When most people talk about starting a business in Africa, the conversation tends to orbit around the same buzzwords like mobile money, fintech, crypto, maybe even some talk of startups raising millions from VCs. But if you’ve spent any real time on the ground, in the informal sector, you’ll notice a disconnect between what gets hyped and what’s actually making money, or desperately needs solving.
There’s a long list of business opportunities (both formal and informal) in Africa that don’t quite make headlines, don’t attract the most funding, and don’t get featured in pitch competitions, but quietly create jobs, generate income, and solve real problems. These are the trends and industries often dismissed as “boring,” “too hard,” or “not scalable.” And yet, they might just hold the key to some of the continent’s biggest economic wins.
Just to clarify, underrated here doesn’t mean small. It means overlooked, or underappreciated, often because the business models aren’t “sexy” enough, or because they require more patience, operational grit, or local knowledge.
This article breaks down some of the most underrated business opportunities in Africa today, the ones quietly building the backbone of the continent’s future economy.
1. Cold Chain and Logistics
Africa loses an astonishing amount of food every year due to poor storage and transport infrastructure. The FAO estimates up to 40% of food produced in sub-Saharan Africa is wasted, that’s about 170 million tonnes. Nigeria alone sees USD 268 B in annual post-harvest losses. These losses hit perishable goods the hardest: dairy, fish, fruits, and vegetables.
The missing link is the lack of a well-developed cold chain logistics. Affordable, scalable, and decentralised cold storage could transform Africa’s agricultural output into actual food security.
Solar-powered cold storage is leading the charge. With grid electricity often unreliable or expensive, startups like Koolboks, which provides solar-powered units via lease-to-own and PAYG models, InspiraFarms, which supplies cold storage for horticulture exporters in Kenya and Zimbabwe and ColdHubs, which operates solar-powered cold rooms in open-air markets in Nigeria, extending shelf life from 2 to 21 days.
A 1% reduction in post-harvest losses could save USD 40 M annually in sub-Saharan Africa. The opportunity is real, and still vastly underestimated.
2. Organic Fertilisers Production
Soil infertility is one of Africa’s most pressing agricultural issues. Farmers in sub-Saharan Africa use an average of 8kg of fertiliser per hectare, compared to 80kg globally and 140kg in Asia and Latin America.
Why? Fertilisers are expensive, mostly imported (90%), and heavily affected by global shocks (e.g., Russia-Ukraine war, China’s export limits). Transport costs are absurd: it can cost more to move fertiliser from a port to an inland farm than from the U.S. to the port.
Organic fertilisers offer a sustainable, local alternative. They are derived from compost and organic waste and enhance soil fertility over time. These fertilisers are not only cheaper and environmentally friendlier but also present a local business opportunity worth billions. The global organic fertiliser market was valued at USD 11.94 B in 2023 and is projected to reach USD 15.9 B by 2028. Africa, with its low usage rates, is an untapped growth market.
Startups like Agri Flora (Kenya) and Marula Proteen (Uganda) are already showing that it’s possible to scale production using organic waste to supply nutrient-rich, slow-release fertilisers that outperform synthetic ones in crop yields.
This is a commercially viable solution that directly impacts food security, environmental sustainability, and farmer profitability.
3. Agribusiness
Agribusiness remains one of the most lucrative and underutilised sectors on the continent. While agriculture employs over 60% of Africa’s labour force, most players are stuck at the subsistence level. The real opportunity lies in value-added agribusiness: processing, branding, logistics, and export.
Africa imports over USD 50 B worth of food annually, despite having 60% of the world’s uncultivated arable land. This contradiction reveals the size of the opportunity. For example, the global cocoa market is worth over USD 48 B, but Africa—where 70% of the world’s cocoa is grown—captures less than 5% of that value because it exports raw beans instead of finished products.
The viability of agribusiness extends beyond farming. Food factories, export companies, input suppliers, and agri-fintech firms can all thrive if they solve real bottlenecks. Youth-led innovations, such as precision farming and digital marketplaces, are increasingly disrupting this space.
4. Food Business
Africa’s food and beverage industry is a USD 313 B market that could grow to USD 1 T by 2030, according to the African Development Bank. Urbanisation, a rising middle class, and changing lifestyles are driving this growth.
