How Africa’s digital economy is creating new consumer markets

For years, wheat has reigned supreme in African bakeries. However, Nairobi's Kirsten Bakery now showcases baked goods crafted from gluten-free ingredients like cassava, millet, and sorghum. This shift in consumer preferences is creating new business prospects for entrepreneurs, food scientists, and manufacturers. Judith Moraa, a Nairobi-based nutritionist, explains that people are opting for gluten-free foods not just because of celiac disease, but also due to gluten sensitivity and allergic reactions.

Moraa emphasizes that eliminating gluten is not a magic solution for weight loss, as excess calories from fats and sugars are the primary contributors. For those who can tolerate gluten, these indigenous crops offer valuable nutrients due to their high dietary fiber content. The global gluten-free bakery products market was worth approximately US$2.6 billion in 2025 and is expected to grow to US$7.38 billion by 2034, according to Fortune Business Insights.

While Europe and North America still lead the market, African businesses are positioning indigenous crops as locally sourced alternatives for both domestic and international consumers. These crops offer advantages such as local sourcing, reduced dependence on imported wheat, and resilience to drought. Researchers are developing technologies to make African gluten-free ingredients more competitive.

Daddy Kgonothi, a Food Science PhD researcher at the University of Pretoria, has created a modified marama bean protein concentrate to enhance the quality and affordability of gluten-free baked goods. At Stellenbosch University, Tanja du Toit has produced gluten-free breads, muffins, and pancakes using reformulated potato flour, which is naturally gluten-free and can be made from lower-grade potatoes.

In Ethiopia, teff is expanding its reach beyond traditional uses, while cassava and sorghum are finding new applications in specialty foods in other African countries. Governments in Nigeria and elsewhere are also working to establish international standards for root and tuber flours, further bolstering the sector's growth.