F.M.C.G. STRATEGY

Why FMCG brands in Africa must tailor strategy, not just translate it

By our African Marketing Confederation News Team | 2025

If you want to win on the continent as a marketer, don’t just scale. Localise, adapt your strategies and stay close to the consumer.

Africa is not one market. It’s thousands of micro-markets, each with its own rules, rhythms and realities. Nowhere is this clearer than in the contrast between East and West Africa.  

 

While both regions are home to dynamic consumer populations and immense growth potential, the way people engage with brands, adopt trends, and even perceive value can be dramatically different. 

Photo: Scott Edmunds via Flickr

In the latest issue of Strategic Marketing for Africa (Issue 3 2025), the magazine of the African Marketing Confederation, Tamer Farag Ayoub, a Cairo-based entrepreneur and brand architect, emphasises that Africa’s markets are diverse not just in language or geography, but in consumer psychology. Winning across the continent means building flexible, insight-driven systems that respect local rhythms. 

 

East Africa: Brand trust plays a central role 

 

In East Africa, countries like Uganda, Kenya and Tanzania tend to show more gradual consumer adoption. Products may take longer to catch on, but once they do, the loyalty is often deep and lasting.  

 

Brand trust plays a central role here. Consumers want to know: is this safe? Is this real? Certifications from local standards bodies like UNBS (Uganda) and KEBS (Kenya) are non- negotiable. 

 

Price sensitivity is also more pronounced, especially in non-urban markets. Smaller pack sizes and affordable units dominate the shelves. Marketing that’s too flashy or aggressive can backfire. Humility, community relevance and local language go further. 

 

West Africa: Fast-paced, hype-driven consumption 

 

In contrast, West African markets such Nigeria, Côte d’Ivoire and Burkina Faso are often led by fast-paced, hype-driven consumption. Youth culture, nightlife and music are powerful influencers. 

 

Packaging matters – bigger, bolder and glossier gets attention. Launch campaigns tend to be 

louder – involving pop-up events, brand ambassadors, and even celebrity endorsements. 

 

In Abidjan, you’ll see a new soft drink brand gain traction simply because it’s endorsed by a social media influencer and used a catchy jingle. The product isn’t radically different, but the cultural capital around it makes it a hit. At least temporarily. 

 

You can read more about these fascinating contrasts in the latest Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC). Read Issue 3 2025 online here.  

 

A Print Edition of the latest magazine will be available soon. This article can also be read in French. 

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Jason Lottering
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.