How to market to Angolan consumers

With a population of 19m, Angola offers great promise and opportunity for launching new products.

Its high GDP per capita and its young urban population are critical factors for growth. Nielsen Emerging Market Insights research found that three consumer segments account for 77% of Angolan survey respondents: Trendy Aspirants, Evolving Juniors and Balanced Seniors.
According to the study, Trendy Aspirants, who make up 39% of the 77%, are opinion leaders on technology and gadgets and are open to impulse buying. This group offers good opportunities for brand growth.
Evolving Juniors, 21% of respondents, is made up of teenage students. This group is brand loyal, while also being interested in trying new products. Actively interacting with this group to drive familiarity can establish effective market position as these consumers mature into adults.

Balanced Seniors is the smallest group of the respondents at 17%. This group is made up of middle-aged householders who have low brand loyalty and are also willing to try new brands on condition that the products are affordable.

According to Ailsa Wingfield, Nielsen’s Africa marketing strategy lead, joint families are more common in Angola than in other sub-Saharan African countries surveyed, and spending time with family is the most predominant attitude. Therefore, marketing themes focused on family will have a stronger appeal with Angolan consumers. Angolan respondents also believe in the importance of a woman’s opinion especially in household matters. Advertisements that portray women as decision-makers may also strike a chord with Angolans.

Buying behaviour
Food and grocery purchases account for almost half of monthly household spending among survey respondents. Beverages, dairy products and cooking aids are the most popular food categories.
Led by basic oral care and skin care products, the personal care category accounts for a tenth of monthly household spending and has higher penetration compared to household products.
45% of survey respondents shop at cantinas/general stores, while 40% shop at supermarkets and/or mini markets.
Wingfield says that although familiarity and brand loyalty are key purchase considerations, survey respondents, especially Evolving Juniors and Balanced Seniors, are keen to try new products. Beverages, driven primarily by iced tea, stand out as a high opportunity area.

Media usage
Among those surveyed, virtually every urban home has a colour TV, making it the most popular medium in Angola. Radio follows closely behind TV. Government-owned TV and radio stations are very popular and football is the preferred content.
Virtually all survey respondents use a mobile phone, making it a platform as widespread as TV and the radio. However, she explains that it is typically used for basic services like text messaging, limiting its use as an advertising medium.
Survey results indicate that eight out of 10 household heads have completed secondary school and/or beyond, leading to high print media penetration in Angola. “Both print (78%) and online (44%) penetration among Angolan survey respondents are almost twice that recorded in other sub-Saharan countries surveyed – 46% and 25% respectively,” Wingfield states.

To successfully launch new products in Angola, she says that marketers need to understand not just the dominant and affluent Trendy Aspirants, but also the needs and desires of all segments in Angola. Angolans are very family-oriented and using this theme in communication will help drive consumer engagement.
To reach media-savvy Angolans, Wingfield recommends a media mix strategy that includes TV, radio and print. “Most importantly, you need to build brand loyalty and familiarity to gain and retain Angolan customers.”
Wingfield: Tel +254 20 444 0293;