Au cœur de la révolution consumériste de l’Afrique

JOHANNESBURG – Le potentiel économique de l’Afrique – et les opportunités qui en découlent – est aujourd’hui pleinement reconnu. La pauvreté et le chômage sont encore plus répandus que dans d’autres marchés émergeants, mais l’accélération de la croissance depuis 2000 a fait de l’Afrique la région la plus dynamique du monde (après l’Asie émergeante et au même niveau que le Moyen-Orient.)

Avec l’accélération de la croissance économique, les consommateurs sont devenus plus prospères – et vice versa: 45% du PIB total de l’Afrique dans les  années 2000 (avant la crise financière de 2008) provenaient de secteurs de l’économie liés à la consommation. Plus de la moitié des foyers africains – près de 130 millions – devraient en effet avoir des revenus discrétionnaires à dépenser (ou à épargner) d’ici 2020, alors que ce chiffre n’est que de 85 millions aujourd’hui.

L’Afrique a de plus la plus forte croissance démographique – et la population la plus jeune, dont plus de la moitié est âgée de moins de 20 ans, alors qu’elle n’est que de 28% en Chine. L’ONU estime que le continent devrait compter plus de 40% de la population mondiale en 2030, et sa population en âge de travailler devrait surpasser celle de la Chine en 2040.

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