Today’s African Consumer and how they’re shaping the future

The African consumer is changing, and it will have a big impact on marketers. In this article we take a look at how the African consumer has changed over the last decade and what that means for marketers looking to reach them today.

How to win over the African consumer

You can win over the African consumer by offering them a broad range of products, services and experiences that they can use to create a better life for themselves.

The young and hungry African consumer is looking for new experiences. They want entertainment, education and travel opportunities that will help them grow their business or professional careers. The vast majority of Africans live in cities, which means that more than half the population now spends time indoors (Gertler). This means that you need to consider how your product or service might be used outside of its intended functionality—for example, an app created specifically for mobile devices could be used as a game played on tablets as well!

The second thing you need to know about these consumers is that they’re digital natives: 80 percent have access to internet connections at home (World Bank) while only 30 percent own smartphones (UNICEF). Additionally, over 60 percent say they use social media daily while another 40% report using online banking services once per month or less frequently than once per year (IMRB).

A lot has changed in Africa over the last decade…

For the past decade, Africa has been undergoing a lot of change. Population growth has increased rapidly and urbanization is on the rise. With this comes an increase in consumerism, mobile phone usage and internet usage. Economic growth is also up year over year which means that there’s more money to spend on things like food and clothing—and those types of purchases will get made by Africans everywhere!

…but many things have stayed the same.

If you’re an African consumer, you know that Africa is a big place. And there are many ways to define “African”—from the continent itself, to a country or region within it and even to people who live outside of its borders but identify with its culture or way of life. But despite these differences in definition, there are some things that most Africans have in common:

They value their family and community above all else when making decisions about how they spend their money on goods and services (and this includes advice from friends).
They still use traditional media like radio stations and newspapers as sources of information when making purchasing decisions (even if they don’t always follow through on those purchases).
They’re loyal customers who will stick with brands they know well—even if those brands happen not to offer great customer service or products worth buying again after being disappointed by them before!

The growth of Africa’s largest cities is having a big impact on culture and consumption.

You may be wondering how the growth of Africa’s largest cities is having a big impact on culture and consumption.

The answer is simple: it’s not just in the cities, but also in their surrounding areas. The informal sector is experiencing explosive growth as people move from rural areas to major urban centers – bringing with them their traditional values and beliefs about food, drink and leisure activities. And this trend will continue for years to come as more Africans move into cities that have become magnets for foreign investment opportunities due to their vast potential for economic development.

Gabon’s economic boom is exciting, but there are challenges to overcome.

Gabon’s economy is growing, but there are challenges to overcome.

Gabon is one of the richest countries in Africa, with an estimated 2019 GDP per capita of $19,811 (PPP), according to World Bank data. But it still has many challenges that need to be addressed in order for its economy to continue growing at this pace and become more inclusive for all citizens.

Change is coming to a supermarket near you.

As you walk through the supermarket, it’s easy to see that African consumers are changing. The world is their oyster and they are demanding more from brands. While this may be encouraging for brands who want to connect with them, it also means that change is coming to a supermarket near you.

As an African consumer myself (and a member of the millennial generation), I know firsthand how much change has happened since I was born. When my parents were growing up in rural Kenya and Uganda during the 1970s and 1980s, there wasn’t much money flowing around – if any at all! They had no access to technology like smartphones or computers; instead they relied on radios (which often didn’t work) as well as newspapers printed on old typewriters or newsprint photocopied onto sheets before being distributed door-to-door by messenger boys who traveled around town carrying bundles of papers under their arms while delivering important messages like new job offers from businesses across town that needed workers quickly due to high demand due economic growth opportunities created by increased foreign investment coming into Africa’s economy.”

It’s an exciting time for marketers.

It’s an exciting time for marketers. Africa is the world’s fastest growing region and its population will soon surpass that of China, India and Brazil combined. This huge market with so much potential has been attracting attention from multinational companies (MNCs) who are looking to expand their businesses into this new frontier.

There are many reasons why MNCs should consider taking their business to Africa:

The continent has a huge population base which makes it one of the most important markets in terms of numbers alone – there are over 1 billion people on the continent! Also, due to its diverse range of cultures and languages, there are plenty opportunities here too – especially if you want your products or services tailored specifically towards individual needs within each country where they operate as well as across borders between countries within Africa itself (for example) or even between continents altogether such as North America versus Europe etcetera…

Conclusion

We hope you enjoyed learning about today’s African consumer and how marketers can win them over. There is so much more to learn about this dynamic market, but we know that a well-informed consumer makes for a happy company. So, keep up the good work!