2016 was a year of upheaval and change the world over, with equivalent sways experienced across Sub-Saharan Africa. In the 4th edition of Nielsen Africa Prospects ranking, we look at how the countries have performed across various parameters.
Modern retail has long been guided by a powerful premise: the bigger, the better. But the retail landscape is shifting, and this mantra no longer holds true in all cases. This report explores the pain and pleasure points in global consumers' shopping experiences.
Nielsen’s African Prospects Indicator provides existing and potential investors in Africa with comprehensive insights across an extensive range of indicators, culminating in an unambiguous ranking of Sub-Saharan African countries.
Consumer confidence in the second quarter of 2015 increased eight index points in Kenya to 112 and three points in Nigeria to 132—the highest score of the three countries measured in Nielsen’s mobile consumer confidence survey in sub-Saharan Africa.
In Africa’s complex retail environment, even companies poised with the right products can miss the mark if they don’t get them to the right place. But tailoring distribution choices—along with other factors—to specific products can help improve sales.
Africa is on companies’ growth agenda for obvious reasons. Six of the 10 fastest-growing economies in the world are in Africa, it has the world’s greatest proportion of young people, and it has a burgeoning urban population with growing demand for many goods not yet widely available, as well as the means to buy them.
The diversity of consumers and markets within Africa is staggering, but it presents tremendous opportunities for those who properly understand and navigate this complex marketplace. So what’s the most effective way to reach Africa’s consumers? And how can marketers ensure they’re delivering messages and products that resonate?
In second-quarter 2014, consumer confidence remained high in Nigeria, Kenya and Ghana—new entrants in Nielsen’s Global Consumer Confidence and Spending Intentions Survey that made their debut in the first quarter of this year.
Even in a world where consumers can connect with each other via text in an instant and do their shopping from their couches, people still crave a physical place to congregate, connect and engage. And more and more, shopping centers are a big part of fulfilling that need.
Now in its 15th year, the RQ Study surveyed more than 18,000 members of the U.S. general public to measure the reputations of the 60 most visible companies in the country across the six dimensions of corporate reputation. See who made the list.
It seems like U.S. consumers welcome new or improved technology with open arms just about every day. Options abound, spanning our TVs, computers and appliances. They’re also evolving to become more than just single-service electronics. Coupled with readily-available Internet connectivity, we’re seeing a metamorphosis in how we interact with our devices.
Upscale Millennials represent the future of global economic growth and prosperity. To better understand the financial values and goals of those with money to save in this up-and-coming generation, we've explored the savings and investment strategies and intentions of upscale, tech-savvy Millennials in the U.S., Brazil, China and India.
In the banking realm, where engagement has historically taken place at teller counters, times are changing—and so are consumer banking preferences. And in that way, marketers should make a concerted effort to identify their customers before trying to reach them.
Not all consumers are created equal. In fact, some can be so meaningful from a sales and growth perspective that they’ve been upgraded to “super consumer” status by some researchers and industry observers who realize how meaningful this group can be to companies and brands.
Times are changing, and today’s digital world is having widespread effects on an array of consumer behaviors, including how we handle our finances. Electronics and mobility are key trends for financial institutions to keep track of, but consumers aren’t ready to sever all ties with their local bank branches just yet.
Three agents of change have affected food retailing in Europe over the last 20 years, and the effects of these factors have culminated in recent times to stifle growth. And how well the CPG industry, particularly in Western Europe, handles the next 12 months or more will hinge on how well companies learn to live with flat—or negative—sales volumes.
Much has been written about the growing wealth and income gap between America’s rich and poor. However, the wealth gap exists not just among individuals, but among entire communities. And we can anticipate where local consumer demand is headed by examining the state of local communities.
For small businesses, the need for a deeper understanding of its customers is growing, and big data can provide that critical insight. And in today’s competitive world, the local bakery needs more than just a fresh croissant waiting for Bill in the morning to keep him loyal.
