Demographics at the Heart of Africa’s Rise

Sub-Saharan Africa is home to 12% of the world’s population but 20% of its youth (aged 0-14). This is one of the driving forces behind the region’s economic growth and its increasing attractiveness as a consumer market.

Yet there is no such thing as an average consumer in Sub-Saharan Africa – the region is a highly fragmented market – as these figures showing the highs and lows of selected demographic indicators demonstrate.

No Such Thing as an Average Consumer

 All data refer to 2013

These are just some examples – there are hundreds if not thousands of languages spoken across the region, fertility rates fluctuate and the median age varies dramatically. A successful market entry strategy therefore is one that embraces and balances these demographic realities.