The Wall Street Journal is currently running an in-depth interactive series on the rapid development and potential of the African consumer market. The first installment of the series includes a wealth timeline of foreign investment in Africa, consumer profiles, an insightful article on multinational brand perspective and more. It’s a must read. I’m looking forward to reading more in this series.
There’s a new gold rush under way for the African consumer, a campaign that spans the continent and aims to reach an emerging middle class. These are the people who have begun to embrace cellphone messages, restaurant meals and trips down supermarket aisles.In Kenya, a battle between units of Britain’s Vodafone Group PLC, and India’s Bharti Airtel Ltd. has driven down the consumer’s cost of a text message to a penny. Yum Brands Inc. of the U.S. recently said it wants to double its KFC outlets in the next few years to 1,200.And Wal-Mart Stores Inc. has agreed to pay nearly $2.5 billion to buy 51% of South Africa’s Massmart Holdings Ltd., with plans to use the discount retailer as a foothold for continental expansion. Andy Bond, Wal-Mart’s regional executive vice-president, describes the potential as a “10- to 20-year play.”Some analysts believe a billion-person continental market already has arrived. Consultancy McKinsey & Co. says the number of middle-income consumers—those who can spend for more than just the necessities—in Africa has exceeded the figure for India. The firm predicts consumer spending will reach $1.4 trillion in 2020, from about $860 billion in 2008. – Read more on WSJ.com