Frontier Themes: Affordability in Africa

The rise of the African consumer continues to present a significant opportunity for local and multinational consumer companies operating in the region. However, there is growing frustration among these companies over whether this opportunity will be realised, given disappointing sales growth in the region in recent years.
We argue that the challenges and underwhelming performance of most of these companies is not because the opportunity does not exist, but because of their inability to adapt adequately to local nuances. In particular, that of consumer affordability, which essentially is the production and sale of consumer products and services at price points that are within reach of most consumers.

In this note, we discuss why we think that affordability in critical, why we believe that its importance has risen to prominence recently, the factors that will enable its greater adoption and the implication for investments in the region.

Tellimer provides an integrated suite of services focused on the world's developing markets. It offers world class investment research and local insights; end-to-end content distribution and analytics; market execution and corporate access; brokerage services across Fixed Income and Equities; and expert advisory services.

Tellimer is headquartered in London, UK, with additional offices in Dubai, Lagos, Nairobi, New York and Singapore. It is a division of Exotix Partners LLP.

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