Our Market

The market is considered by many as virgin territory where consumer mindsets and brand preferences are still in the formation phase.

The growing retail sector may be best be characterized as dispersed and fragmented, owing to the sheer size of what is one of the largest country in Africa in terms of land mass, and the limitations placed by a lack of modern infrastructure. However, the recent trends have been positive: the country’s first hypermarket was opened, and there is a visible growth in the Key Grocery sector with retailers establishing chains, upgrading their outlets, and introducing additional services.

For maximum impact and focus on placing your brands where the consumer is, our sales teams are structured along the following market sectors in what is one of the widest and best managed distribution networks in the Country: