The Opportunity Market Overview
Informal trade forms a pillar of the township economy and job creation, 18% of working citizens work in the informal sector, accounting for 18% of South Africa’s GDP. A valuable consumer segment for many brands and advertisers.
The informal trade provides unique opportunities for a range of brands and advertisers through the tremendous spending power and large market coverage, made up of as many as 200 000 spaza shops, wholesalers and hawkers.
‘Kasinomics’ cover diverse sectors ranging from food, beverage, beauty, and hospitality, boasting compelling figures. A key consideration for brands and advertisers is that the informal sector mirrors the formal economy.
The Size of the Market
AT LEAST 54% OF SA’s POPULATION FALL into the main market segment.
With an estimated 13 million shoppers in the independent and informal retail sector.
Connecting brands with a large consumer segment nationally by delivering relevant messages in proximity to where they live and shop.
1 MONTH PERIOD | |
Reach | 15 538 150 |
Reach % | 62.99% |
Impacts | 933 604 064 |
Frequency | 60 |
GRPs | 3 785 |
44 major Townships across SA
Estimated 2020 population of 10,3 M people
(Adult residents)
71% of Township residents live in the
3 main provinces.
Gauteng Townships make up 48% of all
Township residents, across 21 townships.