Africa Life. Mapping the mindset behind growth.
Real voices. Real stories. Real insight into today’s Africa Life.
From Lagos to Nairobi, Dakar to Abidjan and Jozi – what matters to African consumers in 2025? Kantar’s multi-country study unpacking consumer lifestyles, mindsets, and behaviours shaping Africa today. Covering Côte d’Ivoire, Kenya, Nigeria, Senegal and South Africa, this study explores the human truths behind Africa’s fastest-changing markets and what that means for marketers, brands, and business growth.
Download the 2025 Africa Life report overview. The full report is available for purchase at a country or regional level. This is the playbook for anyone building brands, launching products, or telling stories that resonate with the African consumer.
Watch the digital launch here.
Questions? Chat to Stacy Saggers – South Africa, Daniel Oseman – East Africa, Kanayo Bardi – West Africa, Fabiola Nguembu – Francophone West Africa
The Africa advantage. Shape your brand future in Africa
Explores emerging trends filled with opportunity and growth. ASAP (African Solutions to African Problems) is another big expectation from consumers.
Catch the digital launch of 2023-2024 Africa Life on demand here.
Change is happening everywhere on the continent, driven by Africa’s youth.
Insights by design. Growth by purpose.
Connect with us at africa.life@kantar.com.