Whats Up Africa

TURNING !NSIGHTS INTO OPPORTUNITIES

WHAT‘S UP (SOUTH) AFRICA? OBSERVATIONS AND TRENDS IN ONE OF THE HOTTEST EMERGING MARKETS


AFRICA THE CONVEYOR BELT OF INNOVATION

! Like sea currents, ideas and innovaKve soluKons float from the Northern to the Southern hemisphere -‐ and vice versa!

! The creaKve and invenKve minds of Africans lead to new consumpKon and shopping trends, their invenKve craUsmanship to creaKve products and designs. Many of them have already successfully entered ‘first world’ markets.

! Thus, emerging markets are not only at the receiving end of innovaKon anymore, but sKmulate inspiraKon. Watch out!


STREET LIFE THE PAVEMENT – THE MOST IMPORTANT POS

! In emerging markets, life is happening in the streets. Climate condiKons allow trading outside and life is taken place out of home. Neighbours and friends meet, chat, work and eat with each other where the buzz is – in the market.

! The pavement is the most important point of sale for millions of consumers in emerging markets

! If your product has made it here, a great number of potenKal customers is yours!


CHINA GOES AFRICA EMERGING MARKETS‘ COLLABORATION

! More and more Chinese businesses open up shop in Africa and Chinese brands such as GWM (Great Wall Motors) have developed a stronger footprint in recent years

! This trend reflects a new order – emerging markets are keen to do business with each other

! The blossoming connecKons between Africa and India and Brazil demonstrate that Brics is not just a name but a reality


ESSENTIALISE SIMPLIFY YOUR EXPENSES

! South Africa‘s leading up-‐market retailer Woolworth‘s offers a range of grocery products reduced to the essenKals with simple and straight-‐forward pack design

! No fuzz body loKon without fancy claims and fragrances, the acKve ingredients speak for themselves

! Rooibos tea bags in new one cup format

! Smart shopping for everyone ! What you see is what you get


GET INTO THE COMFORT ZONE FEEL FOR YOUR LAUNDRY

! The laundry process has been dominated by raKonal needs and demands such as deep-‐down cleaning, stain removal and anK-‐staKc qualiKes

! Now sensual benefits are kicking into the market more and more

! Codes of comfort, soUness, elegance, care and protecKon for your laundry as well as yourself and your family

! How you treat your laundry your laundry treats you


GIVE ME A REFILL LESS IS MORE

! In emerging markets, refill packs can be found in more product categories than in the ‘developed countries’

! From coffee, salt to fabric condiKoner ! A packaging strategy not necessarily

driven by concerns for the environment

! Every cent and penny counts


FROM CUP TO SCRUB INDIGENOUS PLANTS AND INGREDIENTS

! In addiKon to blossoming brands with an internaKonal background, local brands with indigenous ingredients can be found more and more – not only in farmers’ markets but also in mass market supermarket chains

! Rooibos tea has its home not only in the tea cup but has entered the cosmeKcs category – same as aloe vera and kelp

! The power of African nature


LOVE HAS NO COLOUR RESIDUAL CULTURAL CODES

! Choosing the right model has always been a problem in countries in which the colour of one’s skin has such a profound meaning in history and (consumer) culture

! Black, white or mulK-‐cultural models can be seen more oUen next to and with each other on pack shots and in TV commercials

! Consumer culture reflects ethnical integraKon


GET YOUR HEAD AROUND RAINBOW HEAD MASSAGERS

! Head massagers made from simple wires used to be a cheap and efficient soluKon for itchy scalps -‐ oUen a side effect of hair straightening

! The internaKonal design company Kikkerland has transformed this African classic into a stylish tool with new aims addressing new audiences: ‘reduce tension, sKmulate sensiKve nerves and instantly invigorate’

! African inspiraKon


URBAN GARDENS GROW IT YOURSELF

! Urban gardens are spreading on the roof tops in New York, London or Paris. Tomatoes, green peppers and cabbage can also be found in the front gardens or back yards of Cape Town or Soweto more oUen

! Besides pracKcal benefits of fresh and cheap vegetables, taking responsibility of one’s premises and enjoying greenery rather than dust and dry soil is gedng popular


DUMPOLOGY HOW TO FACILITATE WASTE MANAGEMENT

! Lieering and waste management is a big issue in many emerging markets. Many countries have started to take more care of the potenKal of waste management and benefits of recycling.

! To facilitate waste separaKon a colour code scheme has been introduced using black, red, blue, green and yellow for paper, cardboard, plasKc, organic and further waste.

! Waste management can be fun and easy as ABC


OUR OFFER BRIDGING THE NORTHERN AND SOUTHERN HEMISPHERE

! HOTBUTTONS and COLIBRI Research are small agencies specialised in qualitaKve market research. We are business psychologists educated and trained in European universiKes and market research agencies holding more than a decade of personal experKse in exploring emerging markets’ consumers.

! Our qualitaKve studies on consumer insights, usage and adtudes, innovaKon, shopping behaviour, brand percepKon, concept development and communicaKon support you in ‘going with the (innovaKon) flow’ by building a North-‐South connecKon of mutual inspiraKon. Get in touch with us to learn more about it!


COLIBRI RESEARCH, GERMANY Ute Rademacher 8  www.colibri-‐research.com )  +49 40 46 96 68 82 *  ute@colibri-‐research.com HOT BUTTONS, SOUTH AFRICA Johannes Cichorius )  +27 21 43 90 45 949 *  [email protected]

Whats Up Africa

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