Sub-Saharan consumers

When it comes to whether Sub-Saharan African consumers are feeling more prosperous and how this influences their propensity to purchase, Nielsen Africa MD Bryan Sun says markets are significantly polarised in terms of feeling ‘better off’. It is therefore imperative to dig deeper to gain a comprehensive understanding of how consumers truly feel about improvements to their lives and the impact this will have on their purchasing behaviour. Across Sub-Saharan Africa (SSA) there are a considerable number of consumers who feel optimistic about improvements in their quality of life and financial wellbeing, despite their relatively lower levels of income…