What to expect in 2025?
Good morning,
As we welcome 2025, the landscape in Africa presents both opportunities and challenges for brands navigating shifting consumer sentiment. This year we are making changes and evolving from our newsletter's design and content to new data products for academia and financials. As always, we will continue to provide weekly analysis on consumer trends, economic shifts and brand successes powered by 12,000 monthly interviews across Africa and the diaspora. 2025 is shaping up to be another year full of surprises in Africa and abroad. Amidst changes and uncertainty, we are committed to bringing you the context, insights and foresight to win in the fastest growing market.
What Are We Tracking in 2025?
Each month, we interview 12,000 Africans to understand what shapes their lives and we bring you data but also insights and intelligence needed to navigate the ever changing markets of Africa. In 2025, we will continue to deliver real time, trended, pan African primary data to help decision makers.
Kasi Insight tracks important market trends to understand consumer behavior and economic changes in Africa. These include the consumer confidence tracker, which measures consumer's outlook in the economy, their personal finance and spending and job prospects, and the media consumption tracker, which looks at how people use and trust digital and traditional media. The cost of living tracker monitors how inflation affects consumers, while the retail demand and momentum tracker helps businesses plan inventory and marketing. Our annual holiday shopping tracker explores seasonal shopping trends, and the share of wallet tracker shows how people spend their money across different sectors. The sustainability and climate change tracker focuses on climate change and sustainable practices, and the consumer basket purchase tracker analyzes household spending on daily and luxury items. Contact us to find out how our trackers can support your growth in 2025
Introducing new data products in 2025
Over the years, we've have built a unique capability in Africa and the world, the largest consumer data platform of local, trended and primary data. We are excited to open our data to universities in Africa and globally with our new offering Kasi Academia. Universities and research institutions face challenges in accessing reliable data on emerging markets like Africa. Existing data sources lack granularity, timeliness, or coverage for African markets. This limits research, teaching, and student engagement with real-world global data. Last year, we signed a partnership with Strathmore University in Kenya and we have more updates to come. So stay tuned!
We will continue expanding our datasets' coverage, especially in the financial sector. Kasi Financial provides a suite of datasets, like our index of consumer confidence, curated to integrate with global financial platforms. This enables seamless access to African market insights without compromising the local nuances critical for accurate decision-making. We are already providing data to the largest financial data companies in the world, like Bloomberg and Refinitiv—we want to do more and reach pan-African financials. Contact us to find out how new products can support your growth in
Expect more engagement this year with new reports, events & partnerships
We’re excited to announce a series of upcoming events designed to inspire and inform our community. Join us for our exclusive webinars to introduce our products, new insights, workshops and demos to unpack the power of the Kasi platform in addressing the gap in real-time, pan-African data. We’re also preparing to release insightful research reports for CMOs and brand executives, packed with actionable intelligence for 2025. Additionally, save the date for our annual CEO Intel Summit, a high-profile gathering of leaders and decision-makers to discuss trends shaping Africa’s future. Stay tuned for more details!
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Our weekly intel
Africa ended 2024 with steady consumer confidence at 16 points. As 2025 begins, brands must balance cautious optimism with persistent financial pressures, leveraging tailored strategies for regional differences to navigate economic uncertainties.
Kenya’s consumer sentiment dropped sharply in 2023, hitting historic lows in 2024. As 2025 unfolds, resilience will be key, with brands needing to adapt to shifting priorities amid governance and economic challenges.
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