Competition for consumers’ wallets is gathering pace as the payment ecosystem evolves. Consumers have an array of choices and considerations at their fingertips, and individual consumer needs vary. Payment preference is not universal, and strategic marketers that know how to drive budding trends—particularly card usage—will be rewarded with loyalty.
Private brand sales accounted for $112 billion in 2013 but have increased just 1 share point since 2009. Amid private brands’ sluggish growth, however, the top 10 retailers have successfully tapped the segment's potential. So what is it about these 10 retailers that make them so successful?
From economics to quality of life, housing can tell us much about the state of Americans today. So having a clear sense of where this market is headed is crucial to understanding consumers. But what does the future hold?
Growing old is a fact of life, and most of us have at least a few concerns about how we’ll manage in our golden years. The biggest fears that the majority of us have pertain to not having the self-reliance it takes to care for our basic needs, losing our physical agility and declining mental competence. So how can industries help?
Make no mistake, store brands aren’t what they used to be. Today, U.S. supermarket shoppers spend $1 of every $5 on store brands, and their sales are growing in just about every retail channel. And that spend is having a big impact.
Despite e-commerce's momentous effect on shopping behavior, it's far from revolutionary; it’s simply an evolution. While many have recognized the opportunities created by new technology, some categories—like consumer packaged goods (CPG)—haven’t capitalized on e-commerce. Nevertheless, CPG manufacturers and retailers can boost sales by engaging with shoppers in new ways and providing unique shopping benefits through their online models.
Millennials are the social generation, both online and in-person. As the founders of the social media movement, they’re never more than a few clicks away from friends and family. And offline, they prefer to live in dense, diverse urban villages where social interaction is just outside their front doors.
As a major engine of the U.S. economy, the housing market is steadily watched and analyzed as a barometer for the general wellbeing of the country. Housing, however, isn’t just about economics—or even shelter. It’s a window into the lives of American consumers, and it provides insights that go well beyond home buying and price trends.
Much like the products we buy or the devices we prefer watching content on, services, too, tend to vary according to where we live. According to Nielsen’s 2014 Local Watch Report, this regional consumption of services plays a critical role in the type of healthcare consumers are receiving
The world’s population is getting older and many consumers say the world isn’t prepared for the shift. According to the World Health Organization, 2 billion people will be at least 60 years old by 2050, which raises questions and concerns for consumers as well as industries.
It takes a lot to define a generation, and no two generations are alike. As much of the world is watching the second-youngest generations develop and become full-fledged consumers, marketers are placing more and more emphasis on how to engage with them. Most are children of Baby Boomers, and all are eager to carve out a unique identity as they come of age.
It takes a lot to define a generation, and no two generations are alike. As much of the world is watching the second-youngest generations develop and become full-fledged consumers, marketers are placing more and more emphasis on how to engage with them. So who are they and why are marketers and brands getting to know them?
How can companies rise above the clutter online and on store shelves to capture an audience that is bombarded with options? It’s all about keeping up with—and in many cases, staying ahead of—consumers. And despite the myriad challenges, it’s not as hard as you think. Consumers are more engaged than ever in this hyper-connected world, and a little innovation and effort to reach them where they already are can bring big results.
The number of digital devices and platforms available to today’s consumers has exploded in recent years. As a result, today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands. And these changes are contributing to the media revolution and blurring traditional media definitions.
Technology has changed a lot in the last 30 years—even the last three! In Nielsen’s Digital Consumer Report, we explore this transformation and examine how the everyday lives of consumers are now intertwined with the digital world.
In looking at trends shaping up for this year, Nielsen forecasts that global retail sales will be relatively flat, with dollar sales inching up about 1.8 percent. But growth won’t be across the board, as consumer attitudes and preferences have shifted in some areas over the past two years. So where are the key areas for growth?
