Heading For Africa

Africap is the newly created Paris-based division which supports brands who want to grow in Africa. The team recently launched their first African Youth survey which focuses on the values, aspirations and consumer behaviours of 15 -24 year-olds in 7 African countries.

Created in February, Africap is led by Florence de Bigault in close cooperation with Ipsos' offices in Africa. It helps brands navigate in a continent where:

• Markets are very fragmented: multiple trade channels, strong local specificities.
• Digital technologies are rapidly spreading, transforming markets and consumer lifestyles at a fast pace.
• Average revenues remain low in spite of the emerging middle class.
• Challenging lack of data available on consumption and markets.

Additional syndicated surveys developed by Africap include:

• The Afric’a’table food trend survey
• AMPS 2016, product and media consumption
• Trends Observer will cover Africa in 2016