African food and beverage markets face tough economic times and growing consumer needs, with South African private-label products jumping 7.5% to approximately $5.9 billion in 2024 FMCG sales (Source: African Food Supermarket: Market Analysis & Strategic Sourcing Report 2025). Over 60% of shoppers prioritize nutrition, freshness and affordability, pushing major supermarkets to focus on practical sourcing priorities like cost resilience, strong local supply chains, healthy ingredients, longer shelf life and reliable distribution partners (Source: Food and Beverage Trade South Africa).
These priorities are shaping conversations at the Africa Food Show as procurement leaders respond to the rapid growth of the global specialty food market – projected to increase from $236 billion to $433 billion by 2032 (Source: African Food Supermarket: Market Analysis & Strategic Sourcing Report 2025). To strengthen supply chain resilience, businesses are expanding local sourcing and supplier partnerships through direct farm relationships, regional blends and waste upcycling initiatives.
The Africa Food Show, Africa’s leading buyer-led trade event, takes place 10–12 June 2026 at the Cape Town International Convention Centre (CTICC). In 2025 the show drew approximately 9,500 visitors from over 60 countries, sitting at the heart of these procurement conversations and giving exhibitors structured access to high-quality buyers who turn these insights into commercial action.
African buyers are pragmatic, seeking nutrient-dense, clean-label products that withstand volatility while meeting 41% of South African shoppers’ emphasis on flavour and value. Over 68% of regional consumers pay premiums for preservative-free or organic options amid tightening margins (Source: NIQ’s Consumer Outlook).
“For 2026 and beyond, manufacturers are prioritizing partners who can offer cost-resilient formulations with longer shelf life, without compromising on health-forward profiles that resonate with our health-conscious shoppers,” said Lorraine Makhura, Head of Research, Development & Innovations, at McCain Foods. “Domestically sourced opportunities should be non-negotiable; as this builds resilience and supports our route-to-market strategies across diverse African markets.”
The Africa Food Show Hosted Buyer Programme pre-qualifies leaders from Shoprite, Pick n Pay, Woolworths, SPAR, Food Lovers Market, Massmart, Air Chefs, Giant Hyper and other major African retail and foodservice operators, committing each to more than ten concierge-curated sessions. This ensures conversations focus on commercial needs such as health-forward ingredients and shelf-stable products, aligning buyer priorities with exhibitor capabilities and turning real procurement intent into commercial outcomes. Buyers want collaborators who understand hyper-local logistics, from urban supermarkets to emerging e-commerce channels, ensuring products reach consumers efficiently.
In 2025, this concierge approach delivered measurable leads, with over 163 buyers in attendance and 3,147 buyer–supplier meetings taking place across both the Africa Food Show and Hotel & Hospitality Expo Africa.
“The Africa Food Show connected us directly with buyers seeking shelf-stable health snacks tailored for African palates and budgets,” said Lyle Losper, Shopper Insights Lead at PepsiCo.
Co-located with the Hotel & Hospitality Expo Africa, the events’ offerings create valuable crossover opportunities, with a steady stream of relevant buyers and decision-makers from the broader hospitality, foodservice and retail sectors.
Africa Food Show leadership underscores the model’s efficacy. “Our buyer-led approach ensures suppliers meet real procurement authority,” said Margaret Peters, Event Director, Africa Food Show.
Register today to visit the Africa Food Show 2026. For more information, visit www.theafricafoodshow.com.
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