Volume growth of starchy roots in 2025 was driven by their role as affordable, filling staples in home-cooked meals. Potatoes benefited from a bumper harvest that boosted supply, lowered prices and reinforced their position as a key value carbohydrate during a time of ongoing cost-of-living pressures. Sweet potatoes was the fastest-growing category, supported by rising health awareness, their versatility and strong visibility through social media, which promoted them as a nutritious and convenie
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Overview:
Understand the latest market trends and future growth opportunities for the Starchy Roots industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Starchy Roots industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Starchy Roots in South Africa report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Starchy Roots in South Africa?
- What is the impact of commodity price fluctuations on local production and consumption?
- What are the key campaigns or legislation driving Starchy Roots sales?
- How are consumer attitudes towards fresh food evolving?
- How significant is health and wellness in shaping consumer demand?
- Where is future growth expected to be most dynamic?
Starchy Roots in South Africa - Category analysis
KEY DATA FINDINGS
Affordability and health trend drive growth in 2025
Affordable, filling staples appeal during a time of cost-of-living pressures
Potato premiumisation
Starchy roots to remain firmly embedded in consumers’ diets
Evolving health and lifestyle demands set to benefit the category
Fresh Food in South Africa - Industry Overview
Growth increasingly constrained by acute supply-side pressures
KEY DATA FINDINGS
Affordability and heightened health awareness influence consumers’ choices
Increasingly polarised market
Modest growth, with several challenges remaining prevalent
Home cooking will continue to underpin demand for fresh food
Supermarkets lead, offering broad assortments, competitive pricing and convenience
Flexibility, convenience and familiarity support small local grocers’ strong footfall
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Starchy Roots
- Cassava
- Potatoes
- Sweet Potatoes
- Other Roots
Starchy Roots
This is the aggregation of fresh and dried unprocessed potatoes, cassava, sweet potatoes and other roots. Starchy root-based products such as chips, crisps as well as flour are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Starchy Roots research and analysis database.
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