Consumer Goods

Africa is home to more than one billion people, presenting a massive potential consumer market. Moreover, population growth remains rapid, and the United Nations (UN) Population Division forecasts that the continent’s population will surpass the 1.5 billion mark by 2026 and the two billion mark 15 years later

As more africans are move to cities, making it easier for companies to target certain consumer groups, the consumer base for both local and global brands is growing. Moreover, the demographic make-up of the continent is favourable for mediaum-to-long term growth.

However, the continent is not a heterogeneous region, with various countries being at various levels of growth and market-attractiveness. Retail market opportunities in countries differ due to variances in consumer tastes, culture, income, and demographics. Ignoring these tastes and brand perceptions is detrimental for any brand.

Furthermore, national, local, urban/rural specificities have to be taken into account to understand and unlock the vast consumer spending potential.

Newmark has been partnering global brands to not only understand and strategically position their products, services, stakeholders and spokespersons in what is arguably a very fast-paced and multi-facetted market place. From launching and creatively positioning solar lamps in bottom-of-the pyramid rural communities to activating global brands in busy urban markets, our experience in the consumer space is built on the solid foundation offered by our panafrican experience and our ability to tap into global best practice.

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Newmark West Africa: PMB AN 002 Accra, Greater Accra Ghana

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