With developing nations assuming the mantle as the drivers of global growth, new and insatiable consumers are continually introduced to the global markets, as spotlighted by the fact that as many as 200 million Africans will enter into consumer markets by 2015. Nigeria, for example, is one of the largest contributors to the aforementioned statistic with the median age of its population being nineteen years old as well as the fact that people of the ages 15-64 comprise 55% of the population (CIA World Fact Book, 2010). According to McKinsey Quarterly, “for many companies, Africa’s path to growth is a future worth investing in.” Moreover, Paul Collier stated in the June 2010 McKinsey Quarterly issue, “Africa is on the cusp of a reversal of fortunes.”
Opportunity in African emerging markets is further underlined by the following statistics (McKinsey Quarterly):
- GDP in Africa has been rising steadily, at approximately 5% per annum, in the past decade, reaching $1.6 trillion in 2008;
- More than fifteen Africans nations were expected to grow more than 5% in 2010 with Nigeria totaling close to 7% annual growth;
- In 2009, Sub-Saharan Africa was one of just two regions whose GDP rose. Asia was the other region to experience positive GDP growth;
- A comprehensive study of publicly traded companies operating in Africa from 2002-07, mostly in manufacturing and service sectors, found that they had an average return on capital that was two-thirds higher than comparable companies in China, India, and Indonesia.