Food and beverages, along with telecommunications, are two key sectors for communication and the economy in Côte d'Ivoire.
In March 2023, as in March 2022, these three sectors ranked first, second, and third among brands investing in TV, according to the Omedia Institute, which tracks television advertising investments.
TOP 3 SECTORS IN TV ADVERTISING
Unlike telecommunications, where media investments are made by a very small number of brands that advertise heavily, the food and non-alcoholic beverages sector includes dozens of brands, some of which do not advertise or advertise very little, and a few brands that are omnipresent on TV, in billboards, and on the radio.
These communication strategies have an impact on brand awareness, but also on the image they project and whether or not they are consumed. People do not consume a brand they do not know or have a negative image of. It is impossible to be known and appreciated in a competitive environment without communicating. Conversely, we tend to consume brands that we have heard of or that we know and like.
This is why ADWEKNOW and FIELDPRO RESEARCH launched the Ivorian Brand Observatory, which provides unique information on brand awareness, consumer appreciation, brand consumption, and satisfaction. Seventeen product categories and more than 100 brands were analyzed.
After beverages and food, we are now publishing the information compiled on the entire Food + Beverages sector.
The best-known brands (spontaneous awareness + TOP of MIND):
- CÉLESTE MINERAL WATERS 94%
- BOCK BEERS 79%
- IVORIO FRUIT JUICES 76%
- AWA MINERAL WATER 74%
- COCA COLA SOFT DRINKS 68%
- OLGANE MINERAL WATER 68%
- BEAUFORT BEERS 59%
- ORANGINA SOFT DRINKS 56%
- MAGGI COOKING AIDS 56%
- DINOR OILS 56%
Beverage brands are by far the best known, occupying the top eight spots. Only two food brands, MAGGI and DINOR, appear in the top ten, with lower levels of spontaneous awareness.
Of course, when we look at total awareness (top of mind + spontaneous + aided), all of these brands exceed 90% and are joined by many other brands.
Every Ivorian knows a large number of brands, provided they are reminded of the names.
THE MOST POPULAR BRANDS AMONG IVORIANS
- BONNET ROUGE MILK 98%
- DINOR. OIL 98%
- YOPLAIY YOGURTS 96%
- CÉLESTE MINERAL WATER 95%
- MAGGI COOKING AIDS 95%
- ORANGINA SOFT DRINKS 95%
- LA RIZIERE RICE 94%
- NIDO MILK 94%
- SUCRIVOIRE SUGAR 93%
- LAITY MILK 91%
The brands most appreciated by Ivorians are not necessarily those with the highest spontaneous awareness.
Based on this criterion, food brands come out on top, with only CELESTE and ORANGINA appearing among Ivorians' ten favorite brands.
Another interesting indicator is the level of high satisfaction with brands.
The survey asks people who consume the brand whether they are very satisfied, somewhat satisfied, neither satisfied nor dissatisfied, somewhat dissatisfied, or very dissatisfied with the product they consume.
Fifteen food and beverage brands have very high satisfaction rates among their own consumers, exceeding 55%.
% VERY HIGH SATISFACTION
- CÉLESTE MINERAL WATERS 76%
- ORANGINA SOFT DRINKS 71%
- DINOR OILS 64%
- YOUKI FRUIT JUICES 64%
- BONNET ROUGE MILK 64%
- LA RIZIERE RICE 62%
- BEAUFORT BEERS 60%
- UNCLE SAM RICE 59%
- YOPLAIT YOGHURTS 59%
- COCA COLA SOFT DRINKS 58%
- BOCK BEERS 58%
- LA VACHE QUI RIT CHEESE 58%
- OLGANE MINERAL WATERS 57%
- CHILL BEER 55%
- MAGGI COOKING AIDS 55%
Methodology
The survey was conducted between March 23 and April 1. It was carried out by 12 different interviewers and involved 501 face-to-face interviews conducted in Abidjan, both on the street and in people's homes, using Enketo software and respecting age and gender quotas.
Seventeen product categories and more than 100 brands were studied.
The full results are available on request at a price of €2,000 excluding tax.
Contacts: rene@adweknow.com – abou.sidibe@fieldpro-research.com