WG

Africa’s White Goods Export

Africa is currently home to one billion people, presenting a massive potential consumer market. Furthermore, the continent’s population will surpass the 1.5 billion mark by 2026 and the two billion mark 15 years later. The strong growth in African consumer spending over the past decade and the positive outlook for demographic dividends over the coming decades is part of the consumer evolution story that is perennially talked about in African business and investment circles. Africans are increasingly moving to cities, making it easier for companies to target certain consumer groups. Admittedly, Africa’s retail sector remains relatively under-developed at present, with most shopping still being done at traditional shops and markets. The formalisation of retail activities – already underway – will be a key trend underlying the sector’s expansion in the coming decade. Another key challenge for retailers and white goods sellers in particular is the high levels of poverty on the continent.

Most of Africa’s consumers are extremely poor, and spend the majority of their money on food and other necessities – the acquisition of household furniture and appliances accounts for only around 5% of household expenditure. Nonetheless, the continent’s middle class (those households spending more than US$3,000 per annum) totals almost 40 million. This report will firstly look at the continent’s major manufacturers and exporters of white goods (South Africa and Egypt, and to a lesser extent Tunisia). Secondly, based on imports and market size data, the following major white goods markets will be reviewed: Nigeria, Egypt, South Africa, Morocco, Ethiopia, Kenya, Ghana, and Ivory Coast.

Manufacturing Exports

Manufacturing & Exports

There are many reasons why Africa’s manufacturing sector is under-developed: limited access to effective and efficient labour; inadequate infrastructure; armed conflict, corruption and instability not being conducive to long-term capital investments; rising fuel and electricity prices (and associated issues with reliability of supply); competition with Asian and developed world counterparts; a shortage of domestic suppliers of inputs; and the high costs of importing and exporting goods, amongst other issues. Manufacturing exports account for around a quarter of the continent’s export revenues compared to a figure of 75% for East and South Asia.

Nonetheless, there are more than a handful of countries on the continent that rely on manufacturing for a notable part of their overall economic activity. These economics include (in alphabetical order. Algeria (oil refining, gas and food processing); Angola (oil refining); Egypt (textiles, cement products and automobiles); Ghana (aluminium smelting, cement, and agro-processing); Kenya (food canning, grain milling and sugar refining); Libya (oil refining, food and fertilisers); Morocco (textiles, electronic goods and automobiles); Nigeria (oil refining and cement); South Africa (energy and metal products); Swaziland (textile-related products), Tanzania (food and beverages); Tunisia (key industries include mechanical and electronic goods, textiles and agro-processing); and Uganda (agro-processing). There is no African country very dependent on the production of white goods. South Africa and Egypt represented the only two economies with major excess production of certain white goods and accounted for 87% of Africa’s white goods exports during 2011-13. When adding Tunisia, this figure increases to 90%. Namibia and Swaziland combined accounted for a further five percentage points of these shipments, while the addition of Kenya and Morocco sees these seven economies representing almost 97% of white goods exports. Over the past five years, some three-quarters of these exported goods (by value) were cooling equipment: refrigerators & freezers and air conditioners. White goods exports as calculated in this report were valued at an average of US$470m during 2011-13. However, this represented less than 0.1% of the continent’s total export revenues for the period.

If you’re interested in getting more data on Africa’s manufacturing and export of white goods, please download our 2015 sector report on White Goods in Africa

About Femi Oke

Relentless passion for creativity and digital acumen to help a professional services firm thrive in the digital space. Femi is an individual with a rich experience on regional African knowledge, its diverse business culture and he understands the continent’s economic drive. He thrives on selfless service and lasting mutually beneficial relationships with colleagues and especially clients encountered in the course of his duties. He is creative, practical and self-motivated with business judgement in corporate, brand and strategic communications, social, digital & traditional media and executive profiling. Roles in the firm include New Media, Digital Communication, Corporate Communication, executive profiling and Brand Management execution. Working on the multi-million dollar Africa high growth market project stands out for femi; besides this, managing all KPMG’s digital communication for the World Economic Forum on Africa is another project that gives him great delight. Femi holds a Masters Degree in Global Marketing from the University of Liverpool.

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