Overview

South Africa is one of the most advanced and diverse economies in Africa. With a population exceeding 63 million, it is an attractive business destination due to its expanding market and relatively favorable business environment. Additionally, South Africa serves as a gateway to other countries in southern Africa.

South Africa has a market-driven agricultural economy that is highly diversified, producing major grains (except rice), oilseeds, deciduous and subtropical fruits, sugar, citrus, wine, and most vegetables. Its livestock sector includes cattle, dairy, hogs, sheep, and a well-developed poultry and egg industry. Value-added activities in agriculture include meat slaughtering, processing, and preservation; fruit and vegetable processing; dairy production; grain milling; oilseed crushing; prepared animal feed production; sugar refining; and the manufacturing of cocoa, chocolate, and sugar confectionery, among other food products.

In fiscal year 2024, the agricultural sector contributed approximately 12 percent to South Africa’s total export earnings, valued at $13.6 billion. Key exports included citrus, corn, wine, table grapes, apples, sugar, and wool. South Africa also exported pears, nuts, avocados, mohair, berries, and soybeans, among other products.

South Africa imported $7.6 billion in agricultural and food products in FY2024, marking a 5 percent increase from FY2023, primarily driven by higher rice and wheat imports. Major imports included rice ($674 million), wheat ($601 million), food mixtures ($480 million), palm oil ($447 million), food preparations ($214 million), and cane sugar ($196 million).

In FY2024, the United States exported $185 million worth of agricultural products to South Africa, a 28 percent decrease compared to the previous fiscal year. However, U.S. agricultural exports to South Africa are projected to increase in FY2025, driven by higher corn and soybean exports. Key U.S. exports to South Africa included poultry meat, almonds, food preparations, whiskies, and planting seeds. Other U.S. products imported by South Africa included animal feed and condiments and sauces.

The USDA’s Foreign Agricultural Service (FAS) office in Pretoria produces more than thirty market intelligence reports on various agricultural commodities in the Southern Africa region. FAS also publishes reports highlighting opportunities and regulatory requirements for U.S. agricultural exports to South Africa. The Exporter Guide for South Africa is an excellent resource for U.S. agricultural and food companies considering South Africa as a potential market. For further information, please contact the Foreign Agricultural Service in Pretoria at the following address:

Foreign Agricultural Service
U.S. Embassy
Pretoria
South Africa
Tel: +27 12 431-4057.
Email: agpretoria@ usda.gov

Sub-sector Best Prospects                

Grains           

The grain industry (barley, corn, oats, sorghum, and wheat) is one of the largest agricultural industries in South Africa, contributing more than 30 percent to the total gross value of agricultural production. The industry comprises several key stakeholders including input suppliers, farmers, silo owners, traders, millers, bakers, research organizations, financiers, etc. The animal feed industry is an important client and role player in the grain supply chain. Around 6 million tons of grain and 2 million tons of oilseed meal (from imported and locally produced sunflower and soybeans) are used by the animal feed manufacturing industry in South Africa annually.

Corn is the largest locally produced field crop, and the most important source of carbohydrates in the SADC region for animal and human consumption. South Africa is the main corn producer in the SADC region, with an average production of around 15 million tons per annum over the past 5 years. Local consumption of corn amounts to more than 12 million tons per annum, and surplus corn is usually exported. Wheat is produced mainly in the winter-rainfall areas of the Western Cape and the eastern parts of the Free State with considerable annual fluctuations in production. Average wheat production has been about 1.8 million tons a year over the past 5 years with local demand exceeding 3.5 million tons per year. Hence South Africa is dependent on wheat imports to meet the local demand.

Wheat

Over the past 20 years, and especially after the deregulation of agricultural markets in 1997, there has been a decreasing trend in the area planted with wheat despite increasing local consumption. Declining profit margins saw local wheat farmers scaling down wheat production and switching to other crops like canola, corn, soybeans, and increased livestock production. Furthermore, the trend in wheat production has been sporadic over the past 20 years because of unpredictable weather conditions. Without an advance in technology or policy changes, the decreasing trend in hectares planted with wheat in South Africa will continue.  

