Africa Rising: How 900 Million African Consumers Offer More Than You Think

6. Running with the Cheetah Generation: Opportunities in Africa’s Youth Market

Africa is one of the most youthful continents in the world, and growing younger every day. Capturing the African market opportunity means understanding and appealing to African youth—from music to milk to school uniforms.

In the center of Harare, Zimbabwe, a two-story retail store is filled to the brim with the hopes of African parents for their children. In neat storage cubicles that line the walls of Enbee Stores are the multicolored uniforms of area schools. Parents came to this shop in the summer 2006, or the 25 other Enbee Stores across the country, to purchase what is often the best set of clothing their children will own. This is a youth market in a continent ...