Africa: How to navigate the retail distribution labyrinth

This report investigates growth opportunities in Africa, outlining some of the challenges companies face and identifying what is needed to build an effective distribution strategy.
  • Africa ranks high on companies' growth agendas, as the continent hosts six of the ten fastest-growing economies as well as the world's largest proportion of young people.
  • However one of the main challenges for marketers is to understand the highly-fragmented retail system and how consumers differ in this vast continent.
  • In sub-Saharan Africa, modern trade is at an early stage of development, with 80% of consumers shopping in traditional outlets such as table tops, of which there are no less than 200,000 in Nigeria alone.
  • The Nielsen report found that even top-selling new products struggle to build...

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