Nielsen Africa Prospects Indicator Report August 2015

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Thursday, October 15, 2015 / Nielsen Nigeria

The Nielsen Africa Prospects Indicator (APi) report provides comprehensive insights across an extensive range of indicators, culminating in an unambiguous ranking of prospects in Sub-Saharan African countries.


The strength of the APi is its unique ability to integrate business, consumer and retail prospects together with more speculative and commonly used macro-economic factors. This brings companies closer to consumer market realities, which means investment can be optimally directed to achieve maximum impact.


The APi is the outcome of intensive collection and analysis of detailed macro-economic, business, retail and consumer information sets. These have been combined and weighted into a consistent single source, trended and comparative set of metrics; to understand not only a country’s relative potential but also the source of that potential.

The key findings from the report are:

  •        Nigeria is the Top Ranked Prospect in Africa, however the more moderately ranked Business and Retail elements are the critical sources to develop for sustained success. 
  •        Cote d’Ivoire is an unexpected 2nd providing substantial economic recovery, but Consumers are the key to tapping into this potential
  •        Businesses views their prospects in South Africa ahead of the country growth potential
  •        Ethiopia is ranked as the top country growth opportunity, but business is not equally optimistic about their ability to execute on this opportunity
  •         44% of Zambian retailers feel consumer spend in their store is increasing and 48% believe the ease of doing business is improving

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