West Africa Food Services Market Influenced by Development of Online Food Apps

According to IMARC Group, the West Africa food services market size reached US$ 5 Billion in 2018. Food services refer to activities involved in the sales of food products made out-of-home for immediate consumption either on the point of purchase or for home delivery and take-away. With the growing population and rapid urbanization in West African countries, an increasing number of people are getting engaged in outdoor activities, such as leisure plans, and outings with friends, families and colleagues. Owing to this, the preference to dine out has significantly increased, consequently contributing to the growth of the food service market in the region.

Over the years, inflating incomes and busy lifestyles of consumers in the West African region have changed their food consumption patterns. Consequently, there is an increasing inclination toward more convenient and quicker food alternatives. Also, with the rising internet penetration rate, consumers, especially the young population, have become tech-savvy and prefer to order food via mobile applications. Food service providers are also introducing innovative and convenient packaging designs, such as biodegradable and compostable packaging, along with providing diversified options on their menus, for take-away or delivering food at the doorsteps of consumers. Furthermore, the expanding tourism industry in the region has created a positive impact on the growth of the food service industry.

With western influences and social transformation, the food industry in the region is transforming from being unorganized to an organized industry. For instance, there is an active but informal fast food network in Nigeria, which is usually operated by unregistered indigenous groups that provide restaurant services to the populace. The organized food industry in the country is now aiming to incorporate this network into their mainstream operations, thus enabling the establishment of several fast food outlets and restaurants offering specialized products or services, such as pizza-only and ice-cream only menus, and indigenous items including ofada (white rice) and emu (palm wine), alongside foreign and continental cuisines such as salads, meat pies and hamburgers.

Full-service restaurants exhibit a clear dominance in the market

Based on the service type, the market has been segmented into full-service restaurants, fast-food joints, street kiosks/stalls, and cafes and bars. Amongst these, full-service restaurants currently represent the largest segment. This can be attributed to the increasing trend of eating or dining out and experimenting with new cuisines, which have led to the dominance of full-service restaurants in the West African region.

Eat-in services account for the majority of the total market share

The market has been segregated based on the retail type into eat-in and take away. Presently, eat-in represents the biggest segment, followed by take-away. Consumers in the West African region are inclined toward dining in restaurants as they offer hand-crafted dishes and a menu of classic and contemporary dishes made with the abundant local produce and seafood. However, take-away services have gained traction with rising internet services and the increasing number of smartphone users in the region.

Commercial sector dominates the overall market

On the basis of the end use, the market has been segregated into the commercial and non-commercial sectors. The commercial sector mostly avails the food services as its goal is to provide food and beverages to consumers for profit. These operations include fast-food and full-service restaurants, bars and nightclubs, catering and banquet facilities, and recreational and leisure outlets. On the other hand, the non-commercial sector prepares and serves meals as a secondary support service to healthcare facilities, corporations, educational institutions and other related organizations.

Offline mode represents the largest distribution channel

The market has been categorized based on the distribution channel into online and offline. The offline mode presently dominates the food service market owing to the rise in the dine-in frequency. However, with the introduction of various food services apps, the online mode of food ordering is also gaining traction.

Nigeria holds the leading position in the market

Nigeria currently represents the largest market in the West African region. This can be accredited to the large population-base in the country which has encouraged various food service providers to enter the market and establish their outlets. Other major countries are Ghana, Cote d’Ivoire, and Senegal.

Related Research: Food Packaging Companies

About IMARC Group: IMARC Group is a leading market research and consulting company that offers management strategy and market research worldwide. The company has done multiple projects on the food service industry in West Africa, which has enabled the clients to set up and expand their businesses successfully. Some of the company’s offerings include:

• Market Research
• Plant setup
• Plant Expansion
• Marketing and sales
• Procurement and Distribution
• Innovation and Product Development

Imarc Group is a leading market research and consulting company that offers management strategy and market research worldwide.