the deloitte consumer review

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The Deloitte Consumer Review

Africa: A 21st Century View

In this report, Deloitte assesses how the African market has developed, how perceptions of Africa have changed, and how consumers are responding to a period of rapid economic growth. We also make the case for seizing the opportunities within the continent.

Introduction

Africa is not one, but 54 countries with different growth rates, infrastructure, trade agreements, tax regulations, culture and levels of technological development. Business strategies need to be tailored to the specifics of each market or sub-region if they are to succeed. 

At a time when many emerging economies are slowing, Africa is now the second fastest-growing economic region behind Asia and is becoming a magnet for international capital. In this report, Deloitte aims to assess how the African market has developed, how perceptions of Africa have changed and how consumers are responding to a period of rapid economic growth.

What it took to succeed in the past may not be what it takes to succeed in the future. We discuss the importance of developing a 21st century view of the African consumer market and make a case for seizing the opportunity. Business strategies also need to be tailored to the specifics of each market or sub-region if they are to succeed. This report aims to provide you with insight and data to enhance your understanding of the opportunities and challenges in Africa.

Africa: A 21st century view