Dossier

Marketing and packaging: The retail revolution

With many of Africa’s economies amongst the fastest growing in the world, middle class urban consumers are increasingly changing the face of the food market in Africa. This evolving, more sophisticated market brings with it new challenges and opportunities. 

As one of Africa's most developed markets, how do Nigeria’s consumers’ choices compare with the rest of Africa?

Africa Consumer Insights (ACIC), 2012
SOURCE: Africa Consumer Insights (ACIC), 2012

Related Facts and Figures

A.T. Kearney African Retail Development Index, 2014

African consumer choices in urban areas

With 40% of its population living in cities, middle class urban consumers are increasingly changing the face of the food market in Africa.

SOURCE: A.T. Kearney African Retail Development Index, 2014

Nielsen Emerging Markets Insights, 2013: Kenya

Choice vs convenience

Consumers choose different outlets according to their needs as shown in preferences for kiosks and supermarkets in Kenya

SOURCE: Nielsen Emerging Markets Insights, 2013: Kenya

The Technical Centre for Agricultural and Rural Cooperation (CTA) is a joint international institution of the African, Caribbean and Pacific (ACP) Group of States and the European Union (EU). CTA operates under the framework of the Cotonou Agreement and is funded by the EU.