South Africa’s wheat consumption is the highest in Southern Africa, and wheat is the second most important grain commodity consumed after corn. The annual per capita consumption of corn, in the form of a meal, is the highest at 90kg (198 lbs.) per person, followed by wheat (58 kg or 127 lbs. per person) and then rice (16kg or 35 lbs. per person). South Africa consumes around 2.4 billion loaves of bread per annum, or 40 loaves of bread per person per year. Local wheat demand in MY 2025/26 is estimated at 38 million tons and wheat imports at 2 million tons. United States wheat exports in fiscal year 2025 is expected to reach $23 million, the highest since 2019.  

Table 1: Wheat Market Size

Source: Trade Data Monitor

Web Resources on Grains

U.S. Wheat Associates has an office in Cape Town, South Africa. 
InfoCPT@uswheat.org
Cape Town - U.S. Wheat Associates (uswheat.org) 
U.S. Grain Council has representation in Pretoria, South Africa
Koster0@absamail.co.za
Middle East/Africa/Europe (Tunisia) - U.S. GRAINS COUNCIL

Alcoholic Beverages    

South Africa consumes more than 4.5 billion liters of alcoholic beverages per annum and is also an important exporter of alcoholic beverages, especially wine. However, South Africa also imports a significant number of alcoholic beverages, especially whiskey. Recent trends indicate that consumers are turning to new and innovative distilled spirits. South Africans’ tastes and preferences are becoming more sophisticated, and the average consumer is increasingly expecting a wider range of alcoholic products on retail shelves. As a result, an extensive range of new imported products has become available in the market. Openness to new products and an increasing middle class has helped to create a positive climate for the sale and promotion of United States distilled spirits. However, price sensitivity, rather than brand loyalty, dictates consumer purchasing behavior.  

Table 1: Alcoholic Beverages Market Size

Source: Trade Data Monitor

Resources

The Distilled Spirits Council of the United States can help U.S. distillers with market information and advice on how to export to South Africa

Other Sub-sector Best Prospects

Poultry

Overview

Between 2000 and 2010, South Africa experienced steady economic growth and rising average incomes, which drove many consumers toward protein-rich diets and convenience. As a result, meat consumption surged during this period. Per capita meat consumption increased by more than 4 percent annually on average, while chicken meat consumption per capita grew by over 7 percent annually. As disposable incomes rose, South Africans’ purchasing habits reflected their strong preference for meat. However, since 2010, slower economic growth in South Africa has also slowed the growth of meat consumption. The per capita consumption growth rate for meat has dropped to about 1 percent per year. Currently, South Africa consumes approximately 4.0 million tons of poultry, beef, lamb, and pork annually. Poultry accounts for about 60 percent of total meat consumption, with a per capita consumption of 36 kilograms per year. Due to its affordability and widespread availability, poultry is the most important protein source for most South Africans, particularly in low-income households, which make up the majority of consumers.

Chicken Meat

South Africa’s chicken meat market is characterized by three key features that distinguish it from many other countries. First, there is a predominant demand for bone-in (dark meat) chicken cuts over breast meat (white meat). Bone-in chicken cuts make up nearly 60 percent of total chicken meat demand and are typically sold as “individually quick frozen” pieces in low-cost 2-kilogram (4.4 pounds) and 5-kilogram (11 pounds) mixed packs. Second, brining is a common practice in South Africa. Nearly all locally produced frozen chicken contains brine to preserve and improve the quality of the meat. In 2016, the South African Department of Agriculture implemented a regulation limiting brine content to a maximum of 15 percent of the product’s weight. Before 2016, brine levels of up to 43 percent were recorded, which resulted in higher water content in frozen chicken packages. Third, there is relatively low demand for fresh (unfrozen) chicken meat. Fresh chicken accounts for less than 10 percent of total chicken consumption in South Africa. These characteristics reflect the dominance of a lower-income consumer base, as fresh chicken is typically sold at a premium compared to frozen and brined bone-in chicken pieces.

