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Africa - The Ultimate Frontier Market: A guide to the business and investment opportunities in emerging Africa by David Mataen

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Chapter 15: Opportunities in Consumer Retail

A perceptible change is happening in the theatre of the African consumer experience. A few major forces are responsible for this and these can be expected to continue to shape the context of the African consumer markets in the coming years. An analysis of the main factors and the opportunities they create follows.

Forces shaping consumer retail

Population growth and demographics

The fastest population growth rate in the world is adding numbers to the already bulging consumer base in SSA; it is now slightly under a billion (862m by 2010 estimates) strong and growing year on year. The demographics of a pyramidal shape – indicating an expanding number of children and young people – should continue ...

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