With all the hype about Nigeria possibly overtaking South Africa
as the largest economy in Africa, we thought we would put the two
countries into context. For marketers, Nigeria represents an
enormous opportunity for growth and stretch - with a rapidly
expanding economy and consumer class. It's worth remembering,
though, that on a per capita basis, South Africa is four times as
wealthy as Nigeria, and there is still opportunity for brand growth
For an in-depth look at how to innovate better for African
our white paper on transformative innovation. And if you'll be
venturing north to take on the Nigerian market, don't miss the
first in our
Africa Insight series.
For that often-overlooked context, here is our snapshot of these
two economic power-houses of Africa.