Good morning,
This week at Kasi Insight, we spotlight the power of decision intelligence in shaping Africa’s future, from the $2.5 trillion consumer economy on the horizon to the critical role of surveys and trackers in driving strategic growth. Plus, as April marks a fragile but notable uptick in consumer confidence, there's renewed reason for optimism across the continent. Our visual deep-dive maps Indian corporate influence across Africa, while fresh highlights from our ESG webinar reveal why sustainability is now a must-have, not a nice-to-have. Top CMOs in African banking share how AI and real-time data are redefining marketing success, and we unpack a $28 billion opportunity hidden in plain sight: smarter public holiday policies. Looking ahead to 2025, discover how eco-conscious consumer trends are reshaping Kenya’s retail and lifestyle sectors, with a 13-point surge in demand for dry groceries. Finally, meet the graduate student who transformed their thesis with localized data points through Kasi Academia.
Stay ahead with smart insight powered by data, made for Africa.
Enjoy the read!
Decision intelligence
Africa is on the brink of a transformation, with its population set to exceed 2.5 billion by 2050 and consumer spending projected to hit $2.5 trillion by 2030. But growth without insight is a missed opportunity. In markets this dynamic, only high-quality data can reveal what truly drives change. Learn how surveys and trackers are unlocking the real story behind Africa’s rise.
In April, consumer confidence in Africa reversed its two-month decline, rising by 3 points. This recovery was largely driven by a 5-point increase in the index of future expectations, which offset a 2-point decline in the index of current conditions, signaling renewed optimism despite persistent short-term challenges.
Development and impact
By graphing the footprint of Indian companies in Africa, we gain valuable insights into the strategic decisions, regional focus, and the profound impact these entities have on the socio-economic fabric of the continent.
ESG: More Than Buzzwords, It’s Business Survival
On April 29, we hosted our first webinar, “ESG Demystified: From Historical Roots to Future Opportunities,” featuring insights from Catherine Kameja of Bayport and Yannick Lefang of Kasi Insight. The session explored ESG’s evolution, sector-specific priorities, and the real-world challenges of implementation. Attendees walked away with clarity on why ESG is no longer optional but essential. If you missed it, don’t worry the webinar video will be available soon. Catch the slides here and stay tuned for the next session in our ESG series!
Turning Insights into Impact: How CMOs Are Redefining Banking in Africa
Discover how Africa’s top banking CMOs are harnessing data intelligence to shape impactful marketing strategies. At Kasi Insight’s recent event, industry leaders shared how real-time data and AI are driving decision-making, from understanding consumer confidence and spending behavior to leveraging digital banking growth. With exclusive insights from Yannick Lefang and Angelique Bennaars Libese, the session revealed how data-driven strategies are transforming boardroom conversations and boosting marketing success. Read the PR and book a free session now! Access the video
Public holidays are a vital part of culture and tradition but what if reimagining how we manage them could unlock $28 billion in economic potential? Our latest report dives into how smarter policy-making, digital tools, and better planning can reduce productivity slumps while respecting what matters most. It’s time to turn holiday slowdowns into strategic wins for Africa’s economy.
Download the full report to discover the solutions
Brands & Marketing
The State of Consumers in 2025: Trends, and Economic Implications
Kasi Insight’s latest State of the Consumer Report reveals the four game-changing trends reshaping Kenya’s consumer landscape in 2025. From intentional spending and digital-traditional blends to the rise of eco-conscious living, these shifts are redefining business strategy. Want the full scoop? Don’t miss out. Download a copy here.
How Human Connections Drive Consumer Behavior
On Valentine’s Day, Kasi Insight launched Hearts & Brands: The Power of Connection—a groundbreaking report revealing how love, communication, and relationships shape consumer behavior in Kenya. As brands navigate 2025, understanding these emotional drivers offers a powerful advantage in building deeper audience connections. Don’t miss out—get your copy today and unlock insights that can transform your strategy.
