Fears over commodity prices have failed to derail the Africa Rising narrative and the region continues to elicit strong interest from consumer goods companies. Its strength remains in its potential, with a young population and some of the world’s fastest-growing populations. Its consumer markets are seeing strong growth, driven by an increasing urban middle class.
Here are some key facts about this region:
Continue reading "10 Facts About Sub-Saharan Africa" »
Analyst Insight by Ronald Tinashe Mapiye - Research Analyst
Customers are generally influenced by a series of issues when making purchasing decisions. This is true across the globe, and as such Sub-Saharan Africa consumer is no different. However, in Sub-Saharan Africa, one finds that some factors that influence consumers’ purchase decisions are unique to this region.
Demographics play an integral role in the decision making of the Sub-Saharan Africa consumer. In a market like Nigeria, there is little racial diversity as the black race makes up the majority of the population. This makes it relatively easy for food manufacturers to target consumers as a common food culture and consumption pattern can be easily identified. There are less ethical issues to address where there isn’t much diversity, although you find that there are also limited opportunities to diversify in a country that is not multi-racial. South Africa, on the other hand, has much more opportunities for retailers to diversify as the country has multiple races. Since people are exposed to many cultures, they are more open minded to trying out different foods and therefore it makes it relatively challenging to enter markets such as food retailing and apparel, as a clear understanding and knowledge of the market is needed.
Continue reading "The Impact of Country Specific Demographic Factors on Consumer Behaviour in Africa" »
With China continuing to slow, the oil price around US$60, and other key commodities down – including tea, gold and copper - some of Sub-Saharan Africa’s largest economies are facing strong headwinds this year.
Real GDP Growth in the 10 Largest Sub-Saharan Economies in 2015
Source: Euromonitor International from national statistics/Eurostat/OECD/UN/IMF
Note: Data are forecast
Continue reading "Sub-Saharan Africa Can Ride Out Commodity Price Losses" »
Analyst Insight by Carrie Lennard - Business Environment Manager
Although ownership of passenger cars varies greatly across emerging markets, nearly every emerging and developing country saw their proportion of passenger cars per household rise from 2009-2014. This was strongly linked to a rise in annual disposable incomes per household in US$ terms in emerging markets from 2009-2014, triggering a rise in automotive sales in key countries such as China and Brazil.
Possession of Passenger Car and Annual Disposable Income per Household in Selected Emerging Markets: 2009/2014
Source: Euromonitor International from national statistics
Continue reading "Rising Disposable Incomes in Emerging Markets Linked to Increasing Possession of Passenger Cars" »
Analyst Insight by Howard Telford - Senior Beverages Analyst
Ethiopia is renowned as the producer of some of the world’s highest quality coffee beans. According to the International Coffee Organization, Ethiopia was the world’s fifth largest producer in terms of crop output in 2014. The country has 1.2 million coffee farmers and the government estimates that about 15 million households are either directly or indirectly dependent on coffee for their livelihoods. The reputation of Ethiopia’s large Arabica yield is prominent in the branding of specialty coffee products in North America and Western Europe, in retail and on-trade cafés.
Despite the international reputation of Ethiopian coffee abroad, less attention has been paid to the robust local coffee culture that exists in Ethiopia, where traditional unpackaged domestic consumption and preparation is supplemented (although not supplanted) by a growing subset of premium coffee specialists in Addis Ababa. A thriving retail and on-trade market for local coffee is growing in tandem with the surging Ethiopian economy, with more pressure to retain locally produced coffee to satisfy emerging demand.
Continue reading "Ethiopia’s Economic Boom Creates an On-Trade Coffee Opportunity" »
The global female population totalled an estimated 3.6 billion in 2014 and is expected to reach 4.2 billion by 2030. Average disposable income amongst women is the highest it's ever been, and women are living longer than men.
What are you doing to reach this growing market?
View now to learn:
- The size and distribution of the female consumer market
- Literacy and education rates
- Labour participation
- Purchasing power
Continue reading "The Rising Power of Female Consumers" »
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The arrival of devices like budget smartphones has allowed low-income households in developing economies has led to increasing internet penetration in those markets. In 2013, 70% of internet users were located in developing countries. Mobile internet is the driving force behind this rapid growth. Listen to the podcast for complete insight.
Continue reading "The Growing Impact of Emerging Economies on the Internet" »
My recent webinar “First Steps to Success in Emerging Markets” explored the vital factors for consideration when selecting new country markets. These are framed by our four pillar model: Market, Population, Access and Business Environment; which brings methodological clarity to the market selection process. Attracting more than 300 attendees, the webinar ended with a thought-provoking Q&A session. Highlights of which are below.
How do you rate Cuba as a prospective market?
Cuba has been identified by Euromonitor as a “Consumer Market of the Future”, even before the thaw with the US. It has some demographic challenges – a relatively old population in slow decline, low average incomes and weak infrastructure - but it also has growth potential for fast-moving-consumer goods – tailored to suit local tastes. Yet competition already exists from Chinese companies and Spanish, as well as home-grown. Also tackling issues like a lack of brand awareness and a culture unused, or unaccepting of commercialism, means it’s not without its challenges. Although the US embargo has not yet been lifted, the time might be right to re-evaluate Cuba’s potential as a consumer market.
Continue reading "Q&A: First Steps to Success in Emerging Markets" »