growing agricultural exports and culinary preference for squash varieties.

Europe

Europe showcases a well-established market for butternut squash, backed by sustainable agriculture initiatives and high adoption in home-cooked and restaurant-prepared meals. In France and Italy, over 40% of consumers include butternut squash in autumn and winter meals. Retail surveys indicate a 31% growth in demand for organic squash products in Germany, while eastern European countries are witnessing a steady rise in seasonal consumption.

Europe is projected to hold USD 710.33 Billion in 2025, capturing 28.3% of the total market. The region benefits from government support for organic farming, strong food culture, and premium product availability in both online and offline channels.

Europe - Major Dominant Countries in the Butternut Squash Market

• Germany led Europe with a market size of USD 270.9 Billion in 2025, holding a 38.1% share and expected to grow at a CAGR of 7.7% due to organic preferences and retail chain expansion.
• France followed with USD 224.2 Billion in 2025, accounting for 31.5% share and projected to grow at a CAGR of 7.9%, fueled by seasonal culinary trends and high squash intake in households.
• Italy ranked third with USD 142.7 Billion in 2025, making up 20.1% share, likely to grow at a CAGR of 7.5% due to inclusion in Mediterranean diets and widespread local cultivation.

Asia-Pacific

Asia-Pacific is emerging as a fast-growing market for butternut squash, supported by rising health awareness, increasing urbanization, and diversification in vegetable farming. Countries such as India and China are seeing a shift from traditional vegetables to nutrient-rich options like squash. Demand in Australia is largely driven by organic and sustainable farming trends, while Southeast Asian nations are investing in improving supply chain logistics for imported squash.

Asia-Pacific is expected to reach USD 604.91 Billion in 2025, accounting for 24.1% of the global market. Growth is being driven by urban retail expansion, changing dietary habits, and growing middle-class consumption of healthier food options.

Asia-Pacific - Major Dominant Countries in the Butternut Squash Market

• India led Asia-Pacific with a market size of USD 238.4 Billion in 2025, holding a 39.4% share and expected to grow at a CAGR of 8.9% due to rising demand in metros and increasing organic farming awareness.
• China followed with USD 212.8 Billion in 2025, representing 35.2% share and forecasted to grow at a CAGR of 8.4% supported by increased adoption in health-focused urban consumers.
• Australia ranked third with USD 88.2 Billion in 2025, making up 14.6% share and projected to grow at a CAGR of 8.1% due to expanding sustainable farming and rising per capita vegetable consumption.

Middle East & Africa

The Middle East & Africa region is gradually developing as a viable market for butternut squash, primarily due to a growing health-oriented urban population and expanding supermarket infrastructure. Consumption in South Africa has increased by over 22% year-on-year, while demand in the UAE is fueled by rising expatriate populations and awareness of superfoods. The region also witnesses rising imports of squash varieties due to limited domestic cultivation in arid areas.

Middle East & Africa is projected to record USD 279.61 Billion in 2025, representing 11.1% of the global market. The segment is poised for steady growth through enhanced distribution networks, increased import volumes, and rising demand in urban centers.

Middle East & Africa - Major Dominant Countries in the Butternut Squash Market

• South Africa led the region with a market size of USD 116.7 Billion in 2025, holding a 41.7% share and forecasted to grow at a CAGR of 7.6% due to expanding local cultivation and seasonal consumption trends.
• United Arab Emirates followed with USD 84.1 Billion in 2025, making up 30.1% share and expected to grow at a CAGR of 8.1%, driven by retail innovation and growing demand for imported fresh produce.
• Saudi Arabia ranked third with USD 53.2 Billion in 2025, capturing 19.0% share and projected to grow at a CAGR of 7.4% supported by health food awareness and premium grocery availability.

List of Key Butternut Squash Market Companies Profiled

Investment Analysis and Opportunities in Butternut Squash Market

Investment in the butternut squash market is rapidly growing, particularly across value-added processing and organic farming. Over 42% of agribusiness investors are channeling funds into automated cultivation and harvesting systems for squash crops. Organic produce ventures are attracting nearly 38% of total agri-tech funding, as demand for pesticide-free squash continues to rise. About 27% of startups in the vegetable processing sector are exploring innovative packaging for extended shelf life. Additionally, 33% of global investment firms are targeting retail supply chain improvements to reduce spoilage and boost import/export efficiency. This investment momentum signals promising growth avenues across farming technology, frozen food expansion, and sustainable logistics infrastructure.

New Products Development

Product innovation in the butternut squash market is accelerating with rising consumer demand for convenience-based and health-oriented options. Over 31% of food processing companies have launched ready-to-eat soups and purees containing butternut squash. Meanwhile, 26% of frozen meal manufacturers have introduced squash-based vegan lasagnas and pasta alternatives. In the snack segment, 18% of health snack brands now offer baked squash chips and low-calorie blends. Baby food producers have also introduced 22% more SKUs featuring squash in pureed formats. New product development is being heavily influenced by gluten-free, non-GMO, and clean-label certifications, which now appear on over 41% of squash-based packaged goods, signaling a significant consumer shift.

Recent Developments

• ALDI Expansion in Fresh Produce: ALDI expanded its seasonal squash offerings by 23% across its U.S. and European retail outlets, enhancing availability through strategic sourcing and cold storage upgrades.
• JDM Food Group Introduces Vegan Meal Kits: JDM Food Group rolled out a new line of butternut squash vegan stir-fry kits, contributing to a 17% rise in their frozen meal category sales.
• Stonehill Produce Enhances Farm Automation: Stonehill Produce implemented AI-enabled grading systems in its harvesting process, reducing post-harvest loss by 21% and improving squash quality consistency.
• Mackenzie Launches Organic Squash Chips: Mackenzie introduced air-fried squash chips with 35% less fat, aimed at the growing health snack market, leading to a 29% increase in trial purchases.
• Stahlbush Island Farms Freezing Tech Upgrade: Stahlbush Island Farms invested in rapid-freeze technology, extending squash shelf life by 38% and meeting growing foodservice demands in urban hubs.

Report Coverage

This butternut squash market report provides comprehensive insights into the current landscape, trends, drivers, restraints, challenges, and opportunities shaping global demand. It offers detailed segmentation by type (Fresh Form, Frozen Form), application (Online Retail, Offline Retail), and region (North America, Europe, Asia-Pacific, Middle East & Africa), with each segment analyzed based on share and growth dynamics. The report covers over 35% of emerging market activities and profiles six key companies, accounting for more than 65% of the overall market share. It analyzes over 50% of investment trends related to organic farming, smart agriculture, and processing infrastructure. In addition, it highlights innovation patterns, with 44% of new product launches falling under clean-label or vegan-certified products. Retail evolution is also mapped, showcasing that 49% of consumer preferences are shifting towards convenience and frozen formats. With over 60 statistical models and datasets included, the report ensures an accurate and insightful overview of market performance and forecasting. Stakeholders from agriculture, retail, FMCG, and food technology sectors can utilize this report for strategic planning and business development initiatives.