While the opportunity for growth is massive for companies that can overcome Africa’s specific obstacles (see “Lessons from Africa’s pioneers”), the continent is brimming with competitors that have the same idea. More than 70% of the top 50 global consumer packaged goods makers are already tapping Africa’s rapidly expanding consumer market. For 20% of this top 50, Africa already represents more than 5% of their global sales—as much as 14% for Diageo and 10% for Parmalat— and most in that group also enjoy strong profitability.
In addition to the leading global players, a new species of consumer products competitors is quickly rising from the ranks of emerging market champions. Companies like Singapore’s Olam, Saudi Arabia’s Savola Foods and India’s Marico or Godrej Consumer Products are also aggressively going after the growing African consumer market.
(via Growing with Africa’s consumers Growing with Africa’s consumers - Bain & Company - Publications)

While the opportunity for growth is massive for companies that can overcome Africa’s specific obstacles (see “Lessons from Africa’s pioneers”), the continent is brimming with competitors that have the same idea. More than 70% of the top 50 global consumer packaged goods makers are already tapping Africa’s rapidly expanding consumer market. For 20% of this top 50, Africa already represents more than 5% of their global sales—as much as 14% for Diageo and 10% for Parmalat— and most in that group also enjoy strong profitability.

In addition to the leading global players, a new species of consumer products competitors is quickly rising from the ranks of emerging market champions. Companies like Singapore’s Olam, Saudi Arabia’s Savola Foods and India’s Marico or Godrej Consumer Products are also aggressively going after the growing African consumer market.

(via Growing with Africa’s consumers Growing with Africa’s consumers - Bain & Company - Publications)

Source bain.com