African consumer boom has much further to run

Sub-Saharan Africa's (SSA's) consumer market has quadrupled in size since 2000, and is now worth over US$650bn. While some of the tailwinds that have supported consumption over the past decade are likely to ease over the coming years, we think the boom is unlikely to end any time soon. Indeed, we expect SSA's consumer market to be the fastest-growing in the world over the next couple of decades.

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