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Modern formats, such as supermarkets and hypermarkets, accounted for 7.5% of grocery retail sales across the whole of Africa in 2018. Defining a “modern” store as one with a sales area of more than 1,000m² or as part of a chain with at least three outlets, this study finds that there are now close to 12,000 of these on the continent and that they had a turnover of more than USD60 billion in 2018.
Modern retail now accounts for at least 10% of grocery retail sales in 12 African countries and 20% in seven (five of which are located in Southern Africa). On the other hand, the market share of modern retail is no more 1% in 20 countries, with Nigeria (0.6%) having one of the lowest penetration rates.
South Africa is by far the largest modern retail market on the continent, accounting for more than half of all sales, followed (in descending order) by Egypt, Morocco, Namibia and Kenya. While some have estimated that modern channels account for up to 30% of the Kenyan grocery retail market, Sagaci Research asserts that the true figure is actually less than 10%.
This report and the dataset that accompanies it are essential reading for those seeking insight into the evolution of grocery retail in Africa and how retail chains of all sizes are responding to the particular challenges of African markets.
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Estimated number of stores
Grocery expenditure (USD)
Modern retail expenditure (USD)
Share of modern retail expenditure (%)
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Modern Grocery Retail in Africa: Report and Dataset (Full report – Pdf)