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Why the next generation of consumer insight should focus on when, why and how Africans shop, not just which brands they prefer

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The future of African retail is not channel loyalty, it is mission ownership
African consumers are spreading their grocery spend across multiple channels, rewarding retailers that deliver the value they need most
Africa's crypto market is evolving from speculation into financial infrastructure, laying the foundation for long-term adoption
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Geo politics & Economics

Africa’s Consumer Sentiment Returns to Positive Territory at 4.8 in June as Consumers Move from Geopolitical Shock to Adaptation

Geo politics & Economics

How Consumer Sentiment Is Becoming a Retail Growth Engine in 2026

Geo politics & Economics

A new era of geo-political risk; Why decision-makers need faster signals in an age of geopolitical volatility

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Isha Raja

57% of Zambians are curious about North Africa and 48% would like to visit the sub region

Aug. 29, 2022, 2:18 p.m.

Sandra Beldine Otieno

Consumers in Nigeria would rather save for unexpected events than pay off debts

Aug. 25, 2022, 2:21 p.m.

Isha Raja

Consumers in DRC are rethinking their shopping habits due to the impact of rising prices

Aug. 22, 2022, 2:25 p.m.

Isha Raja

Travelers in Algeria who consider Africa as a destination look for safety and friendliness

Aug. 16, 2022, 2:30 p.m.

Davies Nyachieng'a

Consumer sentiment reaches a new-year low to conclude the first half of 2022.

Aug. 15, 2022, 2:33 p.m.

Sandra Beldine Otieno

Consumers in Namibia are increasingly picking water over soft drinks

Aug. 11, 2022, 2:37 p.m.

Isha Raja

Despite rising cost, Ethiopia presents an opportunity for airlines and hospitality brands

Aug. 8, 2022, 2:44 p.m.

Isha Raja

Consumers in Zambia are striving to achieve financial freedom, but are banks ready to help?

Aug. 1, 2022, 2:49 p.m.

Isha Raja

Mozambican Millennials and Gen Z care more about cruelty free body care products

July 25, 2022, 3:08 p.m.

Sandra Beldine Otieno

Ethiopian brands need to be creative and proactive to retain customers amidst inflation

July 22, 2022, 3:15 p.m.

Sandra Beldine Otieno

Kenyan brands need to monitor consumer sentiment to stay relevant during election uncertainty

July 19, 2022, 3:20 p.m.

Team Insights

Kasi Insight and Creative VMLY&R partner to deliver data-driven marketing for brands in Africa

July 18, 2022, 12:36 p.m.

Isha Raja

Consumers still favour traditional banks and mobile money despite the fintech hype in Egypt.

July 15, 2022, 12:42 p.m.

Sandra Beldine Otieno

For investment brands in Ghana, convenience is the way to penetrate the Millennial, Gen Z market

July 11, 2022, 12:47 p.m.

Sandra Beldine Otieno

Is inflation the ‘new pandemic’?

July 8, 2022, 12:52 p.m.

Reports and Insights

Yannick Lefang, Eng

Africa's World Cup Is Over. But the Journey to Becoming World Champions Has Never Been Clearer

July 13, 2026, 4 p.m.

Chris Ndugu

News and analysis

Featured insights

Why the next generation of consumer insight should focus on when, why and how Africans shop, not just which brands they prefer

Recent

Africa’s Consumer Sentiment Returns to Positive Territory at 4.8 in June as Consumers Move from Geopolitical Shock to Adaptation

How Consumer Sentiment Is Becoming a Retail Growth Engine in 2026

A new era of geo-political risk; Why decision-makers need faster signals in an age of geopolitical volatility

Recent

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Explore by industries

57% of Zambians are curious about North Africa and 48% would like to visit the sub region

Consumers in Nigeria would rather save for unexpected events than pay off debts

Consumers in DRC are rethinking their shopping habits due to the impact of rising prices

Travelers in Algeria who consider Africa as a destination look for safety and friendliness

Consumer sentiment reaches a new-year low to conclude the first half of 2022.

Consumers in Namibia are increasingly picking water over soft drinks

Despite rising cost, Ethiopia presents an opportunity for airlines and hospitality brands

Consumers in Zambia are striving to achieve financial freedom, but are banks ready to help?

Mozambican Millennials and Gen Z care more about cruelty free body care products

Ethiopian brands need to be creative and proactive to retain customers amidst inflation

Kenyan brands need to monitor consumer sentiment to stay relevant during election uncertainty

Kasi Insight and Creative VMLY&R partner to deliver data-driven marketing for brands in Africa

Consumers still favour traditional banks and mobile money despite the fintech hype in Egypt.

For investment brands in Ghana, convenience is the way to penetrate the Millennial, Gen Z market

Is inflation the ‘new pandemic’?

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Africa's World Cup Is Over. But the Journey to Becoming World Champions Has Never Been Clearer

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