New data released by Africa Facts Zone has highlighted how Nigeria and South Africa continue to serve as the largest and most strategic markets for some of the world’s biggest consumer and service brands operating on the continent.
According to the data, South Africa remains the biggest market for pay-TV giant DStv, with 7.9 million users, while fast-food chain KFC also records its largest African footprint there, boasting 1,052 outlets across the country. Premium beverage brand Hennessy similarly identifies South Africa as its leading market on the continent.
Nigeria, driven by its vast population and consumer base, stands out as the largest African market for several major brands. Telecommunications giant MTN records 85 million users in Nigeria—its single largest market in Africa. Airtel also counts Nigeria as its biggest market, underlining the country’s dominance in Africa’s telecom sector.
In the consumer goods segment, Indomie noodles and Guinness both find their strongest African markets in Nigeria, reflecting the country’s deep appetite for fast-moving consumer goods and beverages.
Meanwhile, Egypt emerges as Uber’s largest African market, with 5 million users, showcasing the country’s leadership in digital mobility and ride-hailing adoption on the continent.
The data underscores a broader trend: multinational companies continue to concentrate investments and expansion efforts in Nigeria and South Africa due to their population size, urbanisation, consumer spending power, and developed commercial ecosystems, while Egypt is rapidly asserting itself as a key technology-driven market in North Africa.
