Executive Summary
Amaranth Investment Opportunity for South Africa
Amaranth: From Plant to Product
Visual overview of amaranth in its various forms
Amaranth Plant
Distinctive magenta flowering tassels
Raw Seeds
Small, nutrient-dense grains
Value-Added Products
Processed amaranth snacks
Global Market Size
$9.76B
2024 baseline
→ $26.95B by 2035
Growth Rate
12.8%
CAGR 2024-2035
SA Yield Potential
40t/ha
Fresh leaves
1-6t/ha grain
Value Multiplication
133x
Seeds to supplements
83x for oil
Investment Thesis
Why amaranth represents a compelling opportunity for South African investors
Market Drivers
- Global health consciousness driving superfood demand
- Gluten-free market expanding at 9.2% CAGR globally
- Climate-resilient crops gaining agricultural priority
- Traditional African foods entering mainstream markets
South African Advantages
- Favorable climate for year-round cultivation
- Existing cultural familiarity with amaranth (morogo)
- Established agricultural infrastructure
- Lower production costs vs developed markets
Market Segmentation
Primary product categories and growth rates
Amaranth Seeds52.45% share
11.6% CAGR - Cereals, snacks, bakery
Food & Beverages62.05% share
10.81% CAGR - Primary application
Personal Care20% share
12.5% CAGR - Fastest growing
Key Risks & Mitigation
Market Development
Limited consumer awareness in premium segments
Mitigation: Education campaigns, sampling programs
Supply Chain
Limited commercial seed availability and processing infrastructure
Mitigation: Partnerships with ARC, phased capacity building
Competition
Established quinoa and chia seed markets
Mitigation: Local production advantage, cultural positioning
Strategic Recommendations
Phased approach to market entry and development
1
Phase 1: Foundation
- • Fresh leaf production for local markets
- • Build supply chain capabilities
- • Establish quality standards
- • Consumer education programs
2
Phase 2: Processing
- • Grain production scaling
- • Primary processing facilities
- • Flour and snack products
- • Regional market expansion
3
Phase 3: Premium
- • Oil extraction and cosmetics
- • Nutraceutical products
- • Export market development
- • Brand premium positioning