The African continent is seeing rapid economic growth, coupled with a substantial increase in middle-class population and disposable income levels. Global companies are eyeing the African market for future growth and investing accordingly, especially in the fast-moving consumer goods (FMCG) segment. For companies planning to enter/expand in Africa, the key is to look beyond the obvious and invest in emerging economies in the African continent for sustained growth.
In this paper, we have identified countries within the African continent that have the potential to yield above average returns for FMCG companies, using a two-tiered screening process. Furthermore, we have highlighted the unique consumer characteristics and market dynamics of the selected countries along with some key challenges that warrant consideration for FMCG companies.