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Supermarkets, hypermarkets, shopping centers, all segments are progressing steadily on the African continent. And the big brands are looking for the best way to adapt the commercial offer to the tastes and habits of African urban consumers.
In sub-Saharan Africa, modern trade, that is to say supermarkets, already represents 20 to 30% of distribution. While there are notable differences depending on the country, the trend is the same everywhere: in urban areas, department stores are flourishing. “ The future is very clearly towards more modern distribution, says Julien Garcier, director of Sagaci Research, an analysis firm specializing in the field of African consumption. Because the African consumer wants pleasant stores, stores close to home, low prices and a controlled assortment. So I think modern commerce responds well to those needs. »
Still, the competition is fierce. And to succeed, you have to be imaginative. Thus, the Franco-Japanese group CFAO has been betting since 2019 on the development of its Supeco chain, a discount brand located in working-class areas of cities. “ The Supeco model responds perfectly to the demand of these populations. So Supeco must be a retail development base for us. “says Malick Niang, General Manager of CFAO Consumer Retail in Senegal.
Proximity and low prices
Sober, simple and modest stores where we sell retail, but also wholesale. Jean-Christophe Brindeau, Managing Director of the CFAO-Retail brand, thinks he has found the magic formula to seduce consumers: “ They realize that the products are not more expensive, sometimes even cheaper than in their traditional markets. And suddenly, they flip. And since it’s a simple and humble brand in its marketing, in its colors, in its production, it’s less scary. To be honest, it’s less impressive, and customers come in and take ownership of this store. »
Thinking about the stores of tomorrow means first of all understanding the habits and tastes of consumers. For example, all chains are placing more and more importance on locally produced products. And in terms of consumption habits, the single dose, that is to say the small daily sachet, is a factor to be taken into account.
« When you look at Supeco, they have unidose. When you look at other countries on the continent, for example Kenya, the small supermarkets have single doses, note Julien Garcier, du cabinet d’analyse Sagaci Research. And they need the single dose to attract the middle class consumer, but also to anchor a “price” image which is low. Because the consumer will remember the lowest price. And the lowest price is often the smallest product. ».
Low cost and proximity are the watchwords of supermarket chains in Africa. A model that brings the continent closer and closer to what is being done elsewhere. But for the time being, the big forgotten ones are the rural people. In Africa, modern distribution has not yet invaded the countryside.