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Kenya is strategically positioned as the "gateway to east Africa". Rising GDP per capita indicate increasing consumer incomes. Nielsen’s research indicates that Trendy Aspirants and Progressive Affluents account for 34 percent of Kenya vs. 28 percent across Africa.
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At the end of 2015, consumer confidence remained relatively stable in Nigeria (127), Ghana (104) and Kenya (103), compared to the start of the year.
Global consumer confidence ended 2015 on a subdued note as the index declined two points from the third quarter to 97—the same score as the start of the year. Europe was the only region to show consistent confidence improvements throughout the year across all three indicators (job prospects, personal finances and intentions to buy).
In the third quarter, consumer confidence increased five index points in both Kenya (117) and Ghana (99), while it decreased five points in Nigeria (127).