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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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Your business depends on finding, understanding and connecting with your best customers. As the definitive source for what drives people to watch and buy, Nielsen can help you stay on top of trends and use key insights to grow your business—in the next town and across continents. We’ll help you stand out from the competition, differentiate your offerings, develop new ones and identify opportunities where others can’t. Trends around the globe are rapidly evolving, and we’ve got our fingers on the pulse of consumer behavior, shifting populations and new influencers.
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The majority of global consumers are exposed to both multinational and local brands. That begs the question: Just how much does the “Made In” moniker influence purchasing behavior?
Growth in the online FMCG sector is outpacing offline FMCG, with e-commerce sales set to surpass traditional retail sales within the next five years.
Amid great political and economic change around the world, global consumer confidence moved modestly in 2016, rising three points between the first and fourth quarter to 101.