The ‘Africa Pack’ of GfK’s Roper Reports Worldwide study, an annual quantitative consumer trends study conducted in 25 countries, now covers South Africa, Nigeria, Kenya, Egypt and Ghana. This new segment has allowed insight specifically into African consumers.

The findings around this segment are that Africans are “firmly attached to their culture and roots”, meaning that “thinking local” and adapting marketing and business strategies when engaging with consumers in these countries is important.

More information can be found here.