Market profile Market

Abstract

This study aims to provide insight into the market opportunities available for processed sweet potato products in Africa, specifically for trade with the European Union and other markets. This study involved a combination of desktop research, including a review of innovations and virtual store visits, and interviews with importers, processors, retailers and experts, as well as a consumer focus group. Trade visits in the United Kingdom, Ireland, Germany, the Netherlands, Ireland and Belgium enriched the findings. The USA is a major supplier of sweet potato globally. However, as revealed by this study, the demand for sweet potato is growing, driven by global food trends such as gluten free foods, ketogenic diets and wholefood or plant-based eating. This presents new potential market opportunities for sweet potato producers and investors in Africa. Interest in processed sweet potato products – starches and flours, puree and gari (a form of granulated flour) – is also increasing. However, these products compete in distinctly different markets. Understanding this requires detailed investigation of the at diverse product markets.