West Africa Mayonnaise Market Fueled by Adoption of Western-Style Diets
Mayonnaise refers to a thick creamy sauce prepared from oil, egg yolks, lemon juice or vinegar. It is used as a dip for snacks, base for rolls or tacos, spread for sandwiches and salad dressing. Mayonnaise offers various health-benefits, such as improving heart health, lowering cholesterol levels and enabling nutrient absorption along with enhancing the taste of food items and adding richness to them. The expanding fast food industry and increasing number of organized retail channels in West African countries are providing a positive thrust to the mayonnaise market across the region. According to IMARC Group, the mayonnaise market in West Africa reached a value of US$ 28.1 Million in 2017.
Africans adopting western-style diets have created massive opportunities for market growth
Earlier, the consumption of mayonnaise was confined to the western countries, but with rapid urbanization and adoption of western lifestyles by consumers in West African countries, particularly in Algeria and Nigeria, the demand for this ready-to-use food item has increased. However, there is still an immense potential for the growth of the mayonnaise industry in the other countries in this region as the consumers are steadily moving towards flavored condiments. Apart from this, the manufacturers are offering flavors like cheese, mint, tangy pickle, chipotle, tandoori, etc., and low-fat and no-fat variants so as to attract a larger number of consumers. In addition, they are introducing mayonnaise in innovative packaging formats ranging from PET bottles and pouches to glass jars. As a result, the mayonnaise market in West Africa is expected to reach a value of US$ 46.4 Million by 2023, expanding at a CAGR of around 8.6% during 2018-2023.
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Unflavored mayonnaise leads the regional demand
On the basis of product type, the market has been segregated as flavored and unflavored mayonnaise. Unflavored mayonnaise represents the leading segment on account of its versatility as it can be used in various dishes ranging from salads to pasta and as a dip for snacks and seafood. On the other hand, flavored mayonnaise is available in many different flavors, such as hot and spicy wasabi, and zingy pesto, that add an extra flavor to meals.
Mayonnaise made from eggs accounts for the majority of the market share
Based on raw material, mayonnaise made from eggs leads the market in West Africa as the consumers prefer this type of mayonnaise for use in a number of dishes. Whereas, eggless mayonnaise is produced by substituting egg yolk with other vegan ingredients such as roasted eggplant, garlic, mustard, lime, etc. so as to cater to vegan consumers.
Institutional sector dominates the West Africa mayonnaise market
The institutional sector represents the leading end-use segment for mayonnaise, holding the majority of the overall market share. This sector comprises of restaurants, cafes, food outlets, hotels, etc. which are a major consumer of mayonnaise and have created a positive impact on its demand within the region. On the other hand, the retail sector is also experiencing a steady growth since consumers are opting for mayonnaise as a sauce or dressing to enhance the taste of raw vegetables when preparing food at home.
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Supermarkets and hypermarkets account for highest sales
The majority of mayonnaise is distributed through supermarkets and hypermarkets as they allow the consumers to easily access a wide variety of products ranging from green mint to garlic and classic mayonnaise. Moreover, the confluence of inflating disposable incomes and rapid urbanization has resulted in an increase in the supermarket shopping culture within the region. Convenience stores have also facilitated consumers to purchase goods at any time of the day as they remain open for 24 hours a day. Whereas, there has been a rapid rise in internet penetration and the use of mobile devices over the last decade, which has resulted in the growth of online retail. Moreover, specialty stores which deal in a single class of products offer convenience and ease to the consumers since they are able to find all varieties of mayonnaise in one place.
Nigeria enjoys the leading position in West Africa mayonnaise market
Currently, Nigeria dominates the mayonnaise market in West Africa due to increasing westernization and a constant rise in the population. Nigeria is followed by Algeria, Ghana, Senegal, Guinea and others.
The major companies in the West Africa mayonnaise industry are GB Foods, Nestle SA, Nurevas, McCormick Corporation, Kraft Heinz, TGI Pure Food Processing Industries, BM Foods, Al Ameera Foodstuff, Al Shams Food Industries, Ace Concept General Trading, United Food Company, Abdulla Al Amoudi General Trading, Sfal Al Jazeera General Trading and Al Douri Trading.
