MAGGI AND DINOR: THE MOST WELL-KNOWN IVORIAN FOOD BRANDS
The IVORIAN BRAND OBSERVATORY, developed jointly by ADWEKNOW and FIELDPRO RESEARCH, provides information on brand awareness (TOP of MIND, aided and unaided awareness), consumption, and consumer satisfaction, as well as a preference indicator linked to brand image.
Here are some excerpts from the results on food brands, following on from the beverage sector.
In total, more than 50 food brands were studied in 13 product categories: cereals, chewing gum, chips, chocolates, tomato paste, rice and pasta, cooking aids, cheeses, oils, margarine and butter, mustard, mayonnaise and sauces, sugars, yogurts, and milk.
Spontaneous awareness (including top of mind) indicates that the brand is present in people's minds and that they are able to name it without being prompted or shown the logo.
In a competitive environment, the lower the spontaneous awareness, the greater the need to communicate.
SPONTANEOUS AWARENESS + TOP OF MIND – Men and women combined
- MAGGI Cooking aids 56%
- DINOR Oils 56%
- YOPLAIT Yogurt 49%
- LA RIZIERE RICE and pasta 47%
- ALYSSA Tomato sauces 44%
- AYA Oils 43%
- TOP CHEF Tomato sauces 38%
- BONNET ROUGE Milk 37%
- CHIPSY Chips 37%
- LA VACHE QUI RIT Cheese Spread 35%
MAGGI and DINOR occupy the top spots. They are well known to the public because they are long-established brands that continue to advertise heavily (see our analysis of how brands use television).
Most of the brands in the TOP 10 have been established in Côte d'Ivoire for a long time, with the exception of AYA, which was launched recently and nevertheless ranks high in this classification.
It should be noted that, compared to beverage brands, food brands score much lower, with MAGGI and DINOR ranking 8th in a joint ranking.
If we redo the ranking based solely on women, the absolute values change, but the hierarchy remains fairly similar to that calculated for the entire population. The only change concerns ALYSSA, which moves from 5th to 3rd place.
SPONTANEOUS AWARENESS + TOP OF MIND – Women overall
- MAGGI Cooking aids 64%
- DINOR Oils 60%
- ALYSSA Tomato Sauces 52%
- YOPLAIT Yogurt 51%
- LA RIZIERE RICE and pasta 51%
- AYA Oils 47%
- TOP CHEF Tomato Sauces 46%
- BONNET ROUGE Milk 38%
- CHIPSY Chips 38%
- LA VACHE QUI RIT Cheese Spread 37%
Some well-known brands do not appear in this ranking because they are only mentioned by the public when the brand name is suggested to them. For example, the brands NIDO CANDIA and LAITY, which only achieve 18%, 20, and 31% respectively in spontaneous recognition, all exceed 90% in total spontaneous + aided recognition and are thus among the 11 food brands (out of the 55 studied) that have achieved this maximum level of public awareness.
What actions should be taken to make these three brands as well known as Bonnet Rouge, their main competitor? This is the type of question that this study raises for brand communication and marketing managers.
The other criteria included in the study, namely brands consumed, brands appreciated, and satisfaction with consumption, are also rich in insights and are available in the complete report covering more than 100 food and beverage brands, available on request for €2,000.
Contacts:
abou.sidibe@fieldpro-research.com
Methodology
The survey was conducted from March 23 to April 1. It was carried out by 12 different interviewers and involved 501 face-to-face interviews conducted in Abidjan on the street and at home using Enketo software, in accordance with age and gender quotas.
Sixteen product categories and more than 100 brands were studied.
BEVERAGES
- MINERAL WATERS
| AKWABA |
| ASSINIE |
| AWA |
| CELESTE |
| OLGANE |
| SENSATION |
| CRISTALINE |
| RITAL |
- FRUIT JUICE
| COMPAL |
| DARCI |
| IVORIO |
| TAMPICO |
| BONJUS |
| KIMO |
| SUCCES |
| TOP JUICE |
| TOP SAHO |
- FLAVORED DRINKS AND SODA
| 4 X ENERGY |
| KABISA |
| SENTINELLE |
| XXL ENERGY |
| 7 UP |
| AMERICAN COLA |
| BUBBLE UP |
| COCA COLA |
| MIRINDA |
| NBCI |
| Orangina |
| PEPSI |
| PLANET |
| VIMTO |
| YOUKI |
- BEERS
| ASSO |
| B.B City |
| BEAUFORT |
| BOCK SOLIBRA |
| BOOSTER TEQUILA |
| CASTEL BEER |
| CHILL |
| DOPPEL MUNICH |
| FLAG |
| GOLD 5.5 |
| GUINNESS |
| HEINEKEN |
| IVOIRE |
| MUTZIG |
| NUMBER ONE |
| PRIMUS |
| TUBORG |
FOOD
| 5. CEREALS |
| BLEDINA |
| BLEDINE |
| MOYOFAI |
| TOP GARI |
| 6. CHEWING GUM |
| DUBBLE BUBBLE |
| MENTOS |
| 7. CHIPS |
| CHIPSY |
| 8. CHOCOLATE |
| CHOCO BON |
| CHOCO FUN |
| CHOCO MAX |
| 9. TOMATO CONCENTRATES |
| ALYSSA |
| TOP CHEF |
| 10. COOKING AIDS |
| AJINOMOTO |
| AMI |
| AROMATE |
| JUMBO |
| MAGGI |
| MAXI FLAVOR |
| 11. CHEESE |
| La Vache qui Rit |
| MILKANA |
| 12. OILS |
| AYA |
| DINOR |
| 13. MARGARINES & BUTTERS |
| AYA |
| BLUE BAND |
| CALVE |
| DELICIA |
| RAMA |
| 14. MUSTARD, MAYONNAISE, KETCHUP, AND SAUCES |
| AROMATE |
| BAMA |
| CALVE |
| DOLSI
15. RICE AND PASTA |
| DAIBON |
| DINOR |
| LA RIZIERE |
| NANGO |
| UNCLE SAM |
| PANZANI |
| 16. SUGARS |
| PRINCESSE TATIE |
| SUCAF |
| SUCRIVOIRE |
| 17. YOGURTS AND MILK |
| CREMOR |
| Elle & Vire |
| EUROLAIT |
| MILKANA |
| VIGOR |
| YOPLAIT |
| BONNET ROUGE |
| BLUE HAT |
| CANDIA |
| LAITY |
| LEADER MILK |
| LP |
| NIDO |
| MILKANA |