The middle class in Africa has been a focal point of economic and social transformation across the continent in recent decades. As a group of people, they also feature in the planning of air cargo managers tasked with the business of flying in the high-end products this class craves
Characterised by increased consumer spending, better education and greater political engagement, the African middle class represents both the aspirations and challenges of a rapidly developing region. While definitions of the middle class vary, most analysts focus on income levels, consumption patterns, and lifestyle choices to categorise this demographic.
The African Development Bank (AfDB) has updated its definition of the middle class, now characterising it as individuals with an annual income exceeding $3,900 in purchasing power parity (PPP) terms. This shift from the earlier daily consumption range of $2-$20 in 2010 PPP studies aims to provide a more accurate representation of individuals who have moved beyond subsistence living and are less susceptible to economic shocks.
This revised definition aligns more closely with other international standards. For instance, the World Bank classifies lower-middle-income economies as those with a Gross National Income (GNI) per capita between $1,146 and $4,515, and upper-middle-income economies between $4,516 and $14,005, based on the 2023 Atlas method.
By adopting a higher income threshold, the AfDB aims to distinguish between those who are truly middle class and the “floating class” – individuals who live just above the poverty line and remain vulnerable to economic downturns. This approach provides a clearer picture of the continent’s economic landscape, focusing on those with stable incomes and the capacity for discretionary spending. It’s important to note that definitions of the middle class can vary significantly among institutions, leading to different estimates of its size and growth. Therefore, when analysing the middle class in Africa, it is crucial to consider the specific criteria used in each study.
This broad range encompasses a lower-middle segment vulnerable to economic shocks and a more secure upper-middle class. While these income brackets may seem modest by Western standards, they represent significant purchasing power within many African economies, where the cost of living is lower.
The middle class is often characterised by improved access to education, formal employment, financial services, and consumption of non-essential goods. They are more likely to own durable goods, use private healthcare, send their children to private schools and aspire to home ownership. This class plays a critical role in shaping modern African urban economies and demand for airfreighted consumer goods.
Largest middle class population in Africa
As of the most recent data, Nigeria is believed to have the largest middle-class population in absolute numbers. With over 220 million people, Nigeria’s large and young population includes a growing urban middle class. Despite economic volatility, especially linked to oil prices and currency fluctuations, Nigeria has a substantial number of professionals, entrepreneurs, and salaried workers driving demand for consumer goods, home technology and services.
However, South Africa often tops the list when it comes to the percentage of population classified as middle class. The country’s more developed infrastructure, formal economy and historical legacy of industrialisation have created a relatively well-established and stable middle-income group. Although economic inequality remains high, South Africa’s middle class is more resilient and has higher income levels on average than those in other African countries.
Other countries with notable middle-class populations include Kenya, Ghana, Egypt and Morocco, where economic diversification, growth in services and ICT sectors, and urbanisation have fuelled income growth and consumption.
Africa’s middle class grew significantly during the early 2000s to mid-2010s, buoyed by economic growth, political stability, and a global commodity boom. This period saw an expansion of urban jobs, infrastructure investment, and increased access to finance and telecommunications. However, the pace of growth has slowed in recent years due to global economic uncertainties, inflation, pandemic-related setbacks, and regional conflicts.
Despite these headwinds, the long-term trajectory remains positive. Factors such as a youthful population, increasing digital connectivity, urbanisation, and regional trade integration through the African Continental Free Trade Area (AfCFTA) suggest that the middle class will continue to expand over the coming decades. Many Africans are transitioning from subsistence to wage-based or entrepreneurial livelihoods, enabling gradual upward mobility.
Typical income levels
The typical income for middle-class Africans varies widely by country and sub-segment. Using PPP-adjusted daily consumption as a metric, lower-middle class can earn $2 to $4 per day, middle-middle class can earn $4 to $10 per day, while upper-middle classes can earn $10 to $20+ per day.
In dollar terms, this translates roughly to $700 to $7,000 per year in disposable income. In countries like South Africa or Morocco, middle-class households might earn significantly more – up to $20,000 annually – especially in dual-income households with formal employment.
It’s important to note that many individuals considered “middle class” in Africa are economically vulnerable. A major illness, job loss, or economic downturn can easily push them back into poverty. This “floating class” represents a sizeable portion of the middle-income group, highlighting the need for more inclusive and resilient economic policies.
Demand for imported goods
As Africa’s middle class grows, so does its appetite for consumer goods—especially airfreighted imported ones perceived to offer higher quality, prestige, or innovation. The following categories are in high demand: smartphones, laptops, smart TVs and home appliances are among the most sought-after items. Brands like Samsung, Apple, Huawei, and Tecno are popular, with demand for reliable and affordable technology continuing to rise. International fashion brands attract middle-class consumers who value quality and brand recognition. Clothing, footwear, and accessories – especially from Europe, the US, and Asia – are in demand. There is growing demand for skincare, cosmetics and grooming products from global brands. Both men and women in urban centres spend more on personal appearance, aligning with global trends. While local food dominates, middle-class Africans are increasingly incorporating imported packaged food items, flown in by air, especially in urban supermarkets.
Africa’s middle class is a dynamic and evolving force, central to the continent’s socio-economic transformation. Nigeria leads in population size, while South Africa remains dominant in relative wealth and spending power. Although growth has faced recent challenges, structural trends point toward continued expansion in the long term. The middle class is increasingly global in its consumption habits, creating opportunities for international businesses that understand local preferences, price sensitivity, and digital engagement. For policymakers, the key will be to ensure inclusive growth that supports this demographic while expanding access to education, healthcare and financial stability.
