Income and Expenditure

The world is rapidly evolving due economic, political, geographic and climate changes. This is contributing to a change in consumer’s habit and behaviour as they try to keep pace with these newer developments. Deeper understanding of these changes…

Increased economic uncertainty, digitisation of business activities, the need to improve operational efficiency, and stricter regulations encourage companies to review their supply networks and fortify them against the potential risks in the future.…

Cities are hubs for spending, with 80% of expenditure expected to be generated by urban areas in 2023. Spending growth in 2023 will, however, be sluggish, as cost of living challenges force consumers to be more conservative in their expenditure. Over…

The global energy crisis has had far-reaching implications for consumers, businesses and entire economies, highlighting the importance of the global energy transition and boosting energy efficiency, while creating opportunities for innovation and…

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which…

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which…

Nigeria's consumer income growth is expected to lag behind the regional average over 2022-2027, double-digit inflation and elevated unemployment hindering income gains. Climate change and persisting war in Ukraine add to rising food prices,…

Nigeria’s population is projected to expand by 47% between 2022 and 2040, driven by natural increase, with a median age of 21 years dominated by Gen Alpha. The ongoing urbanization is largely unplanned, resulting in the proliferation of slums and…

From 2022 to 2040, South Africa's population growth will slow due to declining fertility rates, leading to childless households rising. Generation Alpha (15-30 age group) are set to overtake millennials as the most prevalent cohort. Ongoing…

Egypt is forecast to experience economic growth, leading to an increase in per capita disposable income. The population aged 40-44 will be the highest income earners per capita in 2027. Income inequality is moderate by global standards but is…

Significant income inequality and elevated inflation pose challenges to Kenya’s consumer market in the medium term. Discretionary spending is predicted to remain limited, due to the extensive size of social class E. Due to the country’s strong…

Tanzania's per capita income is projected to grow in real terms until 2027, driven by robust economic growth. Middle Youth will dominate the highest earning population band, influencing luxury spending. Income inequality is extremely high and…

Continued income inequality and rising inflation threaten consumer market development in Ghana. With a significant portion of the population allocating most of their income to necessities, discretionary spending is set to remain limited over the long…

Moroccan consumer incomes are expected to rise from 2022 to 2027 due to emergence of better job opportunities and increased remittances. However, the growth is set to be slower than regional average, partly due to climate change affecting…

Uganda is expected to experience significant economic growth from 2022 to 2027, with substantial increases in per capita income. Late Lifers will be the highest earners, influencing luxury spending trends. However, income inequality is projected to…

Ethiopia's consumer income is forecast to grow by nearly one-fifth over 2022-2027, yet still ranking among the world's lowest. Consumer market expansion will face challenges due to soaring inflation, averaging 32% in 2023, as well as severe income…

In the upcoming years, consumers and businesses face an array of challenges, with rising income inequality being among the key ones. Nevertheless, addressing the income inequality through catering to the Bottom of the Pyramid and the Middle Class…

Rising costs of living pose challenges globally, but companies can find opportunities in several categories, essential and discretionary, especially in underpenetrated fast-growing markets. By considering category adjacencies and focusing on value,…

This report examines inflation levels and drivers globally and in key countries in Q4 2023 and 2024. Global inflation is moderating, although divergence remains among the key economies. Higher volatility in the energy markets and disruption of…

Technological advances in 2024 will continue to reshape consumer behaviour. This annual report explores the top five digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this report’s edition…