Fresh Vegetables - Eastern Africa

Eastern Africa

Highlights

Revenue in the Fresh Vegetables market amounts to US$19.94bn in 2024. The market is expected to grow annually by 12.67% (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$43.44 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 14.48bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 6.7% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 24.5kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in Eastern Africa is witnessing mild growth, influenced by factors such as increasing consumer demand for healthy diets, improved agricultural practices, and enhanced distribution networks, which are making fresh produce more accessible.

Customer preferences: Consumers in Eastern Africa are increasingly prioritizing fresh, locally sourced vegetables as part of a health-conscious lifestyle, reflecting a growing awareness of nutrition and wellness. This shift is influenced by urbanization, as younger populations embrace modern cooking methods while seeking convenience in meal preparation. Additionally, cultural preferences for traditional diets are being blended with innovative recipes, driving demand for diverse vegetable offerings. Social media platforms also play a significant role in shaping these preferences, promoting recipes and health benefits of fresh produce.

Trends in the market: In Eastern Africa, the Fresh Vegetables Market is experiencing a surge in demand for organic and sustainably sourced produce, driven by increasing health consciousness among consumers. Urbanization is fostering a younger demographic that values convenience and nutrition, leading to a preference for pre-packaged and ready-to-cook vegetable options. Additionally, the fusion of traditional recipes with modern culinary techniques is expanding the variety of vegetables sought by consumers. This trend, amplified by social media, presents significant opportunities for local farmers and retailers to innovate and adapt their offerings, ultimately shaping the future of the food industry in the region.

Local special circumstances: In Eastern Africa, the Fresh Vegetables Market is shaped by distinct geographical and cultural factors, such as diverse climates that allow for a wide range of vegetable cultivation. Local agricultural practices, influenced by traditional farming methods, emphasize sustainability and community engagement. Cultural preferences for specific vegetables and dishes drive demand, while regulatory frameworks supporting organic farming bolster consumer trust. Additionally, limited access to modern distribution channels prompts innovation in local supply chains, enhancing the availability of fresh produce in urban markets.

Underlying macroeconomic factors: The performance of the Fresh Vegetables Market in Eastern Africa is significantly affected by macroeconomic factors such as national economic stability, trade policies, and consumer income levels. Positive economic growth and rising disposable incomes enhance demand for fresh produce, leading to increased market activity. Additionally, global trends, such as the rising focus on healthy eating and sustainability, align with local agricultural practices, driving consumer preferences toward organic vegetables. Fiscal policies that support agricultural innovation and infrastructure development further strengthen supply chains, while international trade agreements can improve access to global markets, enhancing the competitiveness of local producers.

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.