AFRICA LIFEAn innovative barometer for African trends

AFRICA LIFE

UNLOCKING GROWTH IN A CONTINENT OF OPPORTUNITIES

By 2020, Africa’s combined GDP will be $2,600 billion. African consumers will annually spend over $1,400 billion. The population will number around 1.5 billion, of which: 2

will be under 18 years old

47% 43% 55%will live in urban areas

more than a half will form the working-age population

1 3What are the main ongoing evolutions?

What are the new emerging values?

What strategy should be implemented to satisfy the new demands?

3 FUNDAMENTAL QUESTIONS

What are the main ongoing evolutions? What are the new emerging values? What strategy should be implemented to satisfy the new demands?

Africa Life is an innovative barometer that tracks African trends. It’s a unique study Kantar TNS runs in partnership with Socovision, an agency specialized in prospective studies in 3 countries: Ivory Coast, Senegal & Cameroon.

It’s time for Africa. Africa is changing, Africa is evolving, Africa is moving forward. Africa is not the continent of tomorrow, it’s the continent of today.

Francophone Africa enters in that very promising dynamic, the economic growth rate achieved during the past 3 years is amongst the highest in the continent, creating new needs, new consumption patterns, and above all, tremendous opportunities for the companies that will know how to adjust.

We answer those 3 fundamental questions in Africa Life, to help you get the pulse of our continent and be the first to develop winning strategies to grow your brand.

2

AFRICA LIFE

Africa Life is built around two major parts:

1. Lifestyles & Values 2. Consumption behavior

The analysis of the African differences and specificities is performed in the light of the benchmarks resulting from key indicators in other countries such as France, The United States, China, Great Britain.

1

2

Lifestyles & Values

Consumption Behavior

• What differentiates African consumers from European, American or Asian consumers?

• Which trends are global, and which ones are specific to Francophone Africa?

• What are dominant trends compared to emerging ones?

• What is the consumers’ level of maturity in Francophone Africa?

• How do they relate to brands?

• What do they primarily expect from the main stakeholders of the market, the distribution channels and the media?

• How do they feel about digital?

• How do they use social networks?

• What drives their consumption choices?

The study is designed and built to help you:• Understand the “new” African consumers• Ascertain their priorities, their expectations and their aspirations• Identify the best opportunities and unlock them

The questions we ask provide a framework for various analysis that allows you to elaborate actionable growth plans and determine operational implications for your brands in the key markets.

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2017 is the starting point of the Africa Life study, which will be renewed every year to go hand in hand with the ongoing changes happening in the continent.

Measuring & Prioritizing

15-65years old in each country

aged from

The methodological design set up by Kantar TNS and Socovision, both experts in market research, is a comprehensive plan that provides you with the African realities that you have to include as part of your expansion or establishment in Francophone Africa.

• Representative sample of urban population

• Inclusion of the main economic poles of each country

The 2017 Africa Life report will be available as soon as April 14, 2017.

Exploring & Understanding

• Consumer focus groups and interviews with influencers

• Photoreport

• In-home immersions and immersions in key local gathering centers

Talk to us to understand how Africa Life can help you drive growth for your brands in these key markets. Email africa.life@kantar.comAissatou Mar +221 78 184 29 12Lise Brunet +33 1 49 70 60 35

AFRICA LIFE