Premium Essay

Africa Market

In:

Submitted By anuragiitr
Words 8634
Pages 35
Sector Report

Fast-Moving
Consumer
Goods in
Africa
kpmg.com/africa

The series has the following reports:
• Oil and Gas in Africa
• Private Equity in Africa
• Manufacturing in Africa
• Luxury Goods in Africa
• The African Consumer and Retail
• White Goods in Africa
• Insurance in Africa
• Agriculture in Africa
• Power in Africa
• Construction in Africa
• Banking in Africa
• Healthcare in Africa

Contents
Introduction and Overview

1

Key Drivers

2

Market Size

2

Market Concentration

2

Related Industries

4

Spending Power

4

Buying Habits

5

FMCG in Africa

6

Food 6
Beverages 6
Personal Care Products

8

Home Care Products

8

FMCG Growth Spots in Africa

6

Ghana 9
Kenya 10
Nigeria 14
Sources of Information

16

Contact Details

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1 | Fast-Moving Consumer Goods in Africa

Introduction & Overview

The fast-moving consumer goods (FMCG) sector, also called the consumer packaged goods (CPG) sector, is one of the largest industries worldwide.
FMCGs are generally cheap products that have a short shelf life, and are purchased by consumers on a regular basis. Profit margins on these products are usually low for retailers, who try to offset this by selling large volumes. Some of the most well-known
FMCG companies in the world include Unilever, The
Coca-Cola Company, and Johnson & Johnson. The
FMCG sector comprises a large variety of products, with some of the most important categories being food, beverages, personal care products, and home care products. Within categories, FMCG products are often near-identical, and for this reason price competition between retailers can be intense. To boost profitability, companies use marketing and other techniques to establish loyalty to the product, which enables them to charge higher prices.

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