Category Archives: TBWA

New African Consumer

Today in Nairobi McKinsey & Co, and TBWA released a report on The New African Consumer. It’s one that trends towards rapid urban driven growth with people having with more discretionary spending power,  and one not based on resources. The top states with the highest consumption per capita, and accounting for 75% of all of Africa are SA Egypt, Nigeria, Morocco, Algeria, Sudan, Tunisia, Libya, Ethiopia and Kenya. Crucially most of the growth (80%) will come from people who earn more than $10,000 per month.

It’s a useful road map for companies looking to understand future trends in Africa and offer lessons such as be online (Africa had more Google ad clicks than Western Europe), brands & quality matter, distribution is king, data is scarce, respect country differences & act local, prepare for talent shortage, and expect to iterate (have dynamic execution).