We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

With Africa's Consumer Spending Set For Rapid Growth, Multinationals Need To Understand Diversity Among African Consumers

July 5, 2012: 02:41 AM EST
Western multinational corporations operating in Africa “have long underestimated the continent’s consumers,” according to Unilever executive vice president Frank Braeken. For example, Unilever has been operating in the continent for more than a century, but had been slow in recognizing the diversity among African consumers. Nielsen’s survey identified seven types of African consumers, which can be grouped in “three tiers based on monthly income and average spending.” Household spending on consumer goods, telecoms, and banking is forecast to grow from $860 billion in 2008 to $1.4 trillion in 2020, according to McKinsey.
Robyn Curnow and Teo Kermeliotis, "African consumers 'underestimated' by Western firms", CNN, July 05, 2012, © Cable News Network
Domains
Unilever
Geographies
Worldwide
EMEA
Middle East- Africa
Categories
Companies, Organizations
Consumers
Market News
Marketing & Advertising
Developed by Yuri Ingultsov Software Lab.