Uncover The Trends That Fuel Brand Growth In Africa- Kantar
How can your brand create meaning which emotionally connects with consumers in Africa and fuels growth in a fast-changing region? Successful brands must have a strong local resonance and activation.
THE SUN RISES IN THE SOUTH
Africa is home to 1.2 billion people. Its population will double in less than 3 decades, representing one fourth of humanity.
Urbanization levels will, by then, stand at 60% and would be the highest urbanization rate globally.
The current dynamics and impressive economic and social progress made by most African countries predict a materialization of the demographic dividend over the next 10 years. This is a massive opportunity for the continent, its population and the economic players that operate in Africa.
IT’S TIME FOR AFRICA
2020-2030 will continue to be a decade of profound positive transformations. A more powerful iteration of the ‘It’s time for Africa’ narrative is highly anticipated.
The size of the African middle-class population will grow significantly, and so will the average available revenue.
Connected consumers will have more choices and will in turn be more demanding. Consumers in Africa will expect products and messages that are more tailored to who they are, what they care for and the environment they live in. They will be ready to pay more for products which they can culturally identify with – in the broader sense of the term. They will value customized experience more than ever.
The opportunity is massive for brands that understand the consumer’s (culture) codes, and who can inject such understanding into their products, brand messaging and overall experience offered.
Culture will be an essential marketing currency in Africa more than anywhere else. Influential marketing will need to be at the center of brand activations.
In 2017 we uncovered in Africa Life a large set of growth-enabling dynamics including.
For a broader and stronger representation of the Sub-Saharan region, Africa Life 2019 expands geographically to include three new African markets: Ghana, Nigeria & Kenya in addition to the markets already covered in the first edition of the program – Cameroon, Côte d’Ivoire and Senegal.
Data collection is scheduled for early March 2019. Reports are available from mid-May 2019. Activation workshops with your brand teams and/or marketing and R&D experts will happen from end of May 2019.