Fresh Vegetables - Tanzania

Tanzania

Highlights

Revenue in the Fresh Vegetables market amounts to US$3.28bn in 2024. The market is expected to grow annually by 9.05% (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$47.25 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 2.96bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 5.7% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 34.0kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in Tanzania is experiencing subdued growth, influenced by factors such as fluctuating weather conditions, limited access to modern farming techniques, and varying consumer preferences for specific vegetable types. These challenges hinder market expansion.

Customer preferences: Consumers in Tanzania are demonstrating a growing preference for organic and locally sourced fresh vegetables, driven by increasing health consciousness and awareness of sustainable agriculture. This shift is particularly notable among urban youth, who are more inclined to support eco-friendly practices and demand higher-quality produce. Additionally, the rise of health-focused diets, influenced by global trends, is prompting a shift away from traditional staples towards diverse vegetable options, reflecting a blend of cultural heritage and modern dietary choices.

Trends in the market: In Tanzania, the Fresh Vegetables Market is experiencing a surge in demand for organic and locally sourced produce, largely fueled by a younger, health-conscious urban demographic. This trend reflects a significant shift towards sustainable agriculture practices and a preference for high-quality vegetables. As consumers increasingly adopt health-focused diets, there is a notable movement away from traditional staples towards a diverse range of vegetables, blending cultural heritage with modern dietary preferences. For industry stakeholders, this evolution presents opportunities to innovate product offerings, enhance supply chain transparency, and invest in sustainable farming practices to meet the growing consumer expectations.

Local special circumstances: In Tanzania, the Fresh Vegetables Market is shaped by a combination of rich agricultural biodiversity and a vibrant cultural heritage that emphasizes local cuisine. The country’s diverse climatic zones allow for a wide variety of vegetables to be cultivated year-round, while traditional farming methods are increasingly being complemented by modern sustainable practices. Additionally, government initiatives to promote food security and organic farming create a supportive regulatory environment, encouraging farmers to innovate. These unique factors contribute to a dynamic market that resonates with consumers seeking fresh, nutritious, and locally sourced produce.

Underlying macroeconomic factors: The Fresh Vegetables Market in Tanzania is significantly influenced by macroeconomic factors such as agricultural investment, trade policies, and consumer purchasing power. Strong economic growth, supported by government initiatives and foreign direct investment in agriculture, enhances farmers' access to modern farming techniques and technology. Additionally, fluctuations in global commodity prices and trade agreements impact the cost of inputs and export opportunities for fresh produce. With rising urbanization and increased awareness of nutrition, consumer demand for fresh vegetables is growing, further driving market dynamics amidst the broader economic landscape.

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.