Welcome to The Pulse by Kasi - a weekly newsletter on what Africans think, want and do, in real time.
From budget-conscious buyers to digitally driven decision-makers, African consumers are rewriting the rules, and brands, banks, and policymakers must adapt or fall behind.
✅ Confidence Rising, But Cautiously: Three months of steady gains show signs of recovery, but value remains king.
🍷 Niche Alcohol Booms: In East Africa, wine, rum, and cream liqueurs gain ground as preferences evolve beyond beer and whisky.
🏦 Kenya’s Financial Shift: Consumers want more than access; they’re demanding stability, empathy, and better digital experiences.
📉 Ivory Coast Under Pressure: Inflation fatigue bites hardest among Millennials and the affluent, forcing brands to rethink pricing and support.
📡 Connectivity Crossroads: Starlink’s outage reveals Africa’s digital vulnerability; resilience, not reach, will define the next frontier.
💡One truth stands out: No growth without confidence, and no strategy without empathy.
William Grant & Sons, the distiller behind Glenfiddich and Hendrick’s Gin, reported a 30% drop in pre-tax profit for the year ending December 31, 2024, falling from £554 million to £388 million. Revenue also declined by 6.5%, down to £1.834 billion, as the company navigated rising operational costs, supply chain issues, and global economic pressures.
The decline reflects widespread destocking across markets and changing consumer behavior, particularly in the U.S. and Europe. Despite this, demand remained relatively strong in parts of Asia. CEO, Søren Hagh, noted that while the results were disappointing, profit levels are still comparable to pre-pandemic years, reinforcing confidence in the company’s long-term direction.
While financials took a hit, William Grant & Sons remains committed to innovation and premium positioning. Its investments in brand growth and operational efficiency suggest the company is preparing for a strong rebound as global conditions stabilize.
Retail & FMCG
🍷📈 In H1 2025, East Africa’s alcohol demand split in new directions. Wine, cream liqueurs, and rum surged while beer and whisky held steady. Uganda and Tanzania led the way, but Kenya showed slower growth. Explore the trends driving this shift and see how segmentation is reshaping the market.
📈💡 In June, consumer confidence in Africa rose by 5 points, marking a third straight month of growth. Income and spending surged, but job concerns and national outlooks remind brands that value still matters most.
Finance & Banking
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.
📈 Prices for essentials like food, education, and transport remain high in Ivory Coast, leaving 40% of consumers feeling quite stressed. 😓 Millennials (41%) and high-income earners (52%) are the most affected. 📉 While some relief is seen in utilities and communication, brands must respond with empathy 💬, flexible pricing 💸, and clear value ✅.
Tech & Telcom
🚨 A global Starlink outage on July 24 cut off millions, including users across Africa who rely on it as their only internet lifeline. As trust wavers, Kasi Insight data reveals rising awareness but declining commitment. What does this mean for Africa’s digital future? 🌍📡
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