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African Consumer Sentiment 2019
Article

African Consumer Sentiment 2019

Optimism and an Eagerness to Spend


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Editorial Rating

7

Qualities

  • Analytical
  • Overview
  • Concrete Examples

Recommendation

Africa’s role in the future global economy will only grow: After all, 60% of the population added to the world in the next 30 years will be living on the continent. Yet a thorough understanding of Africa’s diversity and regional differences in consumer behavior is a prerequisite for businesses eager to tap into Africa’s market potential. The Boston Consulting Group’s African consumer survey provides a useful starting point.

Take-Aways

  • Eighty-six percent of African consumers express optimism about the future.
  • Africans tend to put a high premium on product quality as defined in terms of durability. 
  • Quality-consciousness translates into high levels of brand awareness, especially among consumers in Ghana, Kenya, Tanzania and Uganda.

About the Authors

Pedro MarecosStefano NiavasTakeshi Oikawa, and Nomava Zanazo are regional experts with the Boston Consulting Group based in Nairobi, Luanda and Johannesburg. 


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