Nielson puts the African opportunity in perspective

Nielson have released a new report called The Diverse Peoples of Africa covering 7 countries. While they focus on urban and peri-urban consumers, mostly earning USD200 a month and above, there is some fascinating information available in there nonetheless. This is one of them – the visual puts the facts in context, the emerging consumer market opportunity in Africa is larger than that of India and China, albeit harder to crack. They say:

As the tactics and strategies needed to reach consumers across Africa require different approaches due to varied beliefs and behaviors, each country also requires a unique strategy. To succeed in Africa, it is important to not only ensure distribution in an unorganized market, but it is just as critical to confront the challenge of delivering an affordable product that gains consumer trust through offering quality and value.

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