Fresh Vegetables - Ghana

Ghana

Highlights

Revenue in the Fresh Vegetables market amounts to US$3.40bn in 2024. The market is expected to grow annually by 9.03% (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$97.73 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 1.80bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 1.5% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 46.4kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in Ghana is experiencing subdued growth, influenced by factors such as fluctuating agricultural practices, limited access to quality seeds, and varying consumer preferences. Additionally, market infrastructure challenges hinder overall expansion.

Customer preferences: Consumers in Ghana are increasingly prioritizing fresh, organic vegetables as part of a health-conscious lifestyle, reflecting a growing awareness of nutrition and wellness. This trend is influenced by demographic shifts, particularly among younger, urban populations who are more open to exploring diverse dietary options. Additionally, traditional cooking practices are being blended with modern culinary influences, driving demand for unique vegetable varieties. Consequently, farmers are adapting their offerings to meet these evolving preferences, fostering a more dynamic fresh vegetable market.

Trends in the market: In Ghana, the Fresh Vegetables Market is experiencing a notable shift towards sustainable farming practices, as consumers increasingly demand locally sourced, organic produce. This trend is fueled by a heightened awareness of environmental issues and a desire for healthier eating options. Additionally, urbanization is driving the popularity of convenience-oriented products, such as pre-packaged fresh vegetables. As these preferences evolve, industry stakeholders, including farmers and retailers, must adapt their strategies to ensure product quality and supply chain efficiency, ultimately fostering a more resilient and competitive market landscape.

Local special circumstances: In Ghana, the Fresh Vegetables Market is influenced by a rich agricultural heritage and diverse climatic zones that support a variety of crops. Local customs emphasize fresh produce in traditional diets, driving demand for seasonal vegetables. Additionally, government initiatives promoting organic farming and sustainable practices are reshaping farming methods, encouraging farmers to adopt eco-friendly techniques. Urban centers are witnessing a shift towards farmers' markets and community-supported agriculture, fostering direct connections between consumers and producers, thereby enhancing market resilience and local economic growth.

Underlying macroeconomic factors: The Fresh Vegetables Market in Ghana is significantly shaped by macroeconomic factors including agricultural policies, economic stability, and global market trends. The nation’s economic health, characterized by GDP growth and inflation rates, directly impacts consumer purchasing power and demand for fresh produce. Favorable fiscal policies promoting agricultural innovation and infrastructure development enhance productivity and market access. Additionally, global trends towards healthy eating and organic products resonate with local consumers, driving the shift towards sustainable farming practices. Exchange rates and trade agreements also influence import costs and export opportunities, further shaping the dynamics of the fresh vegetables market.

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.