Opinion

Is the African consumer a myth?

Word count: 767

In the past few years the African consumer has become one of these shadowy facts that people like to quote, everyone wants to expand their business in Africa to reach the African consumer. There are over a billion people in Africa and around 25% of these are defined as consumers in some manner, even though many people in America and Europe would not readily identify these people as consumers as it’s not all about the two cars in the driveway and the weber braai [grill] next to the pool.