It’s more than words-words-words, when experts say that “Africa is not just one”. The way people consume advices about real business in the real World, more than lot of theories and abstract ideas.
So, keep 10 minutes to dig into reality. These are the “seven types of African consumers”, right here and now!
Trendy Aspirants / Progressive Affluents
Enjoying a growing purchasing power, these two categories represent just the 28% of the population, but are responsible for 7% of the income and 40% of spending on packaged consumer goods. Well educated and living mostly in urban areas, Trendy Aspirants (young, ‘up-and-coming’ high-end consumers) and Progressive Affluents (older, having families and belonging to a higher socio-economic class) have a good “nose” for quality: they prefer brands able to upscale their products, looking for them in modern trade outlets.
Balanced Seniors / Struggling Traditionals
Spending “responsibly” seems the priority for Balanced Seniors (post-secondary education and incomes around US$550 per month) and Struggling Traditionals (haven’t completed secondary school and have monthly incomes of $285), which represent the 27% of the population. They are responsible for 28% of packaged consumer goods spend, but only 22% of total income. Most of people belonging to this category are mid–thirties, married with household management responsibilities, and mostly live in peri-urban areas. They like new products, but they prefer to shop at traditional trade stores and are focused on affordability.
Wannabe Bachelors / Evolving Juniors / Female Conservatives
Wannabe Bachelors and Evolving Juniors prefer to spend time with friends rather than be at home. They are receptive to advertising and show greater interest to try discretionary products, such as energy drinks, for example. Female Conservatives are deeply involved in family and traditions. They prefer to buy items on discount, purchasing products that come in a variety of pack sizes. All these categories, despite their low spending power, they are likely to own a mobile phone, which they use primarily for text messaging. They represent the 45% of the population, yet contribute only 32% of the total spending on packaged consumer goods. All of them are sensible to the brand power: regardless for the place where they buy, they tend to be loyal to the same brand on the long term.
What to add… if you are in business, just take note and meet your target!