Fresh Vegetables - Nigeria

Nigeria

Highlights

Revenue in the Fresh Vegetables market amounts to US$22.69bn in 2024. The market is expected to grow annually by 12.12% (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$99.04 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 8.77bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 5.6% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 31.9kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in Nigeria is experiencing subdued growth, influenced by factors like fluctuating weather patterns, limited infrastructure for distribution, and varying consumer preferences, which collectively hinder the market's overall expansion potential.

Customer preferences: Consumers in Nigeria are increasingly prioritizing fresh, locally-sourced vegetables as part of a growing awareness of health and nutrition. This shift is largely influenced by urbanization and a burgeoning middle class that values quality over quantity. Additionally, younger generations are embracing plant-based diets, driven by concerns over sustainability and wellness. Social media platforms are also playing a pivotal role, as influencers promote healthy eating habits and showcase diverse vegetable recipes, further shaping consumer preferences towards fresh produce.

Trends in the market: In Nigeria, the Fresh Vegetables Market is experiencing a surge in demand for organic and locally-sourced produce, reflecting a heightened consumer focus on health and nutrition. Urbanization and an expanding middle class are driving this trend, as more individuals seek high-quality, fresh options over processed foods. Additionally, younger consumers are increasingly adopting plant-based diets, motivated by sustainability and wellness concerns. Social media influences are pivotal, promoting healthy eating habits and innovative vegetable recipes, which significantly shape consumer preferences and create new market opportunities for local farmers and suppliers.

Local special circumstances: In Nigeria, the Fresh Vegetables Market is shaped by diverse geographical and cultural factors, including a favorable climate for year-round farming and rich agricultural traditions that prioritize local produce. The presence of numerous smallholder farmers fosters a vibrant local supply chain, enhancing access to fresh vegetables. Additionally, cultural practices emphasize communal eating and the use of fresh ingredients in traditional dishes, which drives demand. Regulatory support for agriculture, including subsidies and training programs, further empowers farmers, ensuring a sustainable market that caters to health-conscious consumers.

Underlying macroeconomic factors: The Fresh Vegetables Market in Nigeria is significantly influenced by macroeconomic factors such as national economic stability, inflation rates, and global agricultural trends. A growing economy contributes to higher disposable incomes, which increases consumer spending on fresh produce. Conversely, high inflation can erode purchasing power, impacting demand. Additionally, global supply chain dynamics, including export opportunities and imports, affect local pricing and availability. Government fiscal policies, including agricultural subsidies and investment in rural infrastructure, further enhance market growth by improving supply chain efficiencies. Collectively, these factors shape a resilient market responsive to both local and global economic conditions.

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.