凯度-非洲要去哪里？让您的品牌在非洲赢得今天和明天（英文）-2021.5正文版.doc

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1、WHERESAFRICA GOING?#AFRICALIFEEMPOWERING YOUR BRANDS TOWIN IN AFRICA TODAY ANDTOMORROWA Kantar prospective study of AfricaKenya Nigeria Senegal South Africa20211WHY?THE SUN RISES IN THE SOUTHAfrica is home to 1.2 billion people. Its population will double in less than 3 decades, representing a quart

2、er of humanity. We have a word for this: O-p-p-o-r-t-u-n-i-t-y.“ITS TIME FOR (MORE OF) AFRICA“The current dynamics and impressive progress made by most African countries predict a materialization of the demographic dividend over the next 10 years.Change is happening everywhere in the continent, stro

3、ngly driven by its youngest population. New transformational forces are reshaping lifestyles, life choices, values, trajectories. Its tech, its culture and its creativity.Africa seems ready and determined to play a bigger role onto the global stage. A massive opportunity for the continent itself, it

4、s population and brands and businesses that operate in Africa.3TWO KEY FORCES (RE)SHAPE EVERYTHING ELSEDIGITAL REVOLUTIONCULTURAL REVOLUTIONTech enables.Identity shapes.Theres no doubt: technology is at the heart of the continents transformation. Possibilities, earlier unseen, turn bigger, more obvi

5、ous and augmented by the internet. New digital opportunities are created every day, allowing for the projection of new futures.The future of the continent is being reshaped by the digital creativity of its people, especially that of younger generations.Theres no prospective view or growth possibilit

6、ies without an upfront understanding of how digital is reshaping everything.Africas digital landscape evolves in high speed, changing lifestyles and presenting new business opportunities.The rise of technology brings an opportunity forconnected consumers to be more demanding.Their needs turn as much

7、 outwards as inwards,as they increasingly look for products andmessages they can relate to and experiencesthat better resonate with who they are, as wellas what they care for and the environment theylive in.Its time for offerings they can identify withculturally. Not readily available? Well, heres a

8、generation thats ready to create them.Entrepreneurship takes on new heights, rootedin identity and cultural codes.Being African has a new meaning. Cultureitself is a new currency.4 WITH A PANDEMIC CONTEXT THAT AMPLIFIES HUMAN TENSIONSWERE IN THISTOGETHERIn need of connection. Real and virtual. More

9、connected relationships.Social media. Social platforms.Better communities.We can re-build together.#AfricaMattersANYTHING CAN HAPPEN,ANYTIME. ITS TIMEHuman fragility exacerbated bypandemic. Triggering more acutedesires for security (financial, physical,mental).Part I: Hustle. Entrepreneurship. Money

10、.CreativityPart II: Nutrition. Strength. Immunity.Better. MoreSOME THINGS JUSTARENT RIGHTEquality. Justice. Bold. Biggerand better. Purpose.Anti-conformism.Disruption. Changing codes.Surprising codes. Everythingis possible.Some key business questions are inevitableWhats changing?Whats new?Whats urge

11、nt?Whats truly meaningful?What actions will get you win in Africa now and over the coming years?5HOW WILL YOUR BRANDS CREATE STRONGER MEANING FOR CONSUMERS IN AFRICA AND DELIVER PROFITABLE GROWTH IN AN EVER-EVOLVING CONTINENT?62NOW WHAT?KANTAR PRESENTSTHE THIRD EDITIONOF AFRICA LIFEOur pan African s

12、tudy that explores the evolution of lifestyles, consumer behaviors and next trajectories in order to help your brands win better and more in Africa.Edition #3Kenya, Nigeria, Senegal, South Africa8IS IT (REALLY) POSSIBLE TO UNDERSTAND AFRICA?We move beyond the clich:“AFRICA IS (NOT) A COUNTRY”Theres

13、as much similarity as there is differenceAt a broader level, theres more that connects people in different countries across the continent than what separates them.Doesnt the same hold for the human population, though? There are universal human insights that fuel global brands and businesses across t

