Large retail brands present in French-speaking Africa.

In the waltz of languages, how does French forge close links with the development of the middle class in Africa, raising high expectations in food distribution? How do the brands and big names in French distribution, buoyed by this linguistic proximity, navigate gracefully towards the vibrant markets of French-speaking Africa, offering a feast of possibilities and discoveries to consumers eager for new experiences?

The main distribution brands in French-speaking Africa.

In French-speaking Africa, several major distribution brands stand out:

Carrefour: The Carrefour Group, in partnership with Majid Al Futtaim (MAF) and CFAO Retail, has entered into a partnership with Jumia to market their products via the Jumia Marketplace in three French-speaking African countries: Cameroon, Ivory Coast and Senegal . This shows Carrefour's commitment to French-speaking Africa, relying on strategic partnerships to penetrate the e-commerce market in these countries. Furthermore, the joint venture between CFAO and Carrefour with 29 stores and six shopping centers in sub-Saharan Africa, including Cameroon, also demonstrates their significant presence in the region. Finally, the announcement of the signing of a memorandum of understanding to develop different store formats in eight African countries, including some French-speaking ones such as Cameroon, Ivory Coast and Senegal, confirms Carrefour's ambition to strengthen its position on the African market, including in French-speaking countries. The Carrefour distribution brand is also present in the Maghreb with more than a dozen stores. Carrefour, a major player in the sector, had an even larger network, with more than 14,000 stores. Its total turnover in 2021 was considerable, amounting to around 73 billion euros. This data reflects the competitiveness and economic dynamics within the international retail industry.

Casino: Global retail company Casino has seen a notable increase in revenue over the past few years, reaching over €33 billion in 2022. This expansion has been fueled by the development substantial of its store network, which now includes more than 12,000 stores around the world. Furthermore, the brand has expanded its presence in more than 85 territories, with more than 400 affiliated stores. In 2023, the number of affiliated stores increased further to reach 408, thus consolidating its position in regions with high growth potential, notably in French-speaking Africa, the Maghreb, the Middle East and sub-Saharan Africa. These figures demonstrate Casino's commitment to strengthening its activities in the dynamic markets of French-speaking Africa and seizing growth opportunities in these regions.

Could this growth of the Casino brand developing internationally be at the origin of the current disappointment of the brand taken over by the Auchan and Intermarché brands?

Auchan: the Auchan brand is also present in several French-speaking African countries, offering a variety of products and mass distribution services. Since its establishment in Africa in 2015, Auchan has experienced significant expansion in French-speaking countries. In Senegal, with 28 stores, and in Mauritania, with 2 brands, its African revenues more than doubled, going from 40 million euros in 2017 to 101 million euros in 2018, an increase of 152.5%. In 2018, despite a 3.2% drop in its overall turnover, Auchan observed exclusive growth on the African continent, becoming the only continent where the group's sales increased. This expansion shows the strong economic dynamics experienced by Auchan in French-speaking African markets.

Monoprix: the Monoprix distribution brand is present in certain French-speaking African countries, offering a selection of food, fashion, beauty and home items. Despite an overall turnover of 5 billion euros in 2020, Monoprix achieved a specific turnover of 200,515 million euros in 2021. In French-speaking Africa, the group demonstrates its significant presence and its capacity to adaptation to local markets. This also highlights the economic dynamics of certain countries in this region, providing growth opportunities for international companies like Monoprix.

Cora: Present in a few French-speaking African countries, Cora offers a varied range of food and non-food products in its hypermarkets.

Super U: established in French-speaking West African countries, is a supermarket brand offering a wide range of products which is also beginning its establishment in the Maghreb.

In the bustling cities of Africa, illuminated signs offer havens of varied choice. What is your favorite link with these stores: the diversity of products or the vibrant atmosphere of the places?