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Strategy Briefing

The “New Normal” for Consumer Goods in Sub-Saharan Africa

Jan 2021

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

The COVID-19 pandemic has disrupted the consumer goods market in Sub-Saharan Africa, with recovery expected to take place over time. Consumers expenditure has been negatively affected, as value seeking consumers shift to essential products. The acceleration of e-commerce penetration is expected to continue over the long-term as shifts in consumer behaviour become part of the ‘New Normal’.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Key Findings

Value for money reigns supreme as consumers go “back to basics”

Consumers have become increasingly mindful of their expenditure and are expected to persist in seeking value for money. Essential goods such as staple foods, basic cleaning materials and vitamins and dietary supplements will take priority as consumers mitigate the long-term economic impact of Coronavirus (COVID-19) as they continue to feel the pressure of reduced disposable income.

Omnichannel retail increasingly important as consumers adapt to new ways of shopping post-pandemic

The pandemic further fast-tracked existing strong e-commerce growth. It is expected to continue its strong growth trajectory, registering double-digit growth over the long term. Heavily supported by m-commerce in a region where mobile phones are the primary means of connected to the internet, the channel will be critical in any marketing mix. However, consumers will continue to buy from traditional channels such as open markets as they meet consumers’ need for value in countries such as Nigeria and Kenya.

Permanent shifts in occasion as consumption habits change

The shift in how and where especially professionals buy and consume goods, is likely to lead to a permanent change in consumption occasions. Many consumers are expected to continue to work from home, at least partially, leading to increased hometainment and less in-store consumption. However, this creates strategic opportunities across products and services.

Increased emphasis on local production and consumption

The increased emphasis on local consumption due to lockdown regulations is expected to continue post-pandemic. Consumers are in part driving the shift as they mindfully choose local over imported goods. Furthermore, government legislation aimed at reviving and local economic stimulus coupled with the increased cost of imported goods due to currency exchange volatility will also boost local production and consumption.

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Introduction

Scope

Key findings

GDP growth heavily impacted while recovering over medium term

Disposable income to regain growth over medium term

Introduction: Consumer expenditure

Expenditure on ‘luxuries’ take back seat in favour of essentials

Retail Context

E-commerce gains as overall retailing market shrinks

Packaged Food

Impact on Packaged Food in South Africa

Impact on Packaged Food in Nigeria

Impact on Packaged Food in Kenya

Implications for Sub-Saharan African Packaged food players

Company reactions to the pandemic

Alcoholic Drinks

Impact on Alcoholic Drinks in South Africa

Impact on Alcoholic Drinks in Nigeria

Impact on Alcoholic Drinks in Kenya

Implications for Sub-Saharan African Alcoholic Drinks players

Kenya: order, deliver, drink

Tobacco

Impact on Tobacco in South Africa

Impact on Tobacco in Nigeria

Impact on Tobacco in Kenya

Implications for Sub-Saharan African Tobacco players

South Africa: illicit cigarettes trade booming due to sales ban

Beauty and Personal Care

Impact on Beauty and Personal Care in South Africa

Impact on Beauty and Personal Care in Nigeria

Impact on Beauty and Personal Care in Kenya

Implications for Sub-Saharan African Beauty and Personal Care players

Beauty consultation goes virtual

Home Care

Impact on Home Care in South Africa

Impact on Home Care in Nigeria

Impact on Home Care in Kenya

Implications for Sub-Saharan African Home Care players

Pwani Oil Kenya’s acquisition and pricing strategy boosts growth

Consumer Health

Impact on Consumer Health in South Africa

Impact on Consumer Health in Nigeria

Impact on Consumer Health in Kenya

Implications for Sub-Saharan African Consumer Health players

MyDawa : Kenya’s only e-pharmacy

Conclusion and Strategies to Consider

Key findings

How to adapt to the “New Normal” beyond COVID-19

Winning strategies to consider in Sub-Saharan Africa

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Megatrends

Strategy Briefing

The “New Normal” for Consumer Goods in Sub-Saharan Africa

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key Findings

Value for money reigns supreme as consumers go “back to basics”

Omnichannel retail increasingly important as consumers adapt to new ways of shopping post-pandemic

Permanent shifts in occasion as consumption habits change

Increased emphasis on local production and consumption

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

GDP growth heavily impacted while recovering over medium term

Disposable income to regain growth over medium term

Introduction: Consumer expenditure

Expenditure on ‘luxuries’ take back seat in favour of essentials

Retail Context

E-commerce gains as overall retailing market shrinks

Packaged Food

Impact on Packaged Food in South Africa

Impact on Packaged Food in Nigeria

Impact on Packaged Food in Kenya

Implications for Sub-Saharan African Packaged food players

Company reactions to the pandemic

Alcoholic Drinks

Impact on Alcoholic Drinks in South Africa

Impact on Alcoholic Drinks in Nigeria

Impact on Alcoholic Drinks in Kenya

Implications for Sub-Saharan African Alcoholic Drinks players

Kenya: order, deliver, drink

Tobacco

Impact on Tobacco in South Africa

Impact on Tobacco in Nigeria

Impact on Tobacco in Kenya

Implications for Sub-Saharan African Tobacco players

South Africa: illicit cigarettes trade booming due to sales ban

Beauty and Personal Care

Impact on Beauty and Personal Care in South Africa

Impact on Beauty and Personal Care in Nigeria

Impact on Beauty and Personal Care in Kenya

Implications for Sub-Saharan African Beauty and Personal Care players

Beauty consultation goes virtual

Home Care

Impact on Home Care in South Africa

Impact on Home Care in Nigeria

Impact on Home Care in Kenya

Implications for Sub-Saharan African Home Care players

Pwani Oil Kenya’s acquisition and pricing strategy boosts growth

Consumer Health

Impact on Consumer Health in South Africa

Impact on Consumer Health in Nigeria

Impact on Consumer Health in Kenya

Implications for Sub-Saharan African Consumer Health players

MyDawa : Kenya’s only e-pharmacy

Conclusion and Strategies to Consider

Key findings

How to adapt to the “New Normal” beyond COVID-19

Winning strategies to consider in Sub-Saharan Africa

Why buy this report?

Want to find out more about this report?

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