Feed the Lion
by Thomas Kuruvilla, Adnan Merhaba, Alejandro González, Emilio El-Asmar, Amit Maheshwari
September 2014
FMCG Opportunities and Challenges in Africa

In this paper, we have identified countries within the African continent that have the potential to yield above average returns for FMCG companies, using a two-tiered screening process. Furthermore, we have highlighted the unique consumer characteristics and market dynamics of the selected countries along with some key challenges that warrant consideration for FMCG companies.