Eswatini a promising export destination

Trade Focus

Allan Majuru

President Mnangagwa’s assumption of the Southern African Development Community (SADC) chairmanship in August has enhanced Zimbabwe’s regional engagement and provided a strategic platform to strengthen trade relations across Southern Africa.

In this leadership role, Zimbabwe is now at the heart of regional trade, opening doors for greater economic cooperation with neighbouring countries and facilitating the movement of goods and services.

With Zimbabwe now in a central leadership role, President Mnangagwa has actively promoted regional integration, deepening engagements with SADC member states to explore mutually beneficial trade opportunities and unlock the region’s untapped potential.

This aligns with the Second Republic’s economic diplomacy strategy, led by the Ministry of Foreign Affairs and International Trade, which has allowed Zimbabwe to diversify its trade partners and engage new markets previously underexplored.

One promising market is Eswatini.

Zimbabwe even participated in the premier Eswatini International Trade Fair in September.

At this event, representatives from several Zimbabwean ministries and institutions showcased a range of local products and services, highlighting the country’s capabilities and quality product offerings.

The fair highlighted an opportunity for local businesses to expand into Eswatini, a country that imports the bulk of its goods.

Market potential

Located in Southern Africa and with a population of approximately 1,2 million, Eswatini is a landlocked country that shares borders with South Africa and Mozambique, offering Zimbabwe a convenient route to expand its presence in these neighbouring countries’ markets.

Zimbabwe and Eswatini are both party to regional trade agreements such as the SADC Trade Protocol and the Common Market for Eastern and Southern Africa (COMESA), which provide local exports with reduced tariffs and streamlined access.

Opportunities

Eswatini’s reliance on imported goods presents a ripe market for Zimbabwean products, particularly in processed foods that have received favourable feedback.

Zimbabwe’s food products, such as biscuits, sweets, potato chips, wine, cordials, tea and coffee, have received positive feedback from Eswatini buyers for their quality and taste, creating a clear demand for expansion.

Companies that can consistently produce high-quality processed foods are well-positioned to capture this market.

Beyond food products, there are additional promising sectors for local businesses in Eswatini, including leather goods, pharmaceuticals, cosmetics and clothing.

Zimbabwe’s leather industry, known for its durable, high-quality goods, has the potential to meet growing demand in Eswatini for unique, well-crafted exotic leather items.

Zimbabwean manufacturers could gain a strong presence in Eswatini by leveraging these advantages and providing leather goods that stand out from what other suppliers offer.

Cosmetics, especially essential oils, represent another opportunity.

Essential oils, derived from plants and renowned for their therapeutic, aromatic and cosmetic properties, have become increasingly popular in Eswatini as consumers shift towards holistic health and natural wellness.

Zimbabwe has favourable conditions for cultivating plants used in essential oil production, including species like eucalyptus, lavender, tea tree and lemongrass.

The country’s climatic diversity and fertile soil make it possible to produce high-quality essential oils, which appeal to both individual consumers and industries.

The rise of natural and organic products has made Zimbabwe’s essential oils particularly appealing to Eswatini’s consumers, who value high-quality natural products.

Apart from consumers, local producers can also target cosmetics, health and wellness, aromatherapy and personal care industries, among others.

The health benefits associated with essential oils, such as stress relief, improved sleep and enhanced mental clarity, further add to their appeal.

In Eswatini, the wellness industry is capitalising on these trends, incorporating essential oils into spa treatments, massage therapy and aromatherapy practices.

Zimbabwean producers have an opportunity to partner with Eswatini’s spas, wellness centres and even hospitals that increasingly use essential oils for therapeutic and other purposes.

Zimbabwean essential oils can be marketed as premium, authentic and sustainably sourced, and these qualities resonate well in Eswatini.

Zimbabwe also has a competitive edge in the clothing sector, particularly in safety wear, to meet Eswatini’s demand in industries such as mining, construction and manufacturing.

With expertise in producing high-quality protective wear, such as reflective jackets, overalls and industrial boots, local manufacturers can compete favourably on both quality and price against imports from other countries.

Leveraging a well-established textile supply chain and skilled labour, Zimbabwe can position its safety wear as durable and competitively priced, capturing a significant portion of Eswatini’s market for protective clothing.

Allan Majuru is the chief executive officer of ZimTrade.