Africa is one of the biggest sweet spots in global trade. With over 1.4 billion consumers, a youth population driving 70% of retail decisions and a fast-growing middle class, the continent is drawing attention from global manufacturers, exporters and retailers alike.

From Nigeria’s demand for novelty and biscuits to Kenya’s booming candy aisles and South Africa’s appetite for premium and functional treats, Africa’s sweet tooth is driving a trade transformation. In 2025, Africa is expected to import over 638,000 tons of confectionery and snacks, valued at more than $1.73 billion, with a steady growth rate of 1.6% per year. And that figure is only climbing.

As sourcing strategies evolve, Africa is influencing the formats, flavours and supply chains behind global sweets. ISM Middle East is the gateway to this fast-moving market, connecting you with 600+ global exhibitors ready to meet Africa’s demand with innovation and scale.

Confectionery Leaders Across the Continent

Nigeria

Africa’s largest confectionery market by value, Nigeria generates an estimated $4.7–5 billion in annual sales, growing at over 7% per year. A massive youth population and increasing access to modern retail make it a high-volume, trend-driven importer.

With $4.4 billion in annual sales, South Africa stands as one of the continent’s most mature confectionery markets. It also serves as a key regional distribution hub. Demand for sugar-free, vegan and premium chocolates is rising, prompting brands like Lindt to establish a stronger local presence.

Valued at $2.9 billion, Egypt blends traditional treats with global brands. Demand is on the rise for chocolate, biscuits and halva.

East Africa’s rising confectionery hub, Kenya, is projected to reach $1.6 billion in market value by 2025. A young, urban consumer base is fuelling growth in cookies, chewing gum and spicy-flavoured treats.

What’s Selling in Africa?Chocolate

Milk chocolate continues to lead thanks to its familiarity and affordability, but premiumisation is gaining momentum. Dark chocolate and filled bars are growing in South Africa, Morocco and Nigeria. In Ghana and Kenya, locally packaged chocolate made with imported compounds is repositioning premium products for mass appeal. Novelty formats like cartoon moulds and personalised bars are especially popular during seasonal peaks.

• Space Walkers LLC, USA
• Kamila Chocolate , Kosovo
• Akanlar Gıda , Türkiye

Gummies, Jellies & Hard Candies

This category thrives on affordability and impulse buying. Fruity and sour flavours dominate in Kenya, Ghana and Tanzania. Liquid-filled, fizzy and coated gummies, largely imported, are trending, especially among younger audiences. Novelty packaging and toy-linked formats perform well in urban areas like Nairobi and Lagos.

• CONFITECA eca C.A., Ecuador
• Shenzhen Amos Sweets & Foods Co., Ltd, China
• the Fini Company ES any, Spain

Biscuits & Wafers

Biscuits are an everyday snack across the region, from breakfast to midday treats. Chocolate-coated, cream-filled and glucose varieties sell well, with imports from India dominating in Nigeria, Uganda and Cameroon. In South Africa, premium products like portion-controlled shortbreads and vegan wafers are gaining traction.

• Mrs. Bector's Food Specialties, Ltd., India
• Amalfi Foods, Bahrain
• Day and Night Ltd, Bulgaria

Functional Sweets

Health-focused confectionery is growing. Sugar-free gums, herbal chews and fortified candies are gaining attention in South Africa, Nigeria and Egypt. Functional formats like date-nut bars and protein bites are resonating with busy, wellness-conscious shoppers. During Ramadan and beyond, demand for halal-certified functional sweets is increasing across North and West Africa.

• Korona M Food Industry, Bulgaria
• Shenzhen Amos Sweets & Foods Co., Ltd, China
• B Healthy Ltd - GB, UK

Seasonal & Giftable Packs

Gifting remains central to consumer behaviour. Seasonal collections for Ramadan, Eid, Christmas and Diwali are high-margin winners. Imports from Turkey, UAE and India offer premium, beautifully packaged assortments. In Nigeria, Egypt and Kenya, curated festive hampers are emerging as a growing niche.

• LEE Chocolate te, UAE
• Chocolate Lake Co., Oman
• Dugar Overseas Pvt. Ltd. , India

Ready to Make Your Mark in Africa and Beyond?

Africa’s confectionery market is projected to reach $39.85 billion in 2025 and growth is only accelerating. If you’re looking to enter or expand in this fast-moving market, ISM Middle East is your gateway. Register now and meet our exhibitors.