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Feed the Lion

FMCG Opportunities and Challenges in Africa

By Thomas Kuruvilla, Adnan Merhaba, Alejandro González, Emilio El-Asmar, Amit Maheshwari
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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.

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