Nestle attempting to further penetrate African market by looking for small shops across South Africa that will buy its myriad of products

Nevin Barich

Nevin Barich

LOS ANGELES , December 1, 2011 () – Nestle is attempting to further penetrate the African market by looking for small shops across South Africa that will buy its myriad of products, The Wall Street Journal reported Dec. 1.

That’s a departure from the company’s usual strategy of focusing on big supermarkets. However, Nestle is basing its strategy in Africa on middle class estimates in the nation. The African Development Bank estimates that Africa's middle class — those earning between US$4 and $20 a day — will increase to 1.1 billion people by 2060 and account for 42% of the continent's population.

Nestlé is expecting 45% of its sales to come from emerging markets by 2020, up from about 30% currently. Nestlé's sales in Africa rose 6.4% to $3.6 billion last year, while global sales rose 2% to 119.8 billion.

The primary source of this article is The Wall Street Journal, New York, New York, on Dec. 1, 2011.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.

Share:

About Us

We deliver market news & information relevant to your business.

We monitor all your market drivers.

We aggregate, curate, filter and map your specific needs.

We deliver the right information to the right person at the right time.

Our Contacts

1990 S Bundy Dr. Suite #380,
Los Angeles, CA 90025

+1 (310) 553 0008

About Cookies On This Site

We collect data, including through use of cookies and similar technology ("cookies") that enchance the online experience. By clicking "I agree", you agree to our cookies, agree to bound by our Terms of Use, and acknowledge our Privacy Policy. For more information on our data practices and how to exercise your privacy rights, please see our Privacy Policy.