Major pharmaceutical companies are increasingly looking to harness Africa’s opportunity, lured by an emerging middle class across the continent’s growing urban centers. Although the total size of the African market is still small compared to other global regions, analysts say that the continent’s big cities hold the key to unlocking the industry’s lucrative potential as far as drugs are concerned. 
According to the World Health Organization (WHO), Africa is home to 11% of the world’s population, yet accounts for 24% of the global disease burden. “The pharmaceutical business is growing and it will grow,” says an owner of a pharmaceutical company. “It’s the next big thing in Africa”.
This “disease surge” is mainly due to Africa being driven towards western habits. A whole continent full of beautiful traditions is now on the verge of extinction. Western-type cities are built everywhere and western habits are now part of everyday life.
“We’re seeing a movement of volume towards more products that treat chronic diseases,” says Rickwood, director of Thought Leadership at IMS Health. “As urban populations are becoming wealthier, they’re more likely to have a Western diet, they’re living longer and they’re going to suffer the kind of chronic diseases that Western individuals suffer”.
This is what happens when you are not ready to defend who you are.
When you are not ready to defend your traditions and just want to imitate others instead of being yourself. African nations have lost their identity and they pay the price.