Togo flag Togo: Buying and Selling

Advertising and marketing in Togo

Marketing opportunities

Consumer Profile
Togo has a population of around 8.49 million people, with a GDP per capita (PPP) estimated at USD 2,260 by the IMF (2021), one of the lowest in the world. The country is classified as low-income by the World Bank, with 46.2% of the population below the poverty line (with a higher rate in rural households) (World Bank, 2020). Income inequalities are evident, and men generally earn higher wages and business profits than women.
The Togolese consumers are relatively young: according to data by the CIA, the proportion of children below the age of 14 is 39.73%, 19.03% of the population is between 15 and 24, 33.26% between 25 and 54, while only 7.99% are 55 or older; and it is equally split between men and women (2020 est.).
Togo is one of the more densely populated African nations. With most of the population residing in rural communities, density is highest near the Atlantic coast. The urban population is 42.8% of the total (CIA World Factbook - 2020). Around 63.7% of the population aged 15 and over can read and write (World Bank, latest data available).
Consumer Behaviour
Due to the limited budget, price is the main purchasing driver for Togolese consumers. The vast majority of households’ baskets is composed of essential products (such as foodstuff, for the part that cannot be produced through subsistence farming). In fact, many Togolese cultivate the food they eat, or else buy from local markets, making availability and proximity two important purchasing factors. However, the process of urbanization and the birth of a middle class is gradually shifting buying habits towards industrial (and imported) products.
Advertising is carried on mainly through radio, television and newspaper, which allow reaching a bigger audience. Online advertising is not very common, as the internet penetration rate is still low. Consumer credit is still not developed.
Consumers Associations
Togolese Consumer Association (Association Togolaise des Consommateurs - ATC)
Main Advertising Agencies
Uk & Partners
First Digital Impact

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Latest Update: April 2022

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