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Early entrants are reaping rewards: global CPG Players are already active. 36 of the OC&C Global 50 Leading Consumer Goods companies have an active presence in Sub-Saharan Africa. For most, the main focus has been on South Africa and Nigeria.

However, 24 of the Global 50 have already established a presence beyond these two countries, making expansion within the subcontinent critical. Business presence is also observable in Kenya, Ghana and Angola, which have the next highest penetration levels of the Global 50.