August 2017 Analysis

Industry Trend Analysis - Assessing Our Africa Consumer View - AUG 2017

Our expectations for slow growth in consumer spending over the coming decade in Africa (2015-2025), is playing out, in contrast to the consensus 'Africa consumer boom' narrative. We have previously highlighted the need to target lower income brackets with high volume, low margin goods rather than an 'emerging middle class', which is much smaller. FMCG companies appear to be moving their strateg...