The West African nation of Senegal is one of the most important country in the region, bordered by Guinea-Bissau, Mali, and Mauritania and surrounds its much smaller Anglophone neighbor, Gambia. Relatively dry, its shoreline runs along the Atlantic Ocean at the Sahel’s westernmost point. Up to half of its population of 15.4 million (2016) is concentrated around Dakar and other urban areas.

WHAT ABOUT POLITICAL CONTEXTE ?

Senegal has been among Africa’s most stable countries, with three major peaceful political transitions since independence in 1960. In a presidential election held on February 24, 2019, the Senegalese people voted in President Macky Sall for a second term. Macky Sall won with 58,27% of the votes with a very high voter turnout of 66,23%. This was followed by Idrissa Seck, former prime minister (20%), Ousmane Sonko (15%), El Hadj Sall (4,07%), and Madické Niang (1,48%). Since the referendum organized in March 2016, Macky Sall will have a 5-year term compared to the 7-year term he served in 2012.

REGARDING ECONOMIC SITUATION…

Growth has been high, over 6% since 2014, and the forecast remains optimistic, particularly with   oil and gas production expected in 2022. Growth accelerated to over 7% in 2017 and is expected to remain over 6% in 2018 and in the following years. All sectors supported growth in 2018, but agriculture – due to support programs, robust external demand, and large infrastructure investments in the context of Emerging Senegal Plan (Plan Sénégal Emergent or PSE) implementation remain key drivers. Maintaining high growth in the future will require additional efforts to strengthen the efficiency of public investment and to insure the stability of the macroeconomic framework, while sustained reforms to reduce remaining structural constraints would also help boost private investment. Looking forward, growth stands to substantially accelerate when production of offshore oil and gas begins.in 2022.

Despite recent advances, additional efforts to strengthen the macro-fiscal framework would be welcome. The fiscal stance remains under pressure due to fixed domestic energy prices in a context of high international oil prices, resulting in lower revenues and higher energy subsidies. As a result, the 2018 deficit increased to 3.5% (from 3% in 2017) and payments to suppliers were delayed. For 2019, Senegal remains committed to a 3% deficit target (WAEMU’s convergence criterium), yet high commodity prices imply continued constraints on the fiscal balance. Senegal may need further efforts to increase revenues and keep public expenditure under control to reach the deficit target. Looking forward, expected oil and gas production would increase fiscal revenues beginning in 2022.

SEVERAL INTERNATIONAL BRANDS ARE PRESENT

Senegalese market is experiencing a consumer dynamic favorable to the establishment of international brands. Sectors of activity such as banking, automotive, household appliances, food industry, mobile telephony as well as mobile payment are sectors considered of high interest.

Both offline and online communication landscape is encouraging for brand strategies deploying and is experiencing considerable development with the existence of 4 airwaves broadcating TV channels and more than 15 Online TV channels. Brand communication through Social Media is also being developed with an audience base of 7.6 million Internet users and 3.4 million Facebook users in the country according to the Hootsuite 2020 report. In 2020, according to the same report, there are 800,000 Senegalese on Instagram, 590,000 users on the professional social network LinkedIn and 134,500 Twitter users.

OUR AGENCY EXPERTISE

Our experience in market research in Senegal allows us to support our partners in their qualitative and quantitative market research projects with full coverage of the country’s 12 regions. Our regional office in Senegal, based in Dakar, is managed by a Country Leader and an Operation Field Manager, whose mission is to ensure the compliance of Data Acquisition projects in the country as well as in the sub-region including countries like the Mali, Guinea Conakry, Liberia and Burkina Faso.

On the quantitative side, we have a team of 40 permanent interviewers supervised by 5 experienced supervisors, expandable according to quantitative surveys needs to more than 80 interviewers. On the qualitative side, we have a qualified team of qualitative moderators and translators, supported by a team specialized in the qualitative recruitment of participants.

We capitalized our experience both on the management of Data Aquisition projects as well as on the Full Research project including Desk Research conducted in several sectors such as Leisure, Automotive, Soft Drinks, Retailers & POS tracking, Banking, Telecom and Foods products. Our team would be delighted to accompany you for a potential immersion in the universe of the Senegalese African consumer, just email us, then we will arrange a call.

Need to get more information about Senegal, download our Senegal Desk Research report here.

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