Africa Vitamin Fortified and Mineral Enriched Food & Beverage Market - Growth, Trends, and Forecasts (2020 - 2025)

Africa Vitamin Fortified and Mineral Enriched Food & Beverage Market is projected to register a CAGR of 6.7%, during the forecast period 2020-2025.

• Millennials or young working adults in Africa are the major target audience for the fortified food industry. They are young and much more open to changes in conventional products. Additionally, this group of consumers is more educated to recognize the added ingredients and are willing to pay more for these products with higher health benefits.
• Moreover, consumers are more likely to buy it for themselves as well as for their children, as compared to the older population. Therefore, with the increase in population, changes in buying patterns, and growing health concerns, the market share of vitamin fortified and mineral enriched food in the African region is set to increase.

Key Market Trends

Growing Demand for Functional Ingredient fortified Food

In the African region, micronutrient deficiencies are responsible for significant public health problems, causing premature death, disability, and reduced work capacity. Therefore, for a better health condition, significant progress has been achieved throughout Africa in food fortification. The Public-private-civic sector has taken initiatives to fortify staple foods through which significant economic and health impacts can be achieved in Africa. Fortifying food with micronutrients is one of the most cost-effective strategies to improve nutrition in Africa. An increase in population, changes in buying patterns, and growing health concerns increase the share of vitamin fortified and mineral enriched food industry in African, and it is expected to enhance during the forecast period.

South Africa holds the Largest Share in the Market Studied

The primary consumer group in the country accommodates the young men, who are enthusiastic and willing to maintain good body shape, amid a fast-moving lifestyle. There is a considerable portion of people with gym memberships in the country and several other consumers are opting for the gym. Moreover, due to the transforming consumer base in the country, solutions, based on plant proteins, and vitamin and mineral fortified food are being developed to cater to the inflated demand for vitamin and mineral fortified food and beverage among the vegan population, which is mainly found in cities, like Johannesburg and Cape Town. Moreover, products with more natural ingredients are the foremost preference of consumers, which in turn boosting the market studied in the region.

Competitive Landscape

Africa Vitamin Fortified and Mineral Enriched Food & Beverage Market is fragmented and competitive in nature having a large number of domestic and multinational players competing for market share. Companies focusing on new product launches with healthier ingredients/organic claims along with acquisition, merger, partnership, and expansions as their key marketing strategy. Some of the major players in the market studied are Abbott, KELLOGG Company, Nestle, Amway, among others.

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