14、he world.OPPORTUNITIESHowever, the socio-political-economic-cultural andcategory dynamics of each market manifest into acolourful tapestry of landscapes.The differences across and within countries fragmenteven further when one gets up close and personal onthe proverbial ground.CHALLENGESWe can tap i

15、nto universal truths to build broader pan-African people, brands and business connections.We identify the critical nuances per marketand people typologies, with a focus on youthsegments to establish deeper connectionsand exploit revenue opportunities9WERE EXCITEDTO INCLUDE INTHIS EDITIONSOUTHAFRICAf

16、or a full perspective of Africa forthe very first time.IN OUR NEW EDITION, WE FOCUS ON12WHAT mattersWHERE mattersSenegalThe Big PictureLifestylesNigeriaKenyaSouthAfricaDigital & TechConsumption3HOW itll evolveAnalyticsWe go beyond the numbers, using our data as well as data from other sources to bui

17、ld predictive and segmentation modelsWe run specific category deep dives, to add a layer of insights on categories of interestWe Integrate social conversations to flesh out trends and identify next stages11KenyaDigital hub for Africa (and the world!) Kenya enjoys a unique position in the continent,

18、and ahead of others in the digital space. HBR sees Kenya, a global hub for digital innovation, by Harvard Business Review.NigeriaLargest country in Sub-SaharanAfrica, by its population and the sizeof its economy, Nigeria enjoys aunique position in the continent,increasingly extending its culturalfoo

19、tprint onto the global stage.ValuesFamily. Identity,Culture. Health &Wellness. Lifestyles:Traditional vs ModernWhats nextWhat does it meanto be African? Whatactions will makeyou grow?ProgressEducation,Entrepreneurship.Career Status,AspirationsSenegalMost Western-side country of Africa, Senegal is th

20、e center of artistic creativity. The most connected country in West Africa, and the country with the highest digital engagement, the offers unique opportunities.Visual that represents thecountryBig pictureEconomics, PoliticsConsumptionEducation. StatusWomen & Youth FocusFrom basic toaspirational cat

21、egories.South AfricaFood. Beverages.DigitalTourism. Hospitality.Mobility. LuxuryTheres nothing like South Africa.ConnectivitySocial MediaSA is a unique country and as suchEcommerceneeds to be assessed as such.IoT. Connected ObjectsIt is also the most industrialized,Artificial Intelligencetechnologic

22、ally advanced, anddiversified economy on thecontinent.3,500 interviews run in May 2021 across the continent12LUXURYTRAVELMobility Tourism HospitalityBEAUTYBody & Hair Care Sport WellnessENTERTAINMENTPay TV Gaming BettingFOODStaples Culinary Beverages DairyWE UNCOVERCONSUMPTION DYNAMICS FROM BASIC TO

23、 ASPIRATIONAL133SO WHAT?INSIGHTS BY DESIGN. GROWTH BY PURPOSE.MAKE IT YOURSCHOOSE AFRICA OR PICKIMPACT YOUR 2022A COUNTRYSTRATEGY SESSIONSAfrica Life is livethis May.Specific categories have specific needs. Different consumers have different tensions.For this edition, were offering an opportunity to

24、 add a set of specific category questions to allow finer insights on specific category consumers.Your own set of 5-7 questions will be included for all subscriptions before May 15.We have something for all needs.The Africa report is for you and your brands team if you are looking for an understandin

25、g of the region as a whole, with highlights on similarities, nuances and differences between the 4 countries. The regional report is delivered at $20k (inclusive of workshop).Country reports will be available for country-specific needs at $5k per country.The study is designed to make a significantly

26、 positive difference in your growth plans for 2022 and beyond.All content will be released early July, on time for inputs to your strategy sessions for the coming year.We deliver the study reports and can workshop around your key growth opportunities as early as July 2021.15WE ENABLE AFRICASGROWTH THROUGHTHE GROWTH OFYOUR BRANDSExploring African horizons andempowering your brands to winin Africa today and tomorrow2 0 2 1EXPLORING AFRICANHORIZONS ANDEMPOWERING YOURBRANDS TO WIN INAFRICA TODAY.Edition #3Kenya, Nigeria, Senegal and South AfricaConnect with us atafrica.life17