consumer goods
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From the bottom up: How three companies you have probably never heard of (and one you have) built strong brands in Africa by bypassing the affluent to focus on the mass market
While the economic impact of COVID-19 is hitting many African consumers hard, growth in demand for consumer goods, especially FMCG, remains robust, particularly from consumers at the bottom of the pyramid. Brands that cater to this segment are often national or regional, as international brands (with a few notable exceptions) often opt to focus on
13th January 2021
Categories: Blog - Africa - FMCG - Consumer - Sagaci Insights
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Green is the colour? Sagaci Research publishes new report on African attitudes to sustainability
Despite the fact they are very low polluters in per-capita terms, most African consumers are eager to do their bit to help preserve the environment Sagaci Research has just published a report entitled “Consumer Reflection on Sustainability Across Africa.” Based on 2,800 interviews conducted online with consumers across all income groups in five countries
15th December 2020