Leading food brands eye Africa’s growing markets

The global trade show market is predicted to hit $88.6 billion in 2026, doubling to $171.6 billion by 2032, driving ingredient giants like Synercore and Cape Food Ingredients to boost their stakes in Africa Food Show 2026 for its proven commercial edge.

The event accelerates market expansion into high-growth African regions, sparks ingredient innovation and forges direct partnerships with decision-makers for lasting distribution growth.

Top suppliers view it as a strategic hub, not mere visibility but for building partnerships, expanding networks and locking in long-term routes-to-market amid Africa’s growing $1-trillion food sector. Their increased 2026 commitments reflect 2025’s tangible return on investment (ROI), prioritising deals over branding and spotlighting the show as prime for decision-maker access, product development and pan-African market entry.

Exhibitors capture 40% of B2B marketing budgets because trade shows generate 33% of annual new business at 4:1 ROI (Fortune 500s achieve 5:1), proving irresistible in Africa’s relationship-focused markets where 99% of marketers favour face-to-face for superior leads, stakeholder connections and brand dominance.

With over 350 exhibitors, including over 25 ingredient companies, as well as more than 8 000 food and hospitality professionals attending, the Africa Food Show – which takes place from 10 to 12 June 2026 at the CTICC in Cape Town – draws a high-calibre crowd of buyers and influencers.

Last year’s event split evenly, with 50% international participation among local suppliers, drawing delegations from powerhouse markets like Kenya, Nigeria, Egypt and Ghana – all seeking South African partnerships and innovative ingredients to bolster their supply chains.

“In 2025, the Africa Food Show wasn’t just an exhibit for us; it created the space for real commercial momentum, from new product development to distribution partnerships,” says Alex Zabbia, executive: Dairy at Synercore. “We’re elevating to Platinum and Registration Sponsor for 2026 because we’ve found this event drives connections with serious African buyers – turning them into lasting contracts as we scale across East and southern Africa, building on last year’s nearly 9 500 professionals from 60+ countries.”

Dr Tertius Cilliers, CEO at Synercore, explains: “At Synercore, we don’t just develop products, we develop possibilities. With Africa’s population set to reach 2.5 billion by 2050, the food industry has never been more critical to our continent’s future. The Africa Food Show is the ideal stage where innovation thrives through collaboration, integrity and excellence, especially meaningful as we celebrate our 10th anniversary in 2026.”

Synercore is one of South Africa’s leading food creators, combining science and smart investment to help businesses create products that consumers love.

Cape Food Ingredients regional director Brian Lanton echoes this focus on practical partnerships. “The Africa Food Show provides an invaluable platform for fostering meaningful partnerships and showcasing innovation tailored to African markets. As a Silver Sponsor for 2026, Cape Food Ingredients is looking forward to engaging with manufacturers and industry stakeholders to present our expertise in sugar reduction, flavour systems and functional ingredient solutions. Come taste samples with us!

“Our focus is on supporting customer new product development and delivering cost-effective innovations that meet the evolving needs of the African food industry.”

Cape Food Ingredients leads in innovation across beverages, dairy, bakery, sauces and confectionery, offering advanced sugar-reduction technologies, flavour systems, stabiliser solutions and cost-saving product development designed for African markets.

As food brands eye Africa’s growing markets, the Africa Food Show stands out as the platform where deals ignite and partnerships endure. This year’s event promises even stronger international ties and business momentum.

Registration is open for industry professionals looking to source new products, explore partnerships and gain insight into Africa’s food industry.