Estimating potential urban demand: a case study of the size of the Ghanaian domestic market for instant fufu

Abstract

Cassava has significant potential to contribute to rural incomes and to meet urban food needs. Understanding urban demand is an important part of developing this market opportunity. In this paper the potential urban demand for instant fufu powder was estimated. Methodological difficulties and data inconsistencies restricted the accuracy of the analysis. However, using sensitivity analysis, it was estimated that the true annual potential demand for instant fufu powder probably lies in the range of 1,000 to 17,100 metric tonnes. Even the lower limit would represent a substantial new opportunity for Ghanaian food manufacturers, albeit one that would not be easy to exploit. The estimated demand translates to a 2,000 to 34,200 metric tonne derived requirement for fresh roots (ca.0.8% to 13.2% of total trade) and substantial demand for plantain, all of which could be supplied by Ghanaian farmers. It is likely that farmers would enjoy substantial added benefits if these markets could be exploited