Chinese influence on African consumer trends will grow

Significance

By 2025, an estimated two-thirds of African households will have discretionary income, significantly expanding the consumer pool. Growth in sub-Saharan Africa’s consumer market coincides with a regional expansion in Chinese cultural products. The simultaneous occurrence of both trends will influence long-term consumer preferences in most sub-Saharan markets, especially Nigeria and South Africa, where Chinese platforms and products are becoming established.

Impacts

• As China expands its electronics and media presence in Africa, Chinese consumer goods will become more mainstreamed.
• Chinese automakers such as GAC Motors will expand their share of the Nigerian market.
• Through WeWallet and other Chinese fintech applications, China could become a key player in Africa’s bourgeoning e-commerce sector.