Vegetables - South Africa

South Africa

Highlights

Revenue in the Vegetables market amounts to US$3.17bn in 2024. The market is expected to grow annually by 7.44% (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$51.87 are generated in 2024.
In the Vegetables market, volume is expected to amount to 2.02bn kg by 2029. The Vegetables market is expected to show a volume growth of 3.3% in 2025.0.
The average volume per person in the Vegetables market is expected to amount to 28.7kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Vegetables Market in South Africa is experiencing minimal growth, influenced by factors such as shifting consumer preferences towards fresh produce, rising health consciousness, and the challenges faced by the processed and frozen sectors amid economic constraints.

Customer preferences: In South Africa, there is a growing preference for locally sourced and organic vegetables, driven by an increased awareness of sustainability and health benefits. Consumers, particularly millennials and Gen Z, are gravitating towards fresh produce as part of a holistic lifestyle, often influenced by cultural trends that celebrate traditional dietary practices. Additionally, the rise of urban gardening and farmer's markets reflects a shift towards community engagement and transparency in food sourcing, as individuals seek to connect with the origins of their food.

Trends in the market: In South Africa, the Vegetables Market is experiencing a surge in demand for locally sourced and organic produce, as consumers increasingly prioritize health and sustainability. The trend is particularly prominent among younger generations, who are not only seeking nutritious options but are also influenced by cultural practices that emphasize fresh, unprocessed foods. Furthermore, the emergence of urban gardening initiatives and farmer's markets fosters community connections and encourages transparency in food sourcing. This shift poses significant implications for industry stakeholders, urging them to adapt their supply chains and marketing strategies to align with evolving consumer preferences.

Local special circumstances: In South Africa, the Vegetables Market is shaped by diverse climatic zones that allow for a wide variety of crops, fostering regional specialization in vegetable production. Cultural traditions, such as the use of indigenous vegetables in local cuisines, further enhance consumer interest in fresh produce. Additionally, regulatory frameworks promoting organic farming and food safety standards encourage sustainable practices among farmers. These unique local factors create a dynamic market where health-conscious consumers increasingly demand transparency and quality, compelling producers to innovate and adapt to these preferences.

Underlying macroeconomic factors: The South African Vegetables Market is significantly influenced by macroeconomic factors such as inflation rates, agricultural policies, and global commodity prices. The country's economic health, characterized by GDP growth and employment levels, directly affects consumer purchasing power and demand for fresh produce. Additionally, fiscal policies that promote agricultural subsidies and support for smallholder farmers enhance production capabilities. Fluctuations in global markets, including trade agreements and export demands, also impact pricing and availability of vegetables. As consumers increasingly prioritize health and sustainability, these economic indicators drive innovation and investment in the local vegetable sector, shaping market dynamics.

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.