Welcome to The Pulse by Kasi - a weekly newsletter on what Africans think, want and do, in real time.
From Nigeria’s shifting drink choices to Kenya’s mindful consumers, rising borrowing pressures, and Africa’s data deficit, households and businesses are adapting to new realities with resilience.
🍺 Nigeria’s Drink Shift: Beer and malt beverages are booming as premium spirits lose ground.
🧠 Kenya’s Mindful Living: Consumers are moving from survival to intentional choices, prioritizing wellness, responsibility, and trust.
💸 Borrowing to Get By: Inflation is pushing Nigerians to rely on borrowing across all income groups.
🏦 Kenya’s Banking Reset: Trust in traditional banks is rising, but financial stress persists and digital platforms face mounting pressure.
📊 Africa’s Data Deficit: Businesses that undervalue localized research risk costly missteps.
💡 One takeaway: Africa’s consumer markets are fragmenting, not shrinking. Value, trust, and foresight will shape the winners of tomorrow.
Diageo’s Retreat Highlights Nigeria’s Changing Drinking Habits
Guinness has long been part of Nigeria’s cultural identity, tied to music, football and national pride. Yet even iconic brands are not immune to shifting consumer behaviour and economic strain. In 2024 Diageo sold its 58 percent stake in Guinness Nigeria to Singapore’s Tolaram Group, retaining brand ownership but stepping back from operations. The decision reflects the challenges of inflation, currency volatility and weaker household incomes that continue to reshape Africa’s largest consumer market.
By 2025 the shift was clear. Guinness Nigeria rebounded with strong growth in malt beverages and ready-to-drink products that appeal to cost-conscious buyers. Kasi Insight’s Retail Demand Index confirmed the trend, showing beer demand rising in the first half of 2025 while spirits fell as households placed value above aspiration. Nigerians are still drinking, but they are drinking differently, favouring affordable staples over premium labels.
The market is fragmenting rather than shrinking. Beer and malt remain resilient while premium categories such as whisky and tequila struggle under high prices and stricter rules. Local operators like Tolaram, with stronger distribution and cost control, are better positioned than multinationals exposed to foreign exchange risks. Growth will come to brands that scale affordable options while curating premium niches, making Diageo’s retreat both a corporate shift and a signal of changing drinking habits.
Retail & FMCG
🍺 Nigeria’s drink scene is shifting fast! Beer is booming while premium spirits lose their sparkle ✨. With households tightening budgets, value now beats aspiration, but the festive season still holds space for indulgence among the affluent. Brands that balance affordability with prestige will win both 🎉🥂
🔍 Read more
As Kenyans embrace 🧠 mindful living and 💰 smarter spending, brands must respond with ✅ authenticity, 💡 practical innovation, and 📊 proof of impact to build lasting trust.
🔍 Read more
Finance & Banking
💸 Inflation is driving Nigerians to borrow just to get by, with borrowing now common across all segments. Low-income households are the hardest hit, but even wealthier groups and younger generations are feeling the pressure. Financial solutions must reflect this new reality.
🔍 Read more
Retail banking in Kenya is shifting as consumers seek more than access, they want confidence, stability, and support 💡 trust in traditional banks is rising 🏦 but financial stress remains high and digital platforms are under pressure 📉
🔍 Read more
Data Stories
🌍 Africa’s markets are evolving fast, but too many businesses still undervalue data. 📊 Without localized insights, brands risk missteps, wasted spend, and missed opportunities. The companies that thrive will be those that listen, localize, and lead with data-driven strategy. 🚀 Discover six smart strategies to unlock insights even in lean times.
🔍 Read more
🔥 Exclusive Offer for Our Subscribers: 50% Off Kasi Edge
Enjoy 50% off a subscription to Kasi Edge, Africa’s leading decision intelligence platform.
This is your chance to dive deep into every article, map, whitepaper, and report without holding back.
With this offer, you can explore the full library and never skip the insights that could shape your next big move.
📊 Consumer shifts
📉 Economic trends
📈 Retail and brand performance across 20+ African markets
👉 Claim Your 50% Off Now
Don’t wait. This is your edge. And it’s only available for a limited time.
Contact us to find out how our data empower decision makers like yourself in Africa
🔗 Stay Connected with Kasi Insight:
