Die afrikanische Konsumrevolution

JOHANNESBURG – Das wirtschaftliche Potenzial Afrikas – und die damit verbundenen Geschäftschancen – sind heute weithin bekannt. Es herrschen zwar noch immer höhere Armut und Arbeitslosigkeit als in anderen Schwellenländern, aber ein beschleunigtes Wachstum seit dem Jahr 2000 ließ Afrika zu der am zweitschnellsten wachsenden Region der Welt werden (hinter dem aufstrebenden Asien und auf gleicher Stufe wie der Mittlere Osten).

Dieses rasche Wirtschaftswachstum brachte auch wohlhabendere Verbraucher mit sich – und umgekehrt: 45 Prozent des gesamten afrikanischen BIP-Wachstums in den 2000er Jahren (vor Ausbruch der Finanzkrise im Jahr 2008) stammte aus den konsumnahen Sektoren der Wirtschaft. Es wird erwartet, dass im Jahr 2020 über die Hälfte der afrikanischen Haushalte – beinahe 130 Millionen, im Gegensatz zu den 85 Millionen von heute  – frei verfügbare Einkommen haben werden, die sie ausgeben (oder sparen) können.

Überdies verfügt Afrika über die am raschesten wachsende Bevölkerung der Welt – und auch über die jüngste, wobei über die Hälfte der Menschen unter 20 Jahre alt ist. In China liegt dieser Wert bei 28 Prozent. Die Vereinten Nationen schätzen, dass der  Kontinent bis 2030 für über 40 Prozent des weltweiten Bevölkerungswachstums sorgen und die Bevölkerung im erwerbsfähigen Alter diejenige Chinas zahlenmäßig im Jahr 2040 überholen wird.

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