Evolution of Tobacco Marketing to Women in Sub-Saharan Africa

A total of 593 female respondents aged 19 to 75, with an average age of 34, were surveyed from the five countries: Nigeria (32.5%), Kenya (16.9%), South Africa (16.9%), Senegal (16.9%), and Rwanda (16.9%). For age distribution, the largest group were those aged 24-28 years (23.6%). Nearly half of the respondents (46.9%) had completed college or university education. The largest group consisted of self-employed women (29.8%), followed by non-government employees and the unemployed, both making up 17.4% of the sample.

The survey examined the prevalence of tobacco and nicotine product use among target demographics across the five countries. Overall, 28.43% of women surveyed have tried or experimented with tobacco and nicotine products, though prevalence varied widely among the countries, from 0% in Nigeria to 65% in South Africa. Senegal (21%), Kenya (34%), and Rwanda (22%) recorded notable prevalence rates (Table 1.9).