Fresh Vegetables - Africa

Africa

Highlights

Revenue in the Fresh Vegetables market amounts to US$89.90bn in 2024. The market is expected to grow annually by 10.81% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$101bn in 2024).
In relation to total population figures, per person revenues of US$69.16 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 52.10bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 5.2% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 32.8kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in Africa is experiencing subdued growth, influenced by factors such as fluctuating climate conditions, limited access to modern farming techniques, and varying consumer preferences for different vegetable types, which affects overall demand.

Customer preferences: Consumers in Africa are increasingly prioritizing health and nutrition, leading to a rise in demand for organic and locally sourced fresh vegetables. This shift is influenced by a growing awareness of the benefits of a balanced diet and the impact of food choices on overall well-being. Additionally, urbanization and a burgeoning middle class are driving interest in convenient, ready-to-cook vegetable options. Furthermore, cultural preferences are evolving, with younger generations favoring diverse, globally inspired vegetable dishes that blend traditional and contemporary culinary practices.

Trends in the market: In Africa, the Fresh Vegetables Market is experiencing a significant shift toward organic and locally sourced produce, driven by an increasing consumer focus on health and nutrition. This trend is fostering a demand for fresh vegetables that are both nutritious and sustainably produced. Urbanization is further influencing this market, as a rising middle class seeks convenient, ready-to-cook options. Moreover, the younger demographic is embracing diverse culinary experiences, prompting retailers to expand their offerings to include globally inspired vegetable dishes. These trends present opportunities for industry stakeholders to innovate and adapt to changing consumer preferences, potentially enhancing market growth and sustainability.

Local special circumstances: In Africa, the Fresh Vegetables Market is shaped by diverse geographical climates and agricultural practices that enhance the availability of various crops year-round. Cultural preferences for indigenous vegetables play a crucial role, as traditional dishes often dictate demand patterns. Additionally, regulatory frameworks supporting organic farming and local sourcing are emerging, encouraging sustainable practices. The informal market remains significant, influencing pricing and distribution, while urban centers are increasingly adopting modern retail formats, reflecting a blend of tradition and innovation in consumer habits.

Underlying macroeconomic factors: The Fresh Vegetables Market in Africa is significantly influenced by macroeconomic factors including agricultural productivity, trade policies, and consumer income levels. Economic growth in various African nations is driving disposable income, leading to increased demand for fresh produce. Additionally, favorable trade agreements and reduced tariffs on agricultural imports facilitate market access for both local and foreign vegetables. Currency fluctuations can impact pricing and import costs, while government initiatives promoting sustainable agriculture enhance local production capabilities. Urbanization trends also play a role, as rising populations in cities boost demand for fresh vegetables, creating opportunities for innovative distribution channels.

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.