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This study is an extension of the Africa Can Compete! Opportunities and Challenges in Garments and Home Products in the US Market (WDP242). It utilizes the same case study approach to examine opportunities and challenges for African Products in European markets. The study explores important trends in consumption patterns in European Union (EU) markets and assesses the degree to which these patterns offer opportunities for African exporters. The EU market requirements facing African producers, in terms of price, quality, delivery and volumes, are also examined. Case studies describing the challenges African firms have in meeting these requirements are presented. Data is also presented to show that, in countries where policy reforms have been pursued, exports of standardized products, like garments, are price competitive with their Asian rivals. A final section outlines a public policy framework for getting exports going in Africa.

Publisher: World Bank

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