We’re lifting the veil on the top African consumer trend predictions for 2022 to help you strategically shift your purchasing decisions and take advantage of these revenue-boosting opportunities. This blog post outlines what you can expect to see in 2022 and beyond, so your business is prepared for what’s to come.


Start your

direct-to-consumer business in 2022

In just two years, the number of people shopping online has increased 300%! And it’s not only kids that love doing business this way – thanks to the effects of the COVID-19 pandemic, even older generations have become more comfortable buying FMCG and other goods online. While large supermarkets launched quick-delivery apps over the past two years, businesses considering building apps need to ensure a consistent omnichannel customer experience to avoid once-loyal consumers turning to the competition once they’ve been disappointed.


Social media apps

will become the new marketplace

Soon, African consumers will be able to buy directly on Facebook, Instagram and WhatsApp. Right now, customers either get redirected to private messages or your ecommerce platform to transact with businesses. Once the big social media brands’ rollout is complete, however, you’ll be able to sell to your followers and customers directly through their preferred communication apps!

TikTok will continue to be the fastest growing app. Roughly 50% of TikTok’s global audience is under the age of 34 with 32.5% aged between 10 and 19. 41 percent of TikTok users are between 16 and 24 years of age. On average, TikTok users spend 52 minutes per day on the app. A growing audience on the platform means more brands will join Tiktok, too, to increase brand exposure and engagement.


Shopping will be an

“always-on” experience

While brands must, ideally, be ready for purchases at any time, day or night, consumers are drifting into a constantly-ready-to-shop state. They browse and shop while scrolling through Instagram or TikTok, reading the news online or participating in Zoom meetings. According to a survey, this behaviour allows for even more time spent clicking on ads. Bear in mind that a customer who is shopping passively requires a different marketing message. A passive shopper scrolling through Instagram, for example, may respond better to an advertisement familiarizing them with your brand values or displaying inspirational content.


Africa, the land of

milk and honey

It’s time to tell a different story about Africa. Powered by more advanced tech, the informal sector holds great prospects for people in Africa and industry giants alike. There will be plenty of opportunities to build an exciting ecosystem of small- to medium-sized businesses and ‘hustle-preneurs’ alike.

Businesses in the informal sector can now access credit and carry out transactions without having to see the inside of a bank. With social media as their marketing platforms and fintech companies as their financial and business management providers, African businesses can spring up simply by posting about their product or service on a social media page.

Africa is no longer just for the future, the continent is the new growth frontier. More than 50% of Africans are under the age of 20 – there are more babies born in Nigeria in a year than in the whole of Western Europe. So make sure Africa is part of your planning in 2022!




Consumers are demanding more convenience, especially when it comes to getting meals. With the proliferation of services specialising in restaurant delivery, like Uber Eats and Bolt Food, other companies distribute meal kits with recipes and ingredients to consumers’ front doors (such as UCook). Supermarkets continue to offer a large selection of ready-to-go meal options, from pre-cut fruit-vegetable-nut packs to three-course dinners.

FMCG manufacturers are responding to the need for convenience in different ways. While a wider variety of easy-to-prepare meals that are fresher and better-tasting than their predecessors has been available for some time, there is a growing selection of new food and drink products that are conveniently packaged, all-in-one meal replacements such as Vega bars and Soylent drink powder.

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is wealth

FMCG that used to be found only in specialty health food stores have made their way into mainstream supermarkets as consumers want food and beverages that they believe will reduce harm or actively improve their health, day-to-day performance, and general well-being.

Products such as plant-based protein milk alternatives (like soy or almond drinks), lab-grown “cultured meat,” and alcohol-free “mocktails” are gaining wider acceptance and availability. Allergen-free products are also becoming more popular amongst those who don’t have allergies. For example, whereas in the past products such as gluten-free baked goods and beers appealed almost exclusively to those suffering from celiac disease, consumers who don’t suffer from a gluten allergy are gradually adopting these due to the perceived health benefits of a gluten-free diet.




Consumers are more aware of the environmental impact of their actions and those of the larger community. Globally, 55 percent of consumers are more concerned about the environment due to COVID-19, with 35 percent paying more attention to sustainability claims. As a result of the pandemic and being confined to their homes, shoppers and restaurateurs have adopted a more local mindset, forcing them to live on what is available on their doorstep.

Products labeled as “organic” and “local” have broadening appeal as does the adoption of more plant-based foods. Consumers who still choose meat, dairy, poultry, fish, etc. can also choose products that are “antibiotic-free,” “grass-fed,” “free range,” etc. And it’s not just the product itself, but how the product is packaged that will impact consumer choices as more and more consumers opt for plastic-free solutions. Messaging around sustainable improvements will help consumers make choices that are ethical ones that positively impact animal welfare, sustainability, and the environment as well as their individual health.

A growing sense of purpose in younger consumers, worldwide, and growing convictions around ‘the right thing to do’ will increasingly turn consumers into citizen-first human beings.



want an experience

FMCG manufacturers have become aware that consumers – especially Millennials and those from Generation Z – are interested in experiences as much as the actual products. Therefore, industry players are looking to create experiences around their products and encourage sharing among consumers by investing in digital capabilities to enable more personalized communication via social media and community management.

Furthermore, FMCG makers are launching more products that grab the attention of consumers, such as Coca-Cola cans with names on them, or snacks with more extreme flavors, such as hot and spicy Doritos Blaze. These products encourage consumers to share their experiences online and generate conversations with their peers to create better return on investments in marketing, not to mention a treasure trove of data to further accelerate and inform marketing efforts.

From VR, AI, and AR, there are many avenues FMCG brands can take to stay ahead of the game. Smartphones are now an extension to reality, and so brands need to find new ways to reach customers, enhance their experience, encourage engagement and offer up exciting products and ideas that align with their values. The use of data can help a brand to understand how their customers interact with them at present, and how they can utilise consumer insights to work in their favour.



is precious

Secondhand shopping and peer-to-peer marketplaces will continue to flourish as consumers seek unique, affordable and sustainable items.


Video-driven, long-term relationships

with influencers

Video is the future of influencer marketing. It goes without saying that digital video is vital for brands to inspire, engage and interact with their consumers. Over the last two years there has been a massive increase in the popularity of short-form videos. TikTok led to an explosion in the popularity of bite-sized video content, and now other social platforms are refining their video offerings such as Instagram Reels and YouTube Shorts.

We are starting to see the nature of brand-influencer relationships changing. Many consumers are becoming savvier at spotting paid influencer campaigns and have no issue with ignoring a brand or influencer that proves to be inauthentic. To be able to maintain genuine influencer partnerships, many brands are now switching from one-off campaigns to ambassador programs.

Is your business


Request a meeting with our team to start strategising for your retail needs today.