Changing social and economic conditions, including rapid urbanization and increasing disposable income, have transformed the way South African consumers purchase food. There has been a rapid rise of supermarkets in the country, which now account for approximately 55% of the current national food sales. In 2006, major South African grocery retailers had a combined revenue of $22.4 billion and are expected to grow to $29.8 billion in 2010. Emerging and established consumers represent 68% of South Africa’s population and represent the target market for U.S. food products.

Processed fruit and vegetables exports were valued at approximately $4.1 million in 2006 and grew to nearly $8.9 million in 2008. Other U.S. food products that show great potential in the South African market are sauces, spices, edible nuts, shellfish and fish, and organic products.