The global shea butter market is showing strong momentum. Future Market Insights values this market at $3.1 billion in 2025 (taking all uses into account) and forecasts an average annual growth of 8.2% until 2035. For the Asia-Pacific region, Cognitive Market Research estimates the value at $730 million in 2023, representing just over 26% of the global shea market. Meanwhile, Grand View Research predicts an average annual growth of 8.7% for this same region between 2025 and 2030, rising from $600 million in 2022 to approximately $1.1 billion by 2030.
These sources, although based on different scopes and reference years, converge to highlight the growing importance of Asia-Pacific, driven by a booming demand for natural and “clean” skincare products. However, accessing these markets is not without challenges, particularly in terms of regulation and competition.
Barriers to entry and competitive challenges
Accessing the Japanese and South Korean markets requires a complex strategic approach. Placing imported products on the market requires prior notification to a duly licensed local distributor. Furthermore, strict regulations under the Pharmaceuticals and Medical Devices Act (PMD Act), under the authority of the Ministry of Health, Labour and Welfare (MHLW), demand rigorous certifications. The same reality applies in South Korea, where the Ministry of Food and Drug Safety (MFDS) imposes particularly high standards, especially for functional cosmetics which are subject to strict prior inspection, unlike general cosmetics which benefit from a simplified procedure. While regulatory requirements may seem complex, they also define the framework within which Ivorian exporters can differentiate themselves. Understanding these rules is therefore the first step in developing an effective strategic positioning in these markets.
To establish themselves sustainably in these markets, Ivorian companies must develop a multi-criteria positioning and invest in capacity building: obtaining recognised international organic certifications (ECOCERT, JAS Organic in Japan, K-Eco in Korea, etc.), building authentic narratives centred on African origins and the empowerment of women producers, establishing partnerships with distributors specialising in natural products, and complying with the specific regulatory standards of each market.
The Global Shea Alliance initiative, launched in December 2022 according to Grand View Research, which aims to directly connect Japanese, South Korean, and Chinese cosmetic brands with African women’s producer cooperatives, illustrates the emerging opportunities for direct collaboration. By combining regulatory knowledge, certifications, ethical marketing, and strategic partnerships, Ivorian companies can transform these niche markets into genuine growth drivers.
An opportunity to be seized
Côte d’Ivoire produces approximately 250,000 tonnes of shea kernels per year, of which only 32% is processed locally by a small number of industrial units. This situation highlights the significant development potential of the sector, which will allow for the enhancement of national production in Asian markets. Ivorian exporters have the opportunity to turn these two niche markets into significant growth drivers, provided they adopt a progressive approach: starting with partnerships with brands specialising in natural products, developing a presence on e-commerce platforms dedicated to clean cosmetics, and gradually expanding their distribution network towards traditional channels. In conclusion, although the Japanese and South Korean markets still represent only a modest fraction of the Asian potential, their sophistication and influence on regional trends make them relevant strategic targets for Ivorian players ready to invest in quality, certification, and differentiation through African authenticity.
