Market Dynamics
The Middle East and Africa have one of the more exciting potato markets in the world. With a strong appetite for potatoes, particularly in higher income countries, and a growing trend for fast food potato-based dishes, demand for potatoes is on the rise. This rising demand has been mirrored by strong market performance in recent years, with value sales of potatoes increasing over the last few years. This trend is expected to continue with the Middle Eastern and African potato market showing good prospects for growth over the coming decade. The key factors driving growth in the market can be boiled down into: Growing Consumer Demand, Improved Availability & Accessibility, and Expansion of Retailtization. First, consumer demand for potatoes is on the rise across the region, particularly in higher income countries. Food habits are changing and potatoes are increasingly seen as a staple in popular dishes like French fries, chips, and wedges, creating a steady demand for the commodity. Second, potatoes have become more accessible, with imports rising, investments being made in agricultural infrastructure, and food processing plants sprouting up around the region. Some countries are offering incentives to increase production, helping to support demand.
Finally, the retailtization of potatoes is helping to drive increased consumption. Potatoes are now sold in various forms such as pre-packed vegetables, frozen potatoes, potato chips, and much more, making it easier than ever for consumers to buy and enjoy great potato dishes. Overall, the Middle East and Africa’s potato market shows tremendous potential. With growing demand from consumers, improving availability and accessibility, and the expansion of retailtization, the market should enjoy sustained demand and good prospects for growth over the coming years.
