Fresh Fruits - Southern Africa | Statista Market Forecast

Revenue in the Fresh Fruits market amounts to US$3.20bn in 2024. The market is expected to grow annually by 6.17% (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$45.62 are generated in 2024.
In the Fresh Fruits market, volume is expected to amount to 1.42bn kg by 2029. The Fresh Fruits market is expected to show a volume growth of 2.3% in 2025.0.
The average volume per person in the Fresh Fruits market is expected to amount to 18.6kg 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 Southern Africa is witnessing minimal growth, influenced by factors such as fluctuating climate conditions, shifting consumer preferences, and challenges in supply chain logistics. These elements are crucial in shaping market dynamics.

Customer preferences: Consumers in Southern Africa are increasingly gravitating towards organic and locally sourced fresh fruits, reflecting a growing awareness of health and environmental sustainability. This trend is particularly pronounced among younger demographics, who prioritize transparency in food sourcing and are more inclined to support local farmers. Additionally, the rise of urbanization is driving demand for convenient, ready-to-eat fruit options, as busy lifestyles make quick, healthy snacks a priority. Cultural influences also play a role, as traditional fruit varieties gain popularity amidst a resurgence of interest in indigenous foods.

Trends in the market: In Southern Africa, the Fresh Fruits Market is experiencing a shift towards organic and locally sourced produce, driven by heightened consumer awareness of health and environmental sustainability. Younger consumers are leading this trend, showing a preference for transparency in food sourcing and actively supporting local farmers. Concurrently, urbanization is fueling demand for convenient, ready-to-eat fruit options, catering to busy lifestyles. Moreover, a renewed interest in indigenous fruit varieties reflects cultural influences, highlighting the significance of traditional foods. These trends present opportunities for industry stakeholders to innovate and align with consumer values, potentially reshaping supply chains and marketing strategies.

Local special circumstances: In Southern Africa, the Fresh Fruits Market is uniquely shaped by its diverse climatic zones and rich biodiversity, enabling the cultivation of a wide array of indigenous fruits such as baobab and marula. Cultural traditions play a significant role, as local communities often prioritize seasonal and traditional produce, influencing purchasing behavior. Additionally, regulatory frameworks promoting organic farming are gaining traction, encouraging sustainable practices among farmers. These local factors not only differentiate the market but also enhance its resilience and adaptability, paving the way for innovative business models and consumer engagement strategies.

Underlying macroeconomic factors: The Fresh Fruits Market in Southern Africa is significantly influenced by macroeconomic factors such as global commodity prices, trade agreements, and domestic economic stability. Fluctuations in global fruit demand can affect export opportunities, especially for unique local varieties. National economic health, characterized by GDP growth and inflation rates, impacts consumer purchasing power and spending on fresh produce. Additionally, fiscal policies that support agriculture, such as subsidies for organic farming and infrastructure development, foster market growth. As global sustainability trends gain momentum, the demand for locally sourced and organic fruits continues to rise, further shaping market dynamics.

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.