De Afrikaanse consumentenrevolutie van binnenuit

JOHANNESBURG – Tegenwoordig wordt het economisch potentieel van Afrika – en de zakelijke mogelijkheden die daarmee gepaard gaan – alom onderkend. Armoede en werkloosheid zijn wijdverbreider dan op andere opkomende markten, maar de steeds snellere groei sinds 2000 heeft van Afrika 's werelds op één na snelste groeiregio gemaakt (na het opkomende Azië en gelijkwaardig aan het Midden-Oosten).

Met de snelle economische groei zijn welvarender consumenten gekomen – en vice versa: 45% van de totale bbp-groei van Afrika in de eerste tien jaar van deze eeuw (althans vóórdat de financiële crisis in 2008 uitbrak) kwam van consumenten-gerelateerde sectoren van de economie. Naar verwachting zal tegen 2020 meer dan de helft van de Afrikaanse huishoudens – bijna 130 miljoen – een inkomen hebben om te besteden (of te sparen), tegen 85 miljoen nu.

Bovendien heeft Afrika 's werelds snelst groeiende bevolking – en de jongste, nu ruim de helft nog geen twintig jaar oud is, tegen 28% in China. De Verenigde Naties schatten dat het continent tot 2030 meer dan 40% van de mondiale bevolkingsgroei voor zijn rekening zal nemen, terwijl de beroepsbevolking in 2040 naar verwachting groter zal zijn dan die van China.

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