In 2020, Sub-Saharan Africa is expected to be a US$2 trillion economy – the same size as Russia today. Home to more than 1 billion people, 30% of whom will live in just two countries (Nigeria and Ethiopia), average consumer spending will range from US$171 in Burundi to US$9,041 in the Seychelles. This disparate market offers challenges but also huge rewards for those who are able to provide products and services which serve the diverse needs of the region’s consumers.

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