Vegetables - Ghana

Ghana

Highlights

Revenue in the Vegetables market amounts to US$3.65bn in 2024. The market is expected to grow annually by 9.01% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$159bn in 2024).
In relation to total population figures, per person revenues of US$105.00 are generated in 2024.
In the Vegetables market, volume is expected to amount to 1.90bn kg by 2029. The Vegetables market is expected to show a volume growth of 1.5% in 2025.0.
The average volume per person in the Vegetables market is expected to amount to 49.1kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Vegetables Market in Ghana is witnessing subdued growth, influenced by factors such as fluctuating agricultural yields, limited processing facilities, and varying consumer preferences for fresh versus frozen options, which challenge overall market expansion.

Customer preferences: Consumers in Ghana are increasingly prioritizing fresh, locally-sourced vegetables, driven by a growing awareness of health and wellness. This trend is influenced by cultural preferences for traditional diets rich in nutrients and flavors, particularly among younger demographics seeking authenticity in their food choices. Additionally, urbanization is reshaping lifestyles, with more individuals opting for quick, nutritious meals, leading to a rise in demand for pre-packaged fresh vegetables. Social media also plays a role, as influencers promote healthy eating habits and local farming initiatives, further driving consumer interest in sustainable agricultural practices.

Trends in the market: In Ghana, the Vegetables Market is experiencing a notable shift towards organic and locally-sourced produce, as consumers become more health-conscious and environmentally aware. This trend is particularly evident among younger populations, who are increasingly drawn to the nutritional benefits and flavors of traditional diets. Furthermore, urbanization is driving demand for convenient meal solutions, leading to a rise in pre-packaged fresh vegetables. The influence of social media and local agricultural initiatives is also fostering a culture of sustainability, encouraging industry stakeholders to adapt their strategies to meet evolving consumer preferences and promote eco-friendly practices.

Local special circumstances: In Ghana, the Vegetables Market is shaped by the country's diverse climates and rich agricultural traditions, which enable the cultivation of a wide variety of crops year-round. Cultural practices emphasize the use of fresh, local ingredients, linking food to community and heritage. Additionally, regulatory support for organic farming is growing, encouraging farmers to adopt sustainable practices. Urban migration has heightened demand for accessible, ready-to-cook vegetable options, while social media campaigns promote healthy eating, influencing consumer choices and market dynamics.

Underlying macroeconomic factors: The Vegetables Market in Ghana is significantly influenced by macroeconomic factors such as national economic health, agricultural policies, and global market trends. The country’s GDP growth and inflation rates directly affect consumers' purchasing power, impacting demand for vegetables. Additionally, government initiatives aimed at enhancing agricultural productivity, including subsidies and training for farmers, bolster market growth. Global trends toward healthy eating and sustainability resonate with local consumers, driving demand for fresh produce. Furthermore, fluctuations in international commodity prices can affect local market prices, while trade agreements may facilitate access to broader markets for Ghanaian vegetables, enhancing export opportunities.

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.