Thank you for your interest in our Capturing SSA’s Consumer Class report! We are excited to offer you an executive summary of the research.
Companies across all sectors have invested in Sub-Saharan Africa (SSA) based on strong population and consumer spending growth. And while SSA’s consumer market presents considerable opportunities for multinationals across sectors, the analysis to date has been clouded by misunderstandings—of the true drivers of consumer-class growth, how these impact different markets and segments, and how the consumer space will develop going forward—leading to sub-optimal strategy setting.
This report overturns commonly held assumptions by building a picture of SSA consumers from the ground up. These consumer markets have distinctive features that define broad trends such as how much consumers have to spend, what they value, and how, when, and why they make specific purchasing choices.
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