Vegetables - Southern Africa

Southern Africa

Highlights

Revenue in the Vegetables market amounts to US$4.51bn in 2024. The market is expected to grow annually by 7.50% (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$64.42 are generated in 2024.
In the Vegetables market, volume is expected to amount to 2.91bn kg by 2029. The Vegetables market is expected to show a volume growth of 3.7% in 2025.0.
The average volume per person in the Vegetables market is expected to amount to 35.7kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Vegetables Market in Southern Africa is witnessing minimal growth, influenced by factors such as fluctuating agricultural conditions, increasing urbanization, and changing consumer preferences towards healthier diets amid economic challenges.

Customer preferences: Consumers in Southern Africa are increasingly prioritizing fresh and organic vegetables as part of their shift towards healthier lifestyles, reflecting a growing awareness of nutrition and wellness. This trend is particularly pronounced among urban populations, where access to diverse food options is expanding. Additionally, younger demographics are embracing plant-based diets influenced by global health trends, while traditional culinary practices are being adapted to incorporate more vegetables. This evolving landscape is reshaping purchasing behaviors and preferences within the Vegetables Market.

Trends in the market: In Southern Africa, the Vegetables Market is experiencing a surge in demand for fresh and organic produce, driven by consumers' increasing focus on health and wellness. Urban areas are witnessing greater access to a variety of vegetables, prompting a shift towards plant-based diets among younger consumers influenced by global health trends. Additionally, traditional recipes are evolving to integrate more vegetables, reflecting a blend of modern dietary preferences and cultural practices. This trend has significant implications for growers, retailers, and policymakers, as they must adapt to changing consumer demands and ensure sustainable supply chains.

Local special circumstances: In Southern Africa, the Vegetables Market is shaped by diverse climatic zones and rich agricultural heritage, which influence the types of vegetables grown. Local cultural preferences for indigenous and traditional vegetables are gaining prominence, enhancing consumer interest in locally sourced produce. Additionally, regulatory frameworks promoting organic farming are becoming more supportive, encouraging sustainable practices among farmers. This unique blend of geographical diversity, cultural significance, and evolving regulations is driving innovation and competitive dynamics within the market, setting it apart from other regions.

Underlying macroeconomic factors: The Vegetables Market in Southern Africa is significantly influenced by macroeconomic factors such as agricultural investment, trade policies, and consumer spending trends. The region's economic health, characterized by fluctuating GDP growth rates and varying inflation levels, directly impacts disposable income and purchasing power, shaping consumer behavior towards vegetable consumption. Additionally, government initiatives promoting food security and sustainable agriculture are fostering innovation and investment in the sector. Global trends, including the rising demand for organic produce and increased focus on health and nutrition, further drive market dynamics, creating opportunities for local farmers and businesses to enhance their competitiveness.

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.