Africa fortified food & beverage market is growing, and is expected to reach USD3.2 billion with a CAGR of 6.7% during the forecast period, 2018-2023. Fortification is a process of adding in a nutrient or ingredient that was not found naturally in the product.

Market Dynamics

In the African region, micronutrient deficiencies are responsible for significant public health problems, causing premature death, disability, and reduced work capacity. Therefore, for better health condition, significant progress has been achieved throughout Africa in food fortification. 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. Increase in population, change 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.

Market Segmentation

The African fortified food industry is segmented based on the ingredients, applications, and geography. The ingredients segment mainly consists of vitamins and minerals, which are further classified as vitamin A, D, C and iron, iodine, folic acid, and zinc, respectively. By application, the market for fortified food & beverages is segmented as cereals, dairy, confectionery, and infant products, to name the major ones. The primary focus is towards cereals, such as wheat and maize flour, as well as cooking oil, sugar, and salt, as part of a comprehensive nutrition strategy. Consumption of rice is high in the African region; therefore fortification of rice is yet another step.

Regional Analysis

As Africa experiences a rising trend in economic growth and common markets, regional bodies are harmonizing fortification standards. Hence, African leaders joined hands with World Health Organization (WHO) for the execution of wheat and maize flour fortification. The private sector is being engaged in embracing flour fortification with essential nutrients, such as iron, zinc, folic acid, and other B vitamins.

Key Developments

October 2017: PepsiCo released a new line of water called Lifewtr, a pH-balanced drink sparkling with electrolytes purportedly meant to “[fuse] creativity and design to serve as inspiration for hydration.”

June 2017: PepsiCo announced the eight emerging nutrition, health, and wellness brands that will join its first collaborative incubator program in Europe

Competitive Landscape

Major Players: Abbott Laboratories, Campbell Soup, H.J Heinz, Kellogg, PepsiCo, The Coca Cola, The Proctor & Gamble, General Mills, Inc., Hain Food Group Inc., Land O’Lakes, Nantucket Allserve, Inc., Ocean Spray Cranberries, Inc., Philip Morris Companies, The Proctor & Gamble Company, and South Beach Beverage Company, among others.

Reasons to Purchase this Report

• Analyzing outlook of the market with the recent trends and Porter’s five forces analysis
• Market dynamics which essentially consider the factors, which are impelling the present market scenario, along with growth opportunities of the market in the years to come
• Market segmentation analysis, including qualitative and quantitative research incorporating the impact of economic and non-economic aspects
• Regional and country level analysis integrating the demand and supply forces that are influencing the growth of the market
• Competitive landscape involving the market share of major players, along with the key strategies adopted for development in the past five years
• Comprehensive company profiles covering the product offerings, key financial information, recent developments, SWOT analysis, and strategies employed by the major market players
• 3-month analyst support, along with the Market Estimate sheet in excel

Customization of the Report

•  Value chain analysis
• Consumer behavior analysis in country level