Vegetables - Eastern Africa

Eastern Africa

Highlights

Revenue in the Vegetables market amounts to US$21.70bn in 2024. The market is expected to grow annually by 12.58% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$159bn in 2024).
In relation to total population figures, per person revenues of US$47.28 are generated in 2024.
In the Vegetables market, volume is expected to amount to 15.47bn kg by 2029. The Vegetables market is expected to show a volume growth of 6.6% in 2025.0.
The average volume per person in the Vegetables market is expected to amount to 26.3kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Vegetables Market in Eastern Africa is witnessing mild growth, influenced by factors such as increasing urbanization, greater demand for nutritious food, and a shift towards convenience in meal preparation, alongside challenges in supply chain efficiency.

Customer preferences: Consumers in Eastern Africa are increasingly prioritizing fresh, locally sourced vegetables as part of a growing awareness of health and nutrition. This trend is fueled by a younger demographic that values sustainability and organic farming practices, often influenced by global health movements. Additionally, the rise of urban lifestyles has led to a preference for convenience, prompting the popularity of pre-packaged and ready-to-cook vegetable options. Social media platforms play a pivotal role in shaping these preferences, with influencers promoting healthy eating habits and innovative recipes.

Trends in the market: In Eastern Africa, the Vegetables Market is experiencing a surge in demand for fresh, locally sourced produce, driven by a heightened consumer focus on health and nutrition. This trend is particularly prominent among the younger population, who favor sustainable and organic farming practices. Urbanization is also shaping preferences, leading to increased interest in convenience products such as pre-packaged and ready-to-cook vegetables. Social media platforms significantly influence these trends, with health-conscious influencers advocating for nutritious eating and innovative culinary ideas. For industry stakeholders, these shifts present opportunities for product innovation, targeted marketing, and sustainable sourcing strategies.

Local special circumstances: In Eastern Africa, the Vegetables Market is uniquely influenced by diverse climatic conditions that support a wide variety of crops, allowing for year-round production. Traditional agricultural practices are intertwined with cultural preferences for specific vegetables, fostering a strong local identity in food consumption. Additionally, government initiatives aimed at promoting food security and sustainable farming are gaining traction, encouraging smallholder farmers to adopt organic practices. These factors collectively drive the demand for fresh, locally sourced vegetables, reshaping market dynamics and consumer behaviors.

Underlying macroeconomic factors: The Vegetables Market in Eastern Africa is significantly influenced by macroeconomic factors such as regional economic stability, trade policies, and agricultural investment. Countries that prioritize agricultural development through favorable fiscal policies and infrastructure improvements are witnessing enhanced productivity and market access for local farmers. Global trends, including rising consumer demand for organic produce and sustainable farming practices, further shape market dynamics. Additionally, fluctuations in currency value and inflation rates impact consumer purchasing power, influencing demand for fresh vegetables. These interconnected factors collectively drive growth and innovation within the region's vegetable 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.