Advertising and marketing in Mauritius

Marketing opportunities

Consumer Profile

The Republic of Mauritius has a population of around 1,3 million people, with a GDP per capita (PPP) of USD 25,372, among the highest in Africa (IMF). The World Bank classifies the country as an upper-middle-income economy. Although Mauritius's GNI has increased, there is increasing income inequality in the country (between 2001 and 2015, the gap between the incomes of the poorest and the richest 10% of households increased by 37%, according to the World Bank).
Mauritius has a relatively young population: the median age is 36.3 years, with people between 0-14 years old accounting for almost one-fifth of the total population. Other age groups are as follows: 15-24 years 14.06%, 25-54 years 43.11%, 55-64 years 12.31%, 65 years and over 11.08% (CIA Factbook).
Population density is one of the highest in the world and 40.9% of Mauritians live in urban areas, especially in the capital Port Louis.
Several ethnic groups are present in the country, which is also religiously diverse: almost half of the population is Hinduist, followed by Christians (32.7%, of which 83% are Catholics), Muslims (17.3%), and other religions.

Consumer Behaviour

Mauritian consumers are open to foreign brands, with effective advertising, competitive pricing, prompt delivery, and reliable after-sales servicing all being important factors for success in the Mauritian market.
Due to the diversity of its population, companies should consider local cultural and religious preferences when developing a marketing strategy. For example, most Hindus (representing half of the total population) do not eat beef or pork, while provision should be made for halal processing to cater to the Muslim community.
Cash is the most common mean of payment; however, debit/credit card payments are becoming more common, gradually replacing cash payments in malls, supermarkets, and restaurants. According to official figures, the level of household debt jumped 15.2% between December 2021 and December 2022. Out of 10 loans taken out by households, seven relate to mortgages. Conversely, the savings ratio to gross domestic product has fallen significantly, from 20% in 2008-2009 to around 10% in 2022.
In recent years, Mauritian consumers are becoming increasingly reactive to environmental problems, although it does not always translate into changes in buying habits.

Consumers Associations

Association des Consommateurs del'Ille Maurice (ACIM)
Consumer Affairs Unit

Main Advertising Agencies

Circus Advertising
Beyond Communications
Gung Ho
TCA