Futures Sport & Entertainment launches an African-based operation
Launch of Futures Africa follows its three-year appointment as Cricket South Africa’s full-service research and analytics partner.
CONSUMER BEHAVIOUR
‘Thrift and declutter’ market grows as African consumers struggle
By our African Marketing Confederation News Team | 2024
Increased reliance on secondhand goods indicates how economic challenges are reshaping consumer behaviour in West and Central Africa.
Inflation has been a persistent issue in West and Central Africa, eroding the purchasing power of consumers and making it difficult for many households to afford essential goods and services.
According to Pierrine Consulting, a Nigerian-based marketing research and strategy firm, this shift has led to a re-evaluation of purchasing habits, with more people turning to secondhand markets as a cost-effective alternative.
“The increased reliance on secondhand goods has fuelled the growth of the thrift and declutter market,” the consultancy says in a blog post.
“On the demand side, consumers are increasingly seeking out affordable options in response to economic pressures. On the supply side, the market has been bolstered by the growing trend of decluttering, where individuals sell or donate items they no longer need, contributing to a continuous flow of goods into the secondhand market.”
Photo by Bruno Silva from Pexels
Consequently, the number of thrift stores and online marketplaces has increased significantly across the region. These platforms offer a convenient way for consumers to buy and sell secondhand goods, with many leveraging social media to reach a wider audience.
“In urban centres – particularly in Nigeria, Ghana and Côte d’Ivoire – thrift stores are becoming a common feature, providing a diverse range of products to meet the needs of different consumer segments,” Pierrine Consulting states.
‘Bend-down’ markets are experiencing more shopper traffic
Informal secondhand markets, often referred to as ‘bend-down’ or ‘tokunbo’ markets, have been a staple in many African countries for decades.
However, recent economic challenges have driven more traffic to these markets as consumers seek out cheaper alternatives. These markets offer a wide variety of goods, from clothing and accessories to electronics and household items, and play a crucial role in meeting the needs of low-income consumers.
“The growth of the thrift and declutter market also aligns with broader environmental and economic benefits,” says the consultancy.
“By promoting the reuse of goods, these markets help reduce waste and support sustainable consumption practices. Additionally, they provide economic opportunities for small-scale vendors and entrepreneurs who operate in the secondhand market, contributing to local economies.”
According to Pierrine, the increased reliance on secondhand goods and the growth of the thrift and declutter market are clear indicators of how economic challenges are reshaping consumer behaviour in West and Central Africa.
As inflationary pressures continue to affect disposable incomes, consumers are turning to more affordable options, driving the expansion of the secondhand market. This trend not only reflects the resilience and adaptability of consumers in the region but also presents new opportunities for businesses and entrepreneurs to tap into a growing market segment.
You can find out more in the consultancy’s ‘The State of The African Consumer – H1 2024’ report here.
How ‘green scepticism’ reduces intention to buy sustainable products
Scepticism caused by greenwashing doesn’t promote further fact-checking. Instead, consumers disengage from all product-sustainability claims.
Memorial fellowship launched by Ghana’s marketing and ad community
D.A. Twum Jnr Fellowship promotes mentorship, hands-on learning and creative industry exposure for next generation of creative leaders.
How businesses can reduce their risk when modernising packaging
Don’t redesign packaging simply because modernisation is fashionable. Rather modernise when pack likeability has declined.
Nutella’s marketing team seizes the moment to take brand to new heights
Marketers said to be ‘over the moon’ as once-in-a-lifetime branding opportunity floats into view on Artemis II spacecraft.
Fashion and sportswear distributor Hudson Group plans to enter Kenya
Company has operated in Africa for two decades and will leverage its expertise to bring new brands to the Kenyan market.
Researchers question the legitimacy of promoting harmful products
Paper discusses how industries such as tobacco, alcohol, gambling and ultra-processed food have invested heavily in marketing strategies.
How KitKat turned a potential crisis into a public relations opportunity
When more than 400,000 of its chocolate bars were stolen, the brand didn’t go ‘formal’. Instead, it went on a clever PR offensive.
Guinea is next target in Carrefour’s rapid African expansion strategy
French-based supermarket group Carrefour will open its first supermarket in Guinea in partnership with Imperial Group in mid-April 2026.
Beer brand Guinness spotlights African Premier League fans in new campaign
As part of its English Premier League sponsorship, global beer brand Guinness has unveiled a new campaign for its Guinness Foreign Extra Stout.
Africa takes stage from raw supply to brand ownership
Insights from Helen McIntee-Carlisle on Africa’s shift from commodity supply to global brand ownership, powered by AfCFTA, trade access, and innovation.
