All’interno della rivoluzione del consumatore africano

JOHANNESBURG – Attualmente, il potenziale economico africano e le opportunità di business ad esso legate sono ampiamente riconosciute. Anche se povertà e disoccupazione continuano ad essere più diffuse rispetto a qualsiasi altro mercato emergente, un trend di crescita accelerata sin dal 2000 ha reso l’Africa la seconda regione con la crescita più rapida a livello mondiale (dopo i paesi emergenti dell’Asia e al pari del Medio Oriente). 

Una crescita economica rapida ha comportato un aumento dei consumatori benestanti, quando invece, all’inizio del 2000 (ovvero prima dello scoppio della crisi del 2008), il 45% della crescita complessiva del PIL proveniva da settori economici legati al consumo. Secondo le stime, entro il 2020 più della metà dei nuclei familiari africani (circa 130 milioni) potrà contare su un reddito discreto, superiore agli 85 milioni attuali, da poter spendere (o risparmiare).

Inoltre, la popolazione africana non solo cresce più rapidamente di qualsiasi altro paese a livello mondiale, ma è anche la più giovane, con più del 50% al di sotto dei 20 anni rispetto al 25% della Cina. Le Nazioni Unite hanno calcolato che, entro il 2030, il continente rappresenterà più del 40% della crescita della popolazione globale, mentre, entro il 2040, la popolazione in età lavorativa supererà quasi sicuramente quella della Cina.

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