Retail in Frontier Markets in Sub-Saharan Africa: Three Key Trends for 2024

January 2025

This report covers the retail sector in frontier markets in Sub-Saharan Africa. Euromonitor International’s definition of the region includes the following countries: Angola, Côte d’Ivoire, Ethiopia, Ghana, Kenya, Cameroon, Tanzania and Uganda. Frontier markets in Sub-Saharan Africa exclude South Africa and Nigeria.

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Overview:

Understand the latest market trends and future growth opportunities for the Retail industry in Angola with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in thsi report provides detailed qualitative analysis for the folloiwng regions, with detailed quantitative analaysis provided for all indivdiual countries within the regional groupings:

  • The Baltic States – Estonia, Latvia, Lithuania
  • Frontier Markets in Southeast Europe – Bosnia and Herzegovina, Croatia, North Macedonia, Serbia, Slovenia
  • Central Asia and the Caucasus – Azerbaijan, Georgia, Kazakhstan, Uzbekistan
  • Frontier Markets in South Asia – Bangladesh, Pakistan, Sri Lanka 
  • Frontier Markets in Southeast Asia – Cambodia, Laos, Myanmar
  • Central America and the Caribbean – Dominican Republic, Guatemala, Honduras, El Salvador, Panama, Costa Rica
  • Frontier Markets in South America – Bolivia, Ecuador, Paraguay, Uruguay
  • Frontier Markets in the Middle East and North Africa – Algeria, Iraq, Jordan, Kuwait, Lebanon, Oman, Qatar, Tunisia
  • Frontier Markets in Sub-Saharan Africa – Angola, Cote d Ivoire, Ethiopia, Ghana, Kenya, Cameroon, Tanzania, Uganda

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Grocery Retailers
  • Non-Grocery Retailers
  • Retail E-Commerce
  • Direct Selling
  • Vending

If you're in the Retail industry in Angola, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retail in Angola report includes:

  • Analysis of key retail trends
  • Detailed segmentation of histroic retail value sales by channel
  • Company and brand market shares (retail value sales)
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retail in Angola?
  • Which are the leading retailers in Retail in Angola?
  • How are products distributed in Retail in Angola?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Angola?
  • To what extent are sales shifting towards digital channels?​
  • What is the long-term outlook for bricks-and-mortar? ​
  • How is macroeconomic and political uncertainty affecting the retail industry?​
  • What types of retailers are seeing the fastest growth in digital sales?​
  • What is the future of retail?

Retail in Frontier Markets in Sub-Saharan Africa: Three Key Trends for 2024

Frontier markets in Sub-Saharan Africa: Overview
Chart 1 Retail in Context 2023
Chart 2 Retail in the Context of Frontier Markets in Sub-Saharan Africa
Retail in 2023: The big picture
Chart 3 Retail Sales 2018-2028
The retail landscape remains dynamic across the region
Chart 4 Retail Channel Breakdown by Country 2018-2023
Low disposable incomes drive grocery demand at the expense of non-grocery retail channels
Chart 5 Retail Breakdown by Channel 2018-2023
Grocery retailers slowly modernise as urbanisation increases
Economic constraints affect demand for discretionary goods
E-commerce remains underpenetrated despite rapid growth
Naivas successfully bets on the Kenyan market
Chart 6 Top 10 Retail Companies 2018-2023
Chained retailers gain momentum across the region
Chart 7 Top Companies by Sales Growth 2018-2023
Competition intensifies between local, regional and international players in grocery retail
Chart 8 Grocery Retailers: Top Companies 2018-2023
Localised offerings support non-grocery retailers
Chart 9 Non-Grocery Retailers: Top Companies 2018-2023
Jumia reinvents its business model to meet demand from consumers
Chart 10 Retail E-Commerce: Top Companies 2018-2023
Demand for wellness products rises in direct selling
Chart 11 Direct Selling: Top Companies 2018-2023
What next for retail?
Chart 12 The Evolution of Retail 2018-2028
Chart 13 Absolute Growth by Channel 2018-2028
Chart 14 Retail: Country Sizes and Growth by Channel 2018-2028
Rural e-commerce shows high growth prospects
Chart 15 Retail: Channel Sizes and Growth by Country 2018-2028
Angola
Chart 16 Angola: Company Shares of Grocery Retailers
Chart 17 Angola: Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 18 Angola: Company Shares of Non-Grocery Retailers
Chart 19 Angola: Non-Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 20 Angola: Company Shares of Retail E-Commerce
Côte d’Ivoire
Chart 21 Côte d’Ivoire: Company Shares of Grocery Retailers
Chart 22 Côte d’Ivoire: Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 23 Côte d’Ivoire: Company Shares of Non-Grocery Retailers
Chart 24 Côte d’Ivoire: Non-Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 25 Côte d’Ivoire: Company Shares of Retail E-Commerce
Chart 26 Côte d’Ivoire: Company Shares of Direct Selling
Cameroon
Chart 27 Cameroon: Company Shares of Grocery Retailers
Chart 28 Cameroon: Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 29 Cameroon: Company Shares of Non-Grocery Retailers
Chart 30 Cameroon: Non-Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 31 Cameroon: Company Shares of Retail E-Commerce
Chart 32 Cameroon: Company Shares of Direct Selling
Ethiopia
Chart 33 Ethiopia: Company Shares of Grocery Retailers
Chart 34 Ethiopia: Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 35 Ethiopia: Company Shares of Non-Grocery Retailers
Chart 36 Ethiopia: Non-Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Ghana
Chart 37 Ghana: Company Shares of Grocery Retailers
Chart 38 Ghana: Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 39 Ghana: Company Shares of Non-Grocery Retailers
Chart 40 Ghana: Non-Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 41 Ghana: Company Shares of Retail E-Commerce
Chart 42 Ghana: Company Shares of Direct Selling
Kenya
Chart 43 Kenya: Company Shares of Grocery Retailers
Chart 44 Kenya: Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 45 Kenya: Company Shares of Non-Grocery Retailers
Chart 46 Kenya: Non-Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 47 Kenya: Company Shares of Retail E-Commerce
Chart 48 Kenya: Company Shares of Direct Selling
Tanzania
Chart 49 Tanzania: Company Shares of Grocery Retailers
Chart 50 Tanzania: Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 51 Tanzania: Company Shares of Non-Grocery Retailers
Chart 52 Tanzania: Non-Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 53 Tanzania: Company Shares of Retail E-Commerce
Chart 54 Tanzania: Company Shares of Direct Selling
Uganda
Chart 55 Uganda: Company Shares of Grocery Retailers
Chart 56 Uganda: Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 57 Uganda: Company Shares of Non-Grocery Retailers
Chart 58 Uganda: Non-Grocery Retailers Channel Breakdown 2023 and % CAGR 2018-2023
Chart 59 Uganda: Company Shares of Retail E-Commerce
Chart 60 Uganda: Company Shares of Direct Selling

DISCLAIMER

Retail

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

See all of our definitions
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This report originates from Passport, our Retail research and analysis database.

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