Enjoy a 15% discount on all purchases until the 31st of March 2023 using the promo code EOFWEB22 at check out!

Consumers Our insights cover everything from income, spending, behaviour and attitudes to demographic changes and household makeup. We help businesses anticipate consumer preferences and stay relevant long term.

Africa’s Promise is in its People

Euromonitor International Profile Picture
Euromonitor International Bio


One of Africa’s key strengths is its population. It is young, urbanising and fast-growing – in sharp contrast to most developed economies and even some large emerging markets such as China. Five countries – Nigeria, Ethiopia, the Democratic Republic of Congo, Tanzania and Uganda will account for half the region’s population growth to 2030. Many countries in the region are also benefitting from a demographic dividend – a point where the population of working age is increasing, whilst the fertility rate is in decline, and the population aged 65+ remains small. This increase in the share of the population that is in the working age-group, spurs economic growth.

Interested in more insights? Subscribe to our content

Explore More

Shop Our Reports

New Consumer Landscape: Consumerism and Beyond

Due to changing global demographics and unfolding financial and environmental concerns, consumption patterns have been evolving over the recent years,…

View Report

Voice of the Industry: Consumer Lifestyles 2022

This report highlights the results of Euromonitor International’s Voice of the Industry: Lifestyles survey capturing insights on consumer behaviour, shopping…

View Report

Global Inflation Tracker: Q1 2023

This report examines inflation levels and drivers globally and in key countries. In 2023, global inflation is expected to ease from its peak in 2022, but…

View Report
Passport Our premier global market research database with detailed data and analysis on industries, companies, economies and consumers. Track existing and future opportunities to support critical decision-making across all functions within your organisation Learn More