The “mass affluent” are wealthier than the average Joe but represent just 12 percent of U.S. households, making them notoriously difficult to find and engage. Fortunately, their active online presence presents an intriguing opportunity for marketers to use digital precision marketing to reach this elusive audience while protecting their privacy.
The mass affluent only represent 12 percent of U.S. households, so reaching this highly concentrated group can be difficult. However, the mass affluent have a strong online presence, and digital precision marketing has become an effective way to reach this valuable audience.
Canadian consumer confidence increased three index points in the fourth quarter of 2013, reaching the baseline score of 100. The quarterly uptick equalized two previous quarters of declines, bringing the figure in line with the sentiment of 12 months ago. Improved job prospects, personal finances and spending intentions were strong drivers of the hike in consumer confidence for Canadians.
Energy consumption has been a factor for consumers since the dawn of modern civilization, but in a world of rapidly advancing technology and environmental awareness, it’s never been as topical as it is today. And while consumers are tuned in, they’re more often motivated by price than environmental impact.
Few people have the luxury of taking in the Super Bowl in person, which makes the big game one of the biggest television events every year. It’s also one of the biggest occasions to throw a party. And this year, Americans aren’t holding back in terms of how and where they plan to relish the key matchup between the Seattle Seahawks and Denver Broncos.
While consumers are more engaged with food than ever, many have less time for planning and preparing home cooked meals. Growing hunger for convenience—a broad and evolving need—will continue to affect the entire store in 2014.
Working Moms—the 40 percent of women who have children under age 18 and have full-time jobs—are affluent consumers with limited free time. So how to you reach them? By making their lives easier and anticipating their needs and interests.
Advertising during the Super Bowl requires very deep pockets, as the average 30-second spot cost marketers well over $3 million the last two years. And the stakes for those dollars are just as big, considering that viewership routinely tops the hundred-million viewer mark.
Over the past 15 years, e-commerce has grown significantly but remains just below 6 percent of total commerce. So why does it feel like a lot more when we consider the droves of shoppers who are always on their computers and smartphones? According to Dr. Venkatesh Bala, chief economist for The Cambridge Group, a part of Nielsen, consumers' expectations have evolved.
When it comes to online shopping for cosmetics, Chinese consumers take their time and cover all the bases before they make their purchases. And in addition to spending hours looking for the right products and deals, their paths to purchase often include actively engaging and interacting with brands and online communities before they open their wallets.
For mainland Chinese visitors to Hong Kong, shopping is a key activity that nine in 10 tourists enjoy. A recent report by Nielsen, however, finds that mainland visitors are coming to Hong Kong less frequently, staying for shorter periods, and spending less on shopping, compared to last year. Nevertheless, accessibility to Hong Kong continues to grow.
The U.S. market has been tough recently on many of the big consumer packaged goods (CPG) companies, after many years during which the leading players typically fared quite well. The advantage the leaders historically derived from their scale and scope is no longer what it once was, leaving big companies wondering how to adjust.
With the global middle class growing by 70 million each year, and food prices expected to more than double within the next two decades, the world is entering an unprecedented period of rising demand, economic pressure and aspirationally driven buying behavior.
With a current buying power of $1 trillion that is forecasted to reach $1.3 trillion dollars by the year 2017, the importance of connecting with African-American consumers is more important than ever. Importantly, these consumers are distinct from other consumer groups, and understanding them is critical to making lasting connections.
Do consumers care if the companies they buy products and services from are socially responsible? The models that companies adopt for their corporate social responsibility efforts continue to evolve, but what impact do the varied strategies have on consumer sentiment?
With seven billion people living in the world, new findings from a Nielsen global survey revealed that when it comes to core fundamental lifestyle values centered on family, education or religious aspirations, we are more alike than we are different. What drives our shopping preferences, however, can vary considerably depending on where we live.
To drive profitable growth in the U.S., companies should return their focus to consumers, and their strategies need to tap purchasing behaviors and mindsets that are reflective of the recent recession, the proliferation of retail channels and innovations in technology.