African Lions: the Urban Middle Class

UCT Unilever Institute of Strategic Marketing has partnered with Ipsos to uncover a mass of information about a market that makes up more than 100 million people in Sub-Saharan Africa – the Urban Middle Class.

African Lions is the most comprehensive investigation to date into the sub-Saharan middle class. The study has:

  • taken 18 months to complete
  • involved 150 researchers
  • included many thousands of interviews
  • collected 300 hours of video footage
  • spanned ten of the fastest-developing cities on the continent.

The study comprised desk research, qualitative research and quantitative research in 10 major African cities, namely: Abidjan (Ivory Coast), Accra (Ghana), Addis (Ethiopia), Douala (Cameroon), Dar es Salaam (Tanzania), Kano and Lagos (Nigeria); Nairobi (Kenya); Luanda (Angola) and Lusaka (Zambia).

The report indicates the size and profile of the middle class and provides marketers with an in-depth understanding of living conditions, livelihood strategies, aspirations, media consumption, buying patterns, brand relationships and much, much more. The African Lions insight cloud houses the city reports, overall reports as well as curated insights catering to specific industries and companies.