Senegal

Reaching the consumers

Marketing opportunities

Consumer behavior

The Senegalese have a habit of using mostly imported products such as rice and sugar which are basic ingredients. This anchorage to foreign products is explained by a "complexity" and a lack of education towards local consumption. In principal, the local Senegalese prefers to buy imported products which he judges to be of the best quality.
The women from Senegal are big consumers of beauty and skin-care products and are attracted by American brands.

Consumer profile and purchasing power

The average Senegalese consumer has a very limited purchasing power. However, the emergence of an upper-middle class has lead to the development of supermarket chains, mostly international ones. Here, the consumer with a high purchasing power can buy foreign products, with a preference for American and French products. The clientele of these supermarkets is mostly composed of a fraction of the population that disposes a fairly high income, in particular the expatriates.

Consumers associations

Ascosen , Association of the Consumers of Senegal

Main advertising agencies

DGC NET: agency of advertising and marketing
AK project: agency of communication and advertising

Distributing a product

Market shares

The three supermarket brands (Score, Bon Prix and Leader Price) in the capital, all belonging to the Damag Group, occupy a market share of less than 10%. The informal market dominates the distribution sector.

Market access procedures

International Conventions

Member of World Trade Organisation
Party to the Washington convention on International trade in endangered species of wild fauna and flora
Party to the Montreal protocol on Substances that deplete the Ozone Layer

Main International economic cooperation

Senegal is a member of the Economic and Monetary Union of Western Africa (UEMAO) and also adheres to the Franc Zone

Non tariff barriers

- tardiness and administrative complexity
- corruption

Customs duties and taxes on imports

There are four levels of taxation: 0%, 5%, 10% and 20%.
For more information, visit the site of the Senegalese customs.

Customs classification

Senegal uses a system of classification in accordance with the West African Economic and Monetary Union.

Import procedures

The required documents are:
- An Invoice made out in duplicate
- certificate of origin

For more information, consult the website of the Senegalese customs.

Importing samples

To import samples one should use an ATA carnet (also known as Merchandise Passport).

For further information

The Senegalese Customs

Organizing goods transport

Main useful means

The Dakar Port Authority occupies a privileged position in the maritime traffic of West Africa. It is not only the central point of the country's traffic but also that of the region, in particular with Mali.
Senegal is equipped with three airports open to international traffic: the L.S. Senghor (Dakar) Airport, Cap Skirring and Saint Louis and 12 other airports open to domestic traffic.

 

The railway network is composed of two principal lines:
- Dakar - Thies - Louga - Saint-Louis;
- Dakar - Thies - Diourbel - Tambacounda - Bamako, with a branch line towards Kaolack. This line ensures the international traffic with Mali.

These two lines are open for the transport of merchandise and people.
The Railways is used not only for transporting most of the mineral products and fuels but also a part of the agricultural produce.

Ports

The port of Dakar

Airports

Dakar Airport

Sea transport organizations

Ministry of tourism and transport

Air transport organizations

National Agency of Senegal for Civil Aviation

Road transport organizations

Ministry of infrastructures, equipment, road transportation and internal sea transportation.

Rail transport organizations

Ministry of infrastructures, equipment, road transportation and internal sea transportation.

Identifying a supplier

Type of production

In 2004, the industrial sector represented 20 percent of the GDP. The manufacturing sub-sector principally consists of activities relating to the transformation of phosphates, groundnuts and seafood.
Its growth of 5.6 percent in 2004, against 6.4 percent in 2003 is primarily due to the increase in the price of petrol in the international markets. In general, the secondary sector is characterized by an elevated cost in the factors of production, a dependence of the production with respect to the limited number of products.

Business directories

CNP , Employers National Comitee of Senegal

Manufacturers associations of the main industries

Senegal enterprises: List of professional associations

Trade Agencies and their representations abroad

National Union of the Chambers of trade (UNCM)
Chamber of commerce and industry (in french)

Enterprises federation

Employers National Council (in french)
Women association for the promotion of enterprises in Senegal (in french)
National confederation of Senegal employers (in french)