Yet the sector remains under-penetrated. Most local players focus on raw ingredients, not packaged or ready-to-eat food. Meanwhile, imported processed food fills supermarket shelves. This mismatch is an open door for entrepreneurs.
High-growth opportunities exist in fast food chains, traditional snack brands, meal prep and delivery services, and culturally resonant food products. Consumers are willing to pay for quality, hygiene, convenience, and branding.
For example, Nigeria’s So Fresh chain of healthy quick-service restaurants has scaled rapidly by targeting health-conscious urban consumers. With proper execution, similar models could work in dozens of fast-growing African cities.
5. Car Fleet Hire
Fleet hire is a practical, profitable business that rarely gets the spotlight. In Africa, where private vehicle ownership is low (only 44 cars per 1,000 people on average compared to 816 in the U.S.), the demand for cars on demand, especially for corporate or institutional use, is high.
Industries like oil and gas, construction, NGOs, and government ministries routinely require fleets for staff transport, project operations, and logistics. Fleet rental avoids the burden of buying and maintaining vehicles.
The African car rental market is projected to be valued a USD 4.03 B in 2022 according to Statista. This market is expected to experience continued growth, reaching USD 5.77 B by 2030 with a Compound Annual Growth Rate (CAGR) of 7.42% between 2025 and 2030.
The projections for steady growth are due to urbanisation, tourism, and expanding infrastructure. Operators that combine maintenance, insurance, driver training, and telematics into their offerings can capture large contracts with strong recurring revenue. This unseeming business is a capital-intensive but stable venture with predictable cash flow.
6. Beauty & Personal Care Services
Africa’s beauty and personal care market is currently valued at USD 65.93 B, according to a 2024 report and is growing fast. Rising disposable incomes, beauty-conscious youth, and increased social media exposure are fueling demand.
Yet, much of the industry remains fragmented and informal. Hair salons, barbershops, and spas are everywhere, but most operate without standardised quality, customer service, or digital booking tools.
Moreover, African consumers are looking for products tailored to their skin and hair needs. This has opened space for local brands and service providers to dominate. The natural beauty segment—products made from shea butter, moringa, black soap, and other local ingredients—is experiencing explosive growth.
From franchised beauty services to organic product lines and influencer-led brands, this industry is packed with underserved niches and loyal customers.
7. Photography & Visual Content Services
The rise of digital storytelling, influencer marketing, and e-commerce has made high-quality photography and videography a business necessity. Yet professional content services remain underdeveloped in many African markets.
Africa’s wedding and events industry is a multi-billion dollar sector, with Nigeria’s alone estimated at over USD 20 B annually. Add to that the explosion in social media and digital branding, and the demand for photographers, videographers, editors, and visual creatives is only increasing.
Apart from events, businesses also need content to compete. Whether it’s real estate agents showcasing homes, restaurants promoting menus, or SMEs building e-commerce platforms, strong visual branding drives revenue.
The barrier to entry is low for freelancers, but the opportunity for scalable agencies is enormous. Upskilling and business-focused training could unlock an entirely new generation of African visual entrepreneurs.
8. Waste-to-Energy Plants
Africa generates more than 200 million tonnes of municipal solid waste (MSW) annually, with more than 90% ending up in unregulated dumps. At the same time, about 600 million Africans lack access to electricity. Waste-to-energy (WTE) presents a rare win-win: eliminate waste and generate power.
Europe recycles large volumes of its waste through incineration: France has 126 WTE plants, Germany 121, and Italy 40. Meanwhile, sub-Saharan Africa has only one operational WTE facility—the Reppie plant in Addis Ababa, Ethiopia, which handles 1,400 tonnes of waste daily and provides up to 30% of the city’s electricity needs.
The WTE sector is severely underdeveloped in Africa, despite its massive potential. Estimates from UNEP suggest that diverting waste from landfills to WTE and recycling could inject up to USD 8 B annually into African economies.
As urbanisation accelerates and energy demands grow, this sector is ripe for serious investment.
The trends shaping Africa’s business future aren’t always the ones getting the headlines. Real opportunity lies in solving gritty, foundational problems: food loss, soil degradation, waste, and informal labour. But it also lies in rising consumer tastes and new service demands. The entrepreneurs who focus on the overlooked, underserved, and under-hyped might just build Africa’s next generation of high-impact businesses.


