- 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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