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Beyond South Africa: Insights Into the African Consumer

Beyond South Africa: Insights Into the African Consumer

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.

Reasons To Buy

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.


Please Note: Due to the brevity and/or nature of the content posted, there is no table of contents available for this report.

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