Consumer Goods

Beyond South Africa: Insights Into the African Consumer

  • CAN376403
  • 37 Pages
  • January 2015
  • Consumer Goods
Summary
This report looks beyond South Africa to uncover consumer insight from the "next generation" of emerging African markets - Nigeria, Ghana, Angola, Egypt, and Morocco - by using data from Canadean Consumer's emerging markets survey of 2014. It also highlights category-specific insight across all major FMCG sectors.


Synopsis
- Offers unique insight into consumers in five key emerging African markets.

- Provides insight based on results from Canadean Consumer's emerging markets survey of 2014.

- Explores key topics, including profiling African shoppers, assessing how Africans shop, and discovering their local versus foreign brand preferences.

ReasonsToBuy
- To what extent do men and women personally shop for food, non-alcoholic and alcoholic drinks, personal care, laundry and household cleaning products?

- What are the key factors driving Africans' store choices?

- How do Africans' local versus international brand preferences vary by country and category?

Key Highlights
African men are more likely to buy food and drink products, while shopping for personal care, beauty, laundry, and household cleaning products is mostly done by women.

Young adults aged 18-24 are most likely to shop in market stalls in comparison to other age cohorts. Products targeting this demographic must be made available in these outlets in order to succeed.
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