The IVORIAN BRAND OBSERVATORY, developed jointly by ADWEKNOW and FIELDPRO RESEARCH, provides information on brand awareness (TOP of MIND, aided and unaided awareness), consumption, consumer satisfaction, and a preference indicator linked to brand image.
EXCERPTS FROM THE BRAND OBSERVATORY – BEVERAGE SECTOR
1/ SPONTANEOUS AWARENESS OF BEVERAGE BRANDS
Céleste mineral water ranks first: it is known by almost all respondents without the need to mention the brand name. It is also the brand most often cited in TOP of MIND: 55% of respondents spontaneously mention Céleste when asked "which brands of mineral water do you know?"
No other brand in any beverage category achieves this level of TOP of MIND awareness: Bock scores 41% and Coca Cola comes in third with 33%.
When we look at total spontaneous awareness, i.e., TOP of MIND awareness + spontaneous awareness, the TOP 10 changes somewhat: several brands fall between Bock and Coca Cola, which drops to fifth
place behind IVORIO fruit juices and AWA mineral water, as shown in the table above.
Another way of measuring brand awareness is to ask respondents if they are familiar with a brand from a list provided to them: this is known as aided awareness. If we look at total awareness (top of mind + spontaneous + aided), we see that 16 beverage brands are known by almost the entire population and exceed 90% total awareness.
ASSINIE, AWA, CELESTE, and OLGANE mineral waters
TAMPICO fruit juices and COCA COLA, ORANGINA, PLANET, and YOUKI sodas
BEAUFORT, BOCK, CHILL, DOPPEL MUNICH, GUINNESS, HEINEKEN, and IVOIRE beers.
2/ THE MOST CONSUMED BEVERAGE BRANDS BY IVORIANS
Three brands stand out, consumed by almost the entire population: CELESTE, ORANGINA, and COCA COLA.
To complete the information on consumption, we asked respondents how satisfied they were with the brand they consumed.
The level of very high satisfaction among consumers of these brands varies greatly and changes the brand hierarchy.
3/ THE MOST POPULAR BEVERAGE BRANDS AMONG IVORIANS
It is possible to know a brand and not like it, or not consume a brand and still appreciate it: our appreciation of a brand does not depend on its reputation or whether we consume it, but on the image it conveys to us. It is an indicator of preference that allows us to compare brands from very different sectors.
Based on this criterion, Céleste retains its top spot: not only do 94% of those surveyed know the brand, but 95% of them also like the Céleste brand.
On the other hand, lesser-known brands appear in the TOP 10: YOUKI, PLANET, and DARCI are among the most popular brands in Côte d'Ivoire, even though they are not as well known: those who know them particularly like them.
The Brand Observatory has all the information on all beverage brands (51 brands in total), which can be analyzed across the entire population, but also by gender and age. The full report will be available for subscription in the coming days. The fieldwork was carried out from March 23 to April 1 among 501 people representative of the population of Abidjan and focused on the beverage sector (beer, fruit juice, soda, mineral water, etc.).