African Markets and Consumers

For centuries, Africa has been considered almost exclusively as a commodity-export region. From early in the Middle Ages, Arab traders were sourcing kola nuts, gold and ivory tusks across the Sahara Desert. Still today, most of the African trade focuses on the export of oil, minerals and raw agricultural products (like cocoa, coffee or tea) and is controlled by non-African multinationals. However, the last decades saw several changes in foreign companies. Attitude toward Africa: Western and Asian corporations seem to be focusing on Africa´s potential as a consumption market, mimicking the success of some indigenous players.