Fresh Fruits - Eastern Africa | Statista Market Forecast

Revenue in the Fresh Fruits market amounts to US$15.57bn in 2024. The market is expected to grow annually by 11.50% (CAGR 2024-2029).
In global comparison, most revenue is generated India (US$116bn in 2024).
In relation to total population figures, per person revenues of US$33.93 are generated in 2024.
In the Fresh Fruits market, volume is expected to amount to 5.87bn kg by 2029. The Fresh Fruits market is expected to show a volume growth of 5.7% in 2025.0.
The average volume per person in the Fresh Fruits market is expected to amount to 10.4kg in 2024.

Definition:

The Fresh Fruits market covers all types of fresh fruit that haven't been canned, frozen, dehydrated, or preserved in any way. This market is divided into five submarkets: apples & pears, bananas, berries & grapes, citrus fruits, and other fresh fruits such as peaches, mangos, pineapples, plums, and kiwis.

Additional Information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per unit (unit refers to kilogram), sales channels. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). The market only covers at-home consumption; out-of-home consumption is not included.

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Apples & pears
Bananas
Berries & grapes
Citrus fruits
Stone and exotic fruits

Processed, dried and frozen fruits
Nuts
Mix cut fruit boxes
Out-of-home consumption

The Fresh Fruits Market in Eastern Africa is witnessing subdued growth, influenced by factors such as fluctuating climate conditions, varying consumer preferences, and challenges in supply chain logistics that affect overall availability and pricing of fresh produce.

Customer preferences: Consumers in Eastern Africa are increasingly prioritizing health and wellness, leading to a growing demand for organic and locally-sourced fresh fruits. This trend is influenced by a rising awareness of nutrition and the benefits of consuming fresh produce. Additionally, younger demographics are embracing convenience, driving interest in ready-to-eat fruit products and online delivery services. Cultural factors, such as traditional dietary preferences, are also evolving, with greater acceptance of exotic fruits, reflecting a blend of local and global influences in consumer choices.

Trends in the market: In Eastern Africa, the Fresh Fruits Market is experiencing a notable shift towards organic and locally-sourced products, driven by an increasing consumer focus on health and wellness. This trend is further propelled by a younger population that values convenience, resulting in heightened interest in ready-to-eat fruit offerings and online delivery platforms. Additionally, cultural dynamics are changing, with consumers showing a greater willingness to incorporate exotic fruits into their diets. These trends are significant as they present opportunities for farmers, retailers, and distributors to innovate and adapt their strategies, addressing the evolving preferences of health-conscious consumers.

Local special circumstances: In Eastern Africa, the Fresh Fruits Market is significantly shaped by its diverse climate, which allows for year-round cultivation of a wide variety of fruits, including tropical and exotic options. This geographical advantage fosters local production, reducing reliance on imports. Culturally, traditional practices emphasize the consumption of fresh, seasonal produce, aligning with the current health trends. Furthermore, regulatory support for organic farming initiatives encourages sustainable practices, empowering farmers to meet the rising demand for organic fruits and enhancing market competitiveness.

Underlying macroeconomic factors: The Fresh Fruits Market in Eastern Africa is influenced by several macroeconomic factors, including global trade dynamics, national economic stability, and agricultural policies. The increasing demand for healthy foods globally is boosting exports, benefiting local economies and farmers. National economic health, characterized by GDP growth and improved infrastructure, enhances market access and distribution networks. Additionally, fiscal policies promoting agricultural investment and access to credit empower farmers to scale operations. Furthermore, fluctuations in currency exchange rates can impact import costs of agricultural inputs, influencing pricing strategies and competitiveness in the fresh fruits sector.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on food, which comprises all private household spending on food that is meant for at-home consumption (out-of-home consumption is not accounted for).

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending, and consumer price index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Food market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.

The fresh produce department is often counted as being one of the main determinants among consumers when selecting a grocery store. In 2022, the fruit and vegetable market in the U.S. was valued at over 5.8 billion U.S. dollars. In the same year, the sales of fresh fruit made up 45 percent of produce sales in the U.S., making it one of the most lucrative fresh food categories. In order to help drive sales, producers frequently launch in-store marketing campaigns. Ideas range from promoting the healthy benefits of fruit, to offering convenient, value-added snack-size options.