Although most of the EE opportunities are in the rapidly industrializing countries, it is estimated that almost 30 per cent of the EE potential can be exploited in other developing countries (McKinsey Global Institute, 2008:22). Demand-side EE measures may be particularly cost-effective. Yet there are many well-documented obstacles to EE improvements. Some of these obstacles are greater in developing countries, such as lack of awareness of and information on benefits of EE, lack of capital, proliferation of inefficient equipment (including through imports of used and/or inefficient equipment), the desire to minimize initial costs and energy-supply constraints (e.g. limited availability of commercial fuels in rural areas, which often impedes switching to more energy-efficient equipment).