Coca Cola, Miranda Orange, Sprite Lemon first top of mind carbonated drinks in Ethiopia.
The carbonated drink industry in Ethiopia is growing with major companies setting up plants in the country. In fact, in June of 2022 Coca Cola inaugurated a hundred million dollar ‘mega factory’ a few kilometers away from the capital, Addis Ababa. There is a clear demand for carbonated drink beverages in Ethiopia with the market forecasted to reach 562.53 million USD (in retail prices) in 2025, thus increasing at a CAGR of 15.98% per annum for the period 2020-2025. Our Kasi Retail in Ethiopia – Carbonated drinks survey conducted in April 2022, amongst 521 respondents seeks to understand consumer preferences in carbonated drink brands, for both regular and diet drink types. The dataset assesses key health measures including brand usage, awareness and considerations.
Coca Cola, Miranda Orange, Sprite Lemon first top of mind carbonated drinks in Ethiopia
Coke (by Coca Cola), Miranda (by PepsiCo) and Sprite Lemon Lime (by Coca Cola) are well known and loved drinks amongst Ethiopians. When asked which carbonated drinks Ethiopians think of first, 35% of the respondents selected Coca Cola, followed by 18% who selected Miranda Orange and finally 15% who selected Sprite Lemon Lime. These three carbonated drinks are owned by well-established groups, namely Coca Cola and PepsiCo who have had a strong presence in Africa over many years. Their continuous marketing strategies in the countries have impacted their brand awareness in countries such as Ethiopia and in Africa more generally.
Coca Cola wins for most favoured brand
Coca Cola brand comes out on top as a most favoured/used brand. 29% of the respondents ranked Coca Cola as their favourite carbonated drink brand, followed by 21% selecting Sprite Lemon Lime. Miranda Orange overtakes, Fanta (by Coca Cola) with 17% of the respondents selecting this as their favourite brand. While these three drinks rank within the top three favourite brands across age-groups, the rankings differ slightly.
The top brand for Baby Boomers (35%), Millennials (34%) and Gen X (33%) was Coca Cola, while for Gen Z Sprite Lemon Lime comes out on top with 25% of the respondents in this age group selecting it as their favourite drink brand.
But Mirinda wins the brand loyalty contest
Overall, the net promoter score (NPS) for carbonate soft drinks stands at +12 in Ethiopia; and although Coca Cola ranks as a top drink amongst respondents, the brands NPS ranks below the benchmark at -6. This rating below the benchmark is a result of a high percentage of detractors (42%) and passive (22%). 7-Up Lemon ranks closer to the NPS benchmark at +8, however still falls below.
Interestingly, the Miranda brand of carbonated soft drinks makes headway with a net promoter score of +50 for their apple variation and +23 for their orange variation, demonstrating strong brand loyalty amongst Ethiopian consumers.
Our data intelligence platform has comprehensive data on Ethiopia and can provide valuable insights to help your business make fast data-driven decisions.
Contact our team today to explore how our brand intelligence can empower your decision-making process. Win with confidence with Kasi insights https://www.kasiinsight.com/thehub
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