Chicken meat represents more than 95 percent of all poultry imports into South Africa, with the remainder consisting mostly of turkey products. In fiscal year 2024, South Africa imported 395,000 metric tons (equivalent to 435,412 U.S. tons) of chicken meat valued at $250 million. Brazil is South Africa’s leading poultry trade partner, accounting for 72 percent of the market by value, followed by the United States and Spain, each with a 7 percent market share.

High tariffs continue to limit poultry imports from major suppliers and increase prices for South African consumers. On March 12, 2020, South Africa raised its applied Most Favored Nation (MFN) duties on poultry imports. The duty on bone-in chicken increased from 37 percent to 62 percent, while the duty on boneless portions rose from 12 percent to 42 percent. These tariff rates remain within South Africa’s World Trade Organization (WTO) bound commitments.

Since 2000, exports of frozen bone-in chicken portions from the United States to South Africa have been subject to anti-dumping duties. These duties are reviewed every five years by the International Trade Administration Commission (ITAC). On April 17, 2024, ITAC announced in the Government Gazette that the anti-dumping duties would be extended at current levels, following the Minister’s approval of ITAC’s recommendation. In 2016, after extensive negotiations, the U.S. and South African poultry industries agreed to a Tariff Rate Quota (TRQ) that exempts a specific volume of U.S. frozen bone-in portions from anti-dumping duties. The current TRQ is set at 71,963 metric tons (equivalent to 79,325 U.S. tons). However, even U.S. exports of leg quarters within the TRQ remain subject to the 62 percent MFN duty.

Table 2: Chicken Meat Market Size

Source: Trade Data Monitor 
Resources on Poultry

The U.S.A. Poultry and Egg Export Council can help U.S. poultry exporters with market information and advice on how to export to South Africa.

Sub-Sector Best Prospects                

Tree Nuts

Tree nut consumption in South Africa has grown steadily in recent years, driven by increasing consumer preferences for healthier food options. Consumers are seeking natural, plant-based products that serve as wholesome treats and nutrient-rich snacks without compromising on flavor. Tree nuts are versatile ingredients that align with the health-conscious, natural, and flavorful dietary trends of South African consumers.

Tree nuts are also in high demand as ingredients in food manufacturing, particularly for products such as baked goods, breakfast cereals, mixed snacks, granola bars, and trail mixes. Nut importers in South Africa operate across various industries, including nut distributors, manufacturers of nut-based products, and importers of ingredients for other food products.

Almonds

Almond production in South Africa remains relatively small compared to other tree nuts. While local growers are expanding almond production, nearly all domestically produced almonds are exported due to higher prices offered by international buyers. This creates opportunities for price-competitive almond importers to meet domestic demand. Additionally, most almond imports from the United States enter South Africa duty-free.

South Africa is the leading almond consumer in the Southern Africa region and ranks as the third-largest market in Africa, following Morocco and Nigeria. Almond import volumes have grown at an average rate of 10 percent annually since 2013, and imports are expected to continue increasing as demand outpaces domestic production. Historically, the United States has been South Africa’s primary almond supplier, accounting for over 85 percent of the market share in FY2024, with an average annual export value of $17 million over the past five years.

South Africa primarily imports shelled almonds, which are sold as whole brown almonds or processed into slivered, diced, or blanched forms. Almonds are widely available in major retail outlets such as Woolworths, Pick n Pay, Checkers, Spar, and specialty stores like Montagu Snacks.

Table 3: Almond Market Size

Source: Trade Data Monitor 

Resources

The Almond Board of California can help U.S. producers with market information and advice on how to export to South Africa.