Retail
Kasi Insight’s Retail Demand Index (RDI), measured quarterly across 20 African markets, offers critical insights into how consumer demand is evolving across retail categories. Using a scale from +100 to -100, the index captures changes in consumer interest and purchasing behavior. In Kenya, a comparison between the first half (H1) and second half (H2) of 2024 revealed a dynamic shift in priorities, with the overall index rising from 36 to 41, highlighting increasing activity and diversification in the retail sector.
Household essentials drove much of this growth. Dry groceries recorded a significant 13-point surge, climbing from 46 to 59, while cleaning products followed closely with a 12-point increase to 63, reflecting heightened consumer focus on everyday necessities. Fresh groceries remained a core priority, rising by 4 points to a robust 70. Similarly, health-related categories such as vitamins/supplements and medicines/natural remedies posted steady gains, with increases of 4 and 6 points, respectively, signaling ongoing attention to personal wellness.
Discretionary categories also experienced a notable resurgence, reflecting shifts in consumer habits. Clothing demand rose by 10 points to 33, and entertainment saw a remarkable recovery, jumping 11 points from -7 to 3, indicating renewed interest in leisure activities. Alcoholic beverages experienced an 8-point increase, doubling demand from 8 to 16 as social preferences evolved. Meanwhile, personal hygiene and data products saw minor declines of 1 point each, likely reflecting stabilized demand or shifts in spending priorities.
Female and Gen Z consumers emerge as key drivers across categories
Retail demand in H2 2024 showcased diverse growth patterns, with distinct consumer segments driving performance across essential and lifestyle categories. Females took the lead in cleaning products, scoring an impressive 72 on the index, highlighting their strong focus on household hygiene and maintenance. Similarly, Gen X drove the demand for dry groceries with an index of 65, reflecting their prioritization of core household staples. Clothing saw a balanced contribution from females and millennials, both scoring 40, signaling shared interest in personal style and apparel among these demographics.
In discretionary categories, Gen Z stood out as a critical driver of demand. They led entertainment spending, with an index of 13, and showed the highest demand for alcoholic beverages at 21, emphasizing their preference for social and experiential consumption. While these categories saw growth, the patterns underline a generational split, with older demographics focusing on essentials and younger groups driving lifestyle and leisure spending.
To win in 2025, brands must align with priorities and forge genuine connections
Brands looking to succeed in Kenya’s retail market in 2025 must develop strategies that cater to the unique needs of different consumer segments. Essentials, such as dry groceries and cleaning products, remain vital categories driven by Gen X and female consumers, who prioritize practicality and household well-being. To resonate with these groups, brands should emphasize affordability and convenience, offering solutions like value packs, loyalty programs, or subscription-based models. Highlighting sustainability, such as eco-friendly packaging or sourcing, could also differentiate brands and build deeper loyalty with environmentally conscious shoppers. Health-related products like vitamins and natural remedies present opportunities for brands to strengthen trust by focusing on quality, transparency, and targeted wellness campaigns.
For discretionary categories, brands must recognize the growing influence of younger consumers, particularly Gen Z, who are driving demand for entertainment and alcoholic beverages. To capture their attention, brands need to prioritize digital-first strategies, including interactive social media campaigns and influencer partnerships, that reflect their social and experiential priorities. Offering immersive experiences, whether through events or collaborations, can create lasting impressions with this experience-driven demographic. Similarly, fashion and lifestyle brands targeting millennials and females should emphasize inclusivity, personalization, and sustainability to remain competitive.
Sandra Beldine Otieno, MSc
Kasi Academia
How Kasi Helped a Graduate Student with African Data: Unlocking Research Potential with Kasi Academia
Access to reliable African data has long been a challenge for researchers. In 2025, Kasi Academia changed that by empowering a graduate student with real-time, localized insights for their research. With 70M+ data points, 600+ datasets, and AI-powered analytics, they were able to transform their thesis with accurate, Africa-focused intelligence bridging the research gap and driving meaningful impact. Data should fuel discovery, not hinder it. Kasi Academia ensures that students, academics, and institutions win with confidence by providing the right insights at the right time.
Watch the full webinar here & Join Kasi academia here.
ICYM
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