There is a need for beer brands to obtain data and insights so as to make informed decisions.
According to Kasi Insight’s Retail Demand Index, the demand for beer increased by 6 points. This incremental demand was driven mostly by Gen Zers with 15 points and Millennials with 8 points. Across gender females are consuming more of beer compared to their male counterparts. Interestingly, while all consumer segments saw an increase in beer consumption, Baby Boomers experienced a drop of two points.
Regardless of the different types of beer in the market; Lagers are widely known
When it comes to spontaneous awareness of beer brands, Castel beer takes the lead at 49% with Booster coming in second at 44% and 33 Export at 40%. Interestingly, these top beers are all pale lagers.
Across gender, females know Castel beer, Booster and Mutzig while males prefer Castel beer, Booster then 33 Export. When it comes to various age-groups; Gen Xers know Castel Beer, Doppel Munich then Mutzig, Booster and 33 Export. For Millennials Castel beer, Booster then Mutzig and 33 Export. For Gen Zers Doppel Munich comes first followed by 33 Export then Booster.
33 Export; singlehandedly driving beer consumption in Cameroon
When it comes to brands that are top priority for consumers, 33 Export comes first at 36%. It is worth noting that the brand is dominant in the market without any close competition. Booster comes in second at 9%, Chill Citron third at 8% while Kadji beer and Guinness smooth – 5%.
All consumer segments apart from Gen Zers prefer 33 Export. Gen Zers prefer Chill Citron; which is cheaper, has low alcohol content (2%), is infused with lemon extracts and very fashionable thus appealing to the younger generation of beer consumers. Additionally, the establishment of “Le Brasseur Camerounais” earlier this year may change the narrative for regular beer brands that are dominant in the country. According to Business in Cameroon, the company is expected to produce 10,000 bottles of craft beer daily. Though craft beer is pricier than regular beer its finer ingredients, extra brewing time and better taste are quite appealing to consumers.
Brand awareness does not translate to brand loyalty
Consumers are able to mention a number of brands but do not buy these brands. For example, Castel beer has an awareness of 49% while only 2% of consumers in Cameroon choose it over other beer brands. To translate consumer awareness to brand loyalty, beer brands ought to incorporate incentives or promotions so as to increase their chances of being first priority.
There is a need for beer brands to obtain data and insights so as to make informed decisions. Currently, market penetration and brand awareness is quite low. Market analysis may provide solutions to this problem and increase the numbers for beer brands.
To win big, beer brands should focus on Millennials and Gen Zers. Majority of beer consumers currently are Millennials; with more emphasis on Gen Zers, beer brands will be able to improve their market share. Gen Zers are known to like cheaper and fashionable beer, brands ought to incorporate this to leverage this target demographic.
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