The Stears Consumer Readiness and Financial Inclusion Indices segment countries into ‘Emerging,’ ‘Developing,’ ‘Maturing,’ and ‘Advanced’ markets. 
This categorisation, based on a blend of income, asset ownership, and electricity access, alongside financial inclusion metrics, provides a holistic understanding of these markets.
Sub-Saharan Africa presents a multifaceted consumer market landscape, with 59% of its potential spread across 27 countries. Our analysis identifies vital countries critical to understanding SSA’s consumer dynamics. This includes countries with established consumer markets, classified as Advanced, and those poised for growth, categorised within the other economic profiles in our framework.
This report explores Stears' classification of Advanced Consumer Markets, focusing on the distinct dynamics driving South Africa and Kenya and shedding light on present and future trends.
