Welcome to yet another issue of Market Mosaic, where you enjoy an essential brief of cutting-edge market insights and global economic trends.

In case you missed it, we unveiled our top 10 most-read editions that have shaped our readers’ understanding of market trends as we continue to reshape how actionable insights are delivered from consumer intelligence. Catch up here.

In this week's edition, we will dive deep into Rwazi's latest groundbreaking Consumer Insights Report 2024, exploring the complex market dynamics in emerging economies. We will unpack global consumer trends and explore the consumer divide in volatile markets. 📈 🤝

— Insights Team, Rwazi

Our Edition this week:

• Data Spotlight

• The Pulse

• Sector Scan

• Our Competitive Watch

DATA SPOTLIGHT
The great divide: The 90-10 consumer split

As global markets navigate post-pandemic recovery, we're witnessing transformations that are both dramatic and consequential. Buckle up as we embark on a journey through the nuanced world of consumer behaviour, where cautious optimism meets economic reality.

Across many emerging markets, we're seeing a stark division that's reshaping entire industries: a 90-10 split between entry-level and upper-segment consumers.

The 90%: Survival mode innovators

• Extremely price-conscious, with a significant portion of income dedicated to essentials

• Value-hunters who frequently switch brands for better deals

• Risk-averse, yet open to new, cheaper alternatives

• Embracing the "sachet economy," preferring smaller, more affordable packages

The 10%: Aspirational spenders

• Brand-loyal, equating quality with trusted names

• Maintaining a taste for luxury, albeit with a newfound budget consciousness

• Leveraging credit to maintain lifestyles

Key Insight: This divide demands a complete rethink of market strategies. Successful companies will be agile enough to serve both segments simultaneously, perhaps through tiered product lines or innovative financing options.

THE PULSE
Featured Chart: Over 60% of Africans live on $2 per day

SECTOR SCAN
FMCG, finance, and telecoms: where necessity meets innovation

Fast-Moving Consumer Goods (FMCG): The Sachet Revolution 
We're seeing a surge in sachet packaging sales for everyday items across multiple markets. This trend isn't just about affordability; it's also tapping into a growing preference for local brands among younger consumers.

Financial Services: The Trust Tightrope
While digital banking adoption is on the rise, a significant portion of consumers still crave human interaction for complex issues. The financial sector is caught between two worlds, balancing digital innovation with the need for personal touch.

Telecoms: The Great Equalizer
If there's one sector bridging the consumer divide, it's telecommunications. We're tracking significant increases in data package demand in rural areas, coupled with rising sales of affordable smartphones in tier-2 and tier-3 cities.

Key Insight: Across these sectors, we're witnessing a unique form of innovation that blends cutting-edge technology with grassroots economic realities.

OUR COMPETITIVE WATCH
Future opportunities: The next wave

• Social Commerce: The New Marketplace

  We're seeing a substantial increase in social media-driven purchases among younger demographics. Platforms like Instagram and WhatsApp are becoming the new high streets.

• Sustainable Products: Green Shoots in Developing Soil
  There's a growing willingness among upper-segment consumers to pay more for eco-friendly products, signalling a nascent but growing consciousness that cuts across economic lines.

• EdTech: The Great Equalizer 2.0
  We've tracked a surge in demand for online professional courses among entry-level consumers. Education is becoming a bridge across economic divides.

Key Insight: These trends aren't just opportunities; they're glimpses into the future of emerging markets. In a future where social connections drive commerce, sustainability becomes a cross-class concern, and education breaks down traditional barriers.

WHAT’S HAPPENING AT RWAZI?
Available for download: Rwazi's 2024 Consumer Insights Report 📊

Unlock the future of emerging markets with the latest analyses and expert insights in our report is now available for immediate download.

🔍 This comprehensive report offers:

• Cutting-edge insights into consumer behaviour

• Data-driven trends shaping the market

• Strategic implications for businesses

• Actionable intelligence for decision-makers

Stay ahead of the curve in 2024 and beyond. Our report provides the vital information you need to navigate the complex landscape of emerging markets like Nigeria, one of the world’s biggest volatile markets

⚡ Download and grab your free copy now: bit.ly/DownloadConsumerReport

Thank you for reading and joining us on Market Mosaic this week. We hope this edition provides valuable, actionable insights to decide with data. 📊 You can also go read an extended version here and the archive of our past editions here.

As we chart our course for the second half of 2024, we want to hear from you. What insights have been most valuable to your business?

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