Benin flag Benin: Buying and Selling

Advertising and marketing in Benin

Marketing opportunities

Consumer Profile
Benin has a population of around 12.8 million people, with a GDP per capita (PPP) estimated at Int$ 3,580 by the IMF (2021), one of the lowest in the world. The country is classified as low-income by the World Bank, with 38.5% of the population below the poverty line in 2019.
The Beninese consumers are relatively young: according to data by the CIA, the proportion of children below the age of 14 is 45.56%, 20.36% of the population is between 15 and 24, 28.54% between 25 and 54, while only 5.54% are 55 or older (2020 est.); and it is equally split between men and women.
The population is mostly located in the south (especially in and around the cities on the Atlantic coast), while most of the north remains sparsely populated with higher concentrations of residents in the west. The urban population is 47.8% of the total population (World Bank, 2019). Only 42.3% of the population aged 15 and over can read and write (World Bank, latest data available).
Consumer Behaviour
Most Beninese consumers have little disposable income and are extremely price-sensitive, both for groceries (which compose the majority of households’ basket) and for durable consumer goods.
However, there is a growing number of consumers for higher-end merchandise.
Availability and proximity are two other important purchasing factors, with retailers and consumers typically clustering in established public markets.
Employing direct marketing techniques in Benin may not be efficient due to underdeveloped telecommunications and postal and IT infrastructure. TV, radio and newspapers remain the main forms of advertising, but also cell phone text messages can be effective.
Direct personal engagement with current and potential clients is important. Promotional materials and technical documents should be in French. Beninese consumers may expect maintenance services to be included in the purchase price of durable goods.
In general, for foreign companies willing to enter the Beninese market it is recommendable to partner with a reputable agent or distributor who is fluent in both French and English and familiar with local business practices.
Consumers Associations
League for the Defense of Consumers (LDCB)
The Voice of Consumers (La Voix Du Consommateur)
Main Advertising Agencies
Afreak Consulting & Communication

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Latest Update: April 2022

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