As we continue to explore the evolving nutrition trends shaping the African food and beverage market in 2025, it is clear that the region is experiencing a dynamic shift in consumer behaviour, influenced by both global movements and local cultural factors. This part of the article will delve deeper into these emerging trends, providing insights into how food manufacturers can navigate these changes effectively to meet the demands of African consumers, particularly those targeting large players.

7. Snacking and Convenience Foods

The African consumer market is increasingly gravitating toward on-the-go snacking options that provide convenience, affordability, and nutritional value. As urbanization continues, busy lifestyles are reshaping how consumers view food. There is a growing desire for products that not only satisfy hunger but also contribute positively to their overall health.

In particular, the snack category in Africa is shifting away from traditional, often high-calorie, sugary snacks toward healthier alternatives. Consumers are seeking snacks that are protein-rich, high in fibre, or fortified with essential vitamins and minerals. Companies can leverage local ingredients such as nuts, seeds, and dried fruits to create snack bars or packs that meet this demand.

According to a recent report, the African snack market is expected to grow by 6.3% annually, with a marked increase in demand for healthier snack alternatives like nuts, granola bars, and fruit-based snacks. This trend is particularly strong in urban centres across Nigeria, South Africa, and Kenya.

The shift toward plant-based, high-protein snacks aligns with the growing preference for sustainable and nutritious food options. Brands are already innovating in this space with products like protein yoghurt and fortified snack bars that cater to the rising need for health-conscious, on-the-go solutions.

8. Reduction of Sugar and Salt Intake

As health concerns such as obesity, diabetes, and hypertension continue to rise across Africa, there is an increased awareness of the need to reduce sugar and salt consumption. Consumers are actively seeking healthier alternatives and products with lower sugar and sodium content. This trend is becoming especially prevalent in the beverage sector, where sugar-sweetened drinks have long been a staple.

Manufacturers are responding by reformulating their products to reduce the amount of added sugar and salt. This not only caters to health-conscious consumers but also aligns with government health initiatives that are pushing for healthier food options in the marketplace. In several African countries, regulatory measures are being introduced that focus on labelling products with high sugar and sodium content, compelling food and beverage brands to reformulate or offer healthier alternatives.

In Kenya, the government has introduced a tax on soft drinks and sugar confectionery to combat rising levels of obesity and diabetes, with a significant impact on sugary beverage consumption. Food manufacturers are responding by offering lower-sugar versions of popular drinks, with a focus on using natural sweeteners like stevia and monk fruit.

9. Focus on Natural and Clean Label Products

As African consumers become more health-conscious, there is a rising demand for clean-label products. The clean label refers to food products that have simple, natural ingredients with minimal processing, free from artificial additives, preservatives, and colouring agents. This trend is gaining traction in both the alcoholic and non-alcoholic beverage segments, with consumers increasingly prioritizing transparency and natural ingredients.

The clean label movement is also being fueled by consumers’ concerns about food safety, sustainability, and the environmental impact of food production. In response, manufacturers are looking for ways to eliminate harmful ingredients, reduce food waste, and offer products that reflect a more sustainable food system.

Some major players are already exploring local sourcing of ingredients to reduce the carbon footprint of their products, promoting cleaner production methods, and improving product transparency. Brands that communicate their commitment to clean labelling will have a competitive edge in capturing the trust of consumers.

The clean label trend is particularly relevant for dairy, snacks, and beverages, where consumers are looking for products that are as close to their natural form as possible, without compromising on taste or nutrition.

10. Increasing Demand for Sustainable Packaging

Sustainability is a growing concern for African consumers, particularly when it comes to packaging. Consumers are becoming increasingly aware of the environmental impact of packaging waste and are seeking products that come in recyclable or biodegradable packaging. The growing concern about plastic pollution and its environmental effects has put pressure on brands to rethink their packaging strategies.

Many African consumers are also demanding that food and beverage companies take a more active role in reducing their environmental footprint. This includes sourcing raw materials sustainably, minimizing food waste, and embracing circular economy models that promote recycling and reuse.

According to a report by Nielsen (2024), 53% of African consumers are more likely to purchase products with eco-friendly packaging. Brands have already started implementing eco-friendly packaging initiatives, and this trend is likely to continue in 2025 and beyond.

Sustainable packaging is also seen as an opportunity to tap into the growing environmentally conscious consumer base. Manufacturers can lead the charge in sustainability by adopting compostable packaging materials and ensuring that their packaging processes contribute positively to the environment.

11. Plant-Based Dairy Alternatives

Alongside plant-based proteins, plant-based dairy alternatives are rapidly gaining ground in African markets. This trend is driven by both health and ethical considerations, with consumers looking for dairy alternatives that align with vegan or lactose-free diets, or simply as a preference for plant-based options.

Plant-based milk (such as almond, soy, oat, and coconut milk) is increasingly being consumed as an alternative to cow’s milk, especially in more urbanized regions where access to dairy alternatives is expanding. These alternatives are not only seen as healthier but also more environmentally sustainable compared to traditional dairy farming.

In South Africa and Kenya, plant-based dairy alternatives are experiencing growth, particularly among younger, health-conscious consumers who are drawn to the nutritional profile and the environmental impact of plant-based products. Brands that offer lactose-free and vegan-friendly alternatives can tap into this market by offering a diverse range of products.

12. Proliferation of Digital Health Tools and Personalized Nutrition

The rapid rise of digital health tools is transforming the African food and beverage market. Mobile apps, wearables, and digital health platforms are allowing consumers to track their nutrition, manage their dietary needs, and even consult nutritionists remotely. This is especially relevant in urban areas, where smartphone penetration is growing rapidly.

The idea of personalized nutrition is gaining ground, with consumers looking for tailored food solutions that meet their specific dietary requirements. Digital platforms that allow for personalized nutrition plans and product recommendations based on an individual’s health data are expected to continue growing in popularity.

Companies that can integrate digital health solutions into their product offerings will have a competitive advantage. Brands can explore partnerships with digital health platforms or create their own apps that offer personalized nutrition advice, tracking tools, and recommendations.

This year, we are convinced that the nutrition landscape in Africa will continue to evolve with significant implications for food manufacturers. And food manufacturers must innovate and adapt their product offerings to align with emerging consumer trends. By focusing on health, sustainability, convenience, and personalization, manufacturers can position themselves as leaders in the African nutrition space. As the demand for functional, plant-based, and ethically sourced products grows, food brands that embrace these trends will be well-poised for success in 2025 and beyond.