Nombre de page : 0

Date de publication : 30-11--0001

Edition : Non défini

Auteur : ired.org

Type : Ouvrages

Theme :

Africa is on companies’ growth agenda for obvious reasons. Six of the 10 fastest-growing economies in the world are in Africa, it has the world’s greatest proportion of young people, and it has a burgeoning urban population with growing demand for many goods not yet widely available, as well as the means to buy them.\r\nWith the exception of South Africa, modern trade is at an early stage of development. Indeed, the most common shopping channel is the table top; a stall set up at the side of the road or in the local market to capture local and passing trade––the emerging-market equivalent of the convenience store.\r\nIn a recent Nielsen study of sub-Saharan countries, we found that 80% of consumers shopped from table tops, of which there are no less than 200,000 in Nigeria alone. In addition, Nielsen retail sales data shows that some 40% of consumers shopped in small, local grocery stores, which account for nearly 50% of consumer goods spend. There are more than 550,000 of these outlets in the countries monitored.\r\nIn this environment, the approach to market is hugely complex. Manufacturers need to reach large volumes and many different types of outlets, figuring out the different role each plays for the consumer, and how to influence demand.