Although retail current value sales of cooking ingredients and meals remained strong in 2025, growth moderated. This was largely attributable to a weaker performance in edible oils, which make up the largest share of the category. Within edible oils, palm oil continued to dominate retail value sales, and the government is seeking to reduce the country’s reliance on imported edible oils by implementing measures aimed at increasing local production. Meanwhile, cooking ingredients and meals offerin

Tanzania’s economy grew 5.6% in 2024 and is set to average 6.2% annually through 2029. Inflation eased to 3.1% during the year but is expected to edge up to 3.3% in 2025 while remaining within the central bank’s target. Exports rose nearly one-fifth, led by precious metals. Yet outlook is clouded by new US protectionist tariffs, posing risks to agriculture and manufacturing. In 2025, Tanzania is also set to face a higher fiscal deficit as infrastructure investment intensifies and donor

In 2024, Tanzania's economic freedom improved modestly, ranking 86th globally, but significant challenges in trade and property rights persisted, hindering business operations and investment. Despite progress in business and financial freedom, new business openings declined by 18.5% over three years, and the country's investment freedom ranked 100th globally. Over 2024-2029, continued investment in infrastructure and digitalisation is forecast to address these issues and enhance economic diversi

Retail value sales of dairy products and alternatives are set to rise in Tanzania in 2025. Historically, Tanzania has a low capacity for dairy production with only 30% of cows in the country being able to produce enough milk for processing. Thus, the dairy market is dominated by imported products. Many of the small holder farms in the country are also situated in remote areas and run by local herders without the means of mass-producing milk for processing. These milk vendors make up the informal

Tanzania’s pharmaceutical industry is experiencing growing interest from Indian investors seeking to establish local manufacturing plants. This aligns with the government’s strategic efforts to strengthen the domestic pharmaceutical sector and reduce reliance on imported drugs, which still account for the majority of drugs in the country.

In 2024, couples with children were the leading household type in Tanzania, reflecting traditional family values, though the birth rate fell to 34.8 per 1,000 population. Over 2024-2029, the number of households is forecast to grow by 20.1%, with a shift towards smaller family units, and single person households expanding by 37.7%. Furthermore, urbanisation is predicted to increase, with the share of urban households increasing to 47.1% by 2029.

In 2024, Tanzania saw a 2.2% increase in per capita disposable income, driven by economic growth and increasing labour productivity. Over 2024-2029, per capita disposable income is forecast to grow by 11.7%, bolstered by infrastructure projects and digital skills programmes. However, income inequality and the gender gap remain significant, with the wealthiest 10% of households accounting for 44.9% of total disposable income.

Alcoholic drinks in Tanzania remained vibrant in 2024, supported by an array of large-scale marketing, experiential and promotional activities designed to strengthen consumer loyalty. The year followed a challenging 2023, when the government introduced a 20% excise duty on beer. This measure prompted price increases and concern among industry stakeholders that it could reverse post-pandemic recovery gains after COVID-19 lockdowns had severely disrupted trade and profitability.

In 2025, savoury snacks in Tanzania experienced an increase in value sales, navigating complex economic currents and evolving consumer behaviours. Inflation exerted a notable negative impact across all snack categories, with escalating prices stemming from increased raw material costs, currency fluctuations leading to a weaker Tanzanian shilling against major global currencies, and higher importation, transportation, and fuel expenses.

The rate of growth in retail volume (sticks) sales of tobacco in Tanzania accelerated sharply in 2024. Having declined earlier in the review period, retail volume (sticks) sales of cigarettes exhibited strong growth in 2024. Locally manufactured brands are growing in popularity due to their affordability, as their prices have remained relatively stable. There has been a notable rise in the availability of global cigarette brands, particularly within the premium and mid-range categories, mainly d

Sales of tissue and hygiene rose in both value and volume terms in 2024, reflecting growing penetration and consumer adoption across categories. There has been a notable upsurge in usage – especially in urban areas – driven by rising income levels and a growing middle class. As urban consumers gain more spending power, demand for tissue and hygiene products is expanding, encouraging increased production output from local manufacturers and sustained import activity. This improved availability, in

The beauty and personal care (beauty and personal care) industry in Tanzania is experiencing significant growth, driven by global trends, urbanisation, and rising disposable incomes. Both international and local brands are competing for market share, catering to diverse consumer needs in skin care, make-up, and personal care.

The population of Tanzania is predicted to increase by 51.7%, due to changes in net migration and natural change, standing at a total of 104 million citizens by 2040. Demographic changes, economic conditions and social trends are all contributing to negative net migration. The birth rate in Tanzania is anticipated to fall between 2024 and 2040. Young adults (aged 18-29) will represent the largest portion of the population by 2040.

Sustainable state finances typify Tanzania and corruption is slowly being tackled, although economic freedom remains challenging and one party continues to dominate politics. Economic performance continues to be solid and inflation is contained, but foreign investment is below potential. Ageing is not a concern, but inequality is substantial and adds to gender disparity. Although internet use is low, mobile adoption is strong, connectivity has improved, and mobile money has gained traction.

Home care in Tanzania saw demand rise in 2024, fuelled by robust trends: an expanding middle class, urbanisation, population growth and greater awareness of products and their uses and benefits for hygiene and cleanliness. Nonetheless, inflationary pressures and price rises saw many consumers choose cheaper brands or small packs. Some consumers used eco-facing, milder or natural options for health and safety reasons. A strong local and international presence offered a broad choice to consumers.

This report covers the retail sector in frontier markets in Sub-Saharan Africa. Euromonitor International’s definition of the region includes the following countries: Angola, Côte d’Ivoire, Ethiopia, Ghana, Kenya, Cameroon, Tanzania and Uganda. Frontier markets in Sub-Saharan Africa exclude South Africa and Nigeria.

Tax increases placed upward pressure on prices in 2024, but an uptick in economic activity and the ongoing expansion of the affluent urban middle-class continued to underpin sales growth. Investment in infrastructure has also led to improvements in the distribution of soft drinks. The government has also been encouraging businesses to invest in the local market. Nonetheless, on-trade sales remain underdeveloped, despite seeing steady growth in 2024.

Tax increases placed upward pressure on prices since 2023, but an uptick in economic activity and the ongoing expansion of the affluent urban middle-class continued to underpin sales growth, while investment in infrastructure has underpinned improvements in the distribution of hot drinks. The government has also been encouraging businesses to invest in the local market. Nonetheless, on-trade sales remain underdeveloped with most consumers preferring to consume hot drinks at home.

In 2024, staple foods faced challenges in Tanzania related to rising product prices in the context of broader pressures on consumer budgets. This reinforced the reliance of several product areas, including packaged bread and breakfast cereals, on affluent urban consumers. At the same time, severe weather conditions have impacted local production. The government is seeking to strengthen local production of crops such as wheat, while maintaining imports to ensure food security and affordability.

Dar es Salaam and Mbeya are Tanzania’s most economically vibrant cities. Meanwhile, Dodoma holds the highest potential for future economic growth. However, challenges for the country’s cities will persist in the near term due to the continuing global economic slowdown and the impact of tight financial conditions. In the longer run, Tanzania’s cities are set to face burdens on infrastructure, due to large and increasing populations.