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CONSUMER TRENDS

Key consumer trends that Tanzanian CMOs need to be aligning with

By our African Marketing Confederation News Team | 2024

Report unpacks the dynamics of the Tanzanian consumer landscape, examining the latest trends, demographics and purchasing behaviours.

In Tanzania, the interplay between economic events and consumer sentiment shapes market dynamics significantly.  

 

The latest State of Consumer Report – Tanzania analysis from Kasi Insight identifies four key trends that are currently shaping consumer behaviour: ‘Prudent Prosperity’, ‘Comfy Wellbeing’, ‘Phygital Reality’ and ‘Eco Vibe’.

Shoppers at the Arusha food market in Tanzania. Photo: Hans via Flickr

These trends not only reflect the evolving consumer priorities, but also present unique opportunities for brands to engage effectively. Understanding and leveraging these trends is crucial for marketers aiming to foster meaningful connections in a rapidly changing economic climate. 

 

Writing in the latest issue of Strategic Marketing for Africa, the magazine of the African Marketing Confederation, Yannick Lefang, CEO of Kasi Insight, details some of the key takeaways for Tanzania’s CMOs: 

 

  • Adapt to Economic Sensitivities: In light of economic sensitivities, it’s crucial to optimise the value proposition of products. This includes employing tiered pricing strategies to cater to different consumer segments and emphasising features that offer genuine long-term benefits. 

 

  • Embed Health and Wellness into Company Culture and Consumer Engagement: As health and wellness become increasingly important to consumers, CMOs should ensure these values are deeply integrated into the company’s culture and consumer engagement strategies. This could involve initiating wellness programmes internally and extending this ethos to product development and marketing. 

 

  • Optimise Phygital Integration: With the blending of digital and physical spaces becoming more prevalent, there is a significant opportunity to innovate consumers’ interactions. Investing in technology that enhances the physical retail experience, such as streamlined mobile payment systems, can significantly boost consumer engagement. 

 

  • Champion sustainable practices: Sustainability is no longer just a niche market preference but a broad consumer demand. Developing products and practices that prioritise environmental responsibility can profoundly impact brand perception and consumer loyalty. This involves more than just using eco-friendly materials; it includes adopting a transparent approach in marketing, showing consumers the behind-the-scenes efforts of production, and the lifecycle impact of their purchases. 

“As Tanzanian consumer behaviours continue to evolve under the influence of economic, technological and social changes, understanding these trends is crucial for marketers aiming to succeed in this vibrant market,” Lefang writes. 

 

Find out about this consumer trends study on Tanzania, and much more, in the current Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC). Read the Digital Edition online or download it here.  

 

A Print Edition of the magazine is also available.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.