Consumer confidence continues to rise in Nigeria, Kenya and Ghana, the three sub-Saharan African countries in Nielsen’s fourth-quarter 2014 Consumer Confidence Survey.
Africa’s consumers are growing in numbers and in buying power. They also have a strong demand for products that meet their specific needs. So what are the best ways to reach Africa’s consumers, and how can marketers ensure they’re delivering messages and products that resonate?
Optimism runs high in the sub-Saharan Africa countries of Nigeria and Kenya, as both countries' consumer confidence scores remained well above the baseline of 100 in the third quarter of 2014.
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. Nigeria’s score was highest, rising one point to 121, while...