Thu, Sep 7, 2017

Capturing the African consumer market

Issue Brief by Aleksandra W. Gadzala

Related Experts: Aleksandra Gadzala,

Africa East Africa Economy & Business English General Africa Inclusive Growth International Markets Macroeconomics North & West Africa South & Central Africa Trade

A supermarket in Nairobi, Kenya accepts M-Pesa payments. Currently the most popular mobile money service in Africa, M-Pesa offers consumers a digital platform to withdraw, transfer, and deposit money through a branchless bank account linked to their cellphones. Photo credit: Vodafone Group/Flickr.

For America’s consumer goods companies, the latest shifts in African consumer trends hold much promise. Africa’s population is growing at an outstanding rate and spending by consumers and businesses on the continent is forecast to grow significantly over the next decade. However, US investors often oversimplify and misunderstand African markets, which remain highly segmented, fluid, and absent of a discernible “middle.”

“Capturing the African Consumer Market: Truths, Trends, and Strategies for the Road Ahead,” by Aleksandra W. Gadzala, unpacks this complexity, and in doing so offers effective strategies for American companies to capture the opportunities afforded by Africa’s growth.

This issue brief is part of a partnership between the Atlantic Council’s Africa Center and the OCP Policy Center and is made possible by generous support through the OCP Foundation.