Africa is a continent of diverse cultures, business practices, and consumer preferences and behaviours. And it is also on the brink of major economic growth and demographic shifts, with 190m people expecting to become high-income earners by 2030. The vastness of Africa’s geography means there are plenty of opportunities to break into specific markets and then leverage this on a larger scale within a trading bloc and then beyond.

The demand for high quality, Western brands is on the up, with African consumers using digital platforms to not only find international trends but seek out products that match their lifestyles and values. Swedish retail brands have an opportunity to establish a strong presence and build up brand loyalty among savvy and sustainability focused African consumers.

Our report, Open for business provides insights into the market’s biggest trends and strategies to help Swedish retail brands assess and achieve the growth possibilities in Africa’s 12 major growth countries.