There has been quite a buzz around growth in Africa of late – hardly surprising when you consider that Africa’s population today sits at 1 billion, with 40% below 20 years old, and it is expected to grow to 1.4 billion by 2025. FMCG companies want in on the high growth potential that the African continent presents.
Investors need to be mindful however, that Africa is a complicated, challenging and difficult to enter market and succeeding in Africa requires a focused strategy. A one-size-fits-all approach simply does not work.
Source: Aperio FMCG consulting firm
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