African Lions: the Urban Middle Class

UCT Unilever Institute of Strategic Marketing has partnered with Ipsos to uncover a mass of information about a market that makes up more than 100 million people in Sub-Saharan Africa – the Urban Middle Class.

Growing global middle class: Redefining what Premium means

Since 2001, an additional 400 million workers have joined the ranks of the middle- class. Beneath the top-line figures are significant shifts in consumption dynamics, which we have been tracking since 2005 using a combination of questionnaires and in-depth interviews to create a detailed portrait by income level, age profile, geographic location, and shopping behavior.