The Kasi Insight Beer Tracker conducts annual assessments of beer purchase drivers and market trends across more than 20 markets. This comprehensive analysis also encompasses crucial brand health metrics, including Brand Usage, Awareness, Consideration, Perceptions, and Brand Loyalty. In Mozambique, 95% of surveyed respondents revealed that they currently favor beer or lager over any other alcoholic beverage. This robust majority underscores the strong preference for beer and lager among the surveyed population.
High awareness is a step, but real success lies in securing preference and loyalty
When respondents were questioned about their awareness and usage of various beer brands, the results uncovered a fascinating interplay between brand recognition and consumer engagement. "2M" emerged as a standout in brand awareness with an impressive 93% recognition rate, underlining its widespread recognition. However, in terms of usage, "2M" registers at 52%, indicating that not all who are aware of the brand convert that awareness into consumption. Conversely, "Txilar" also enjoys strong awareness at 89%, showcasing substantial brand familiarity among respondents, but it faces a challenge in effectively converting this awareness into usage, with a rate of 37%. On the other hand, "Heineken" and "Castel Lite" share a commendable 78% awareness rate. What distinguishes them is their robust usage rates of 40% and 38%, respectively, demonstrating a significant portion of those aware of these brands actively choosing to consume them. This underscores their adeptness at converting brand awareness into consumer loyalty.
In contrast, "Budweiser" encounters a hurdle with a relatively lower awareness rate of 41%, signifying recognition among a substantial but not dominant portion of respondents. Unfortunately, its usage rate stands at only 11%, shedding light on challenges in translating awareness into actual consumption. Similarly, "Impala" grapples with limited awareness at 32% and a usage rate of 15%, implying difficulties in gaining traction among consumers even after achieving some level of recognition.
Recommendations and convenience reign supreme in buying decisions
Examining the factors that drive purchases across various demographic segments unveils a consistent pattern among the top three influencers. Overall, recommendations from friends and family emerge as the most influential factor, closely followed by the impact of being convinced by a sales promoter in a store. Interestingly, the role of someone else buying the product for them ranks consistently third across these segments. Among females, we see a parallel trend with recommendations from friends and family holding the top spot, followed by the convenience of finding the product where they shop, and the influence of someone else purchasing it for them.
Conversely, among males, the hierarchy shifts somewhat, with the availability of the product at their regular shopping locations taking precedence, followed by recommendations from friends and family, and the accessibility of the product in restaurants they frequently visit. Turning to millennials, recommendations from friends and family are pivotal, with the product's availability in their favored restaurants coming second and being convinced by a sales promoter in the store ranking third. Lastly, among Gen Z respondents, the influence of a sales promoter in the store is marked, followed by recommendations from friends and family, and the impact of someone else buying the product for them.
As brands prepare for the holiday season, they should focus on not only increasing awareness but also on strategies to convert that awareness into actual consumption
As brands gear up for the holiday season, extensive research is becoming increasingly vital. In Mozambique, beer and lager reign supreme, with a staggering 95% of respondents expressing their preference for these beverages. However, a critical takeaway is the substantial gap between brand awareness and actual usage. While certain brands like "2M" boast high awareness levels, they grapple with converting this recognition into consumer engagement.
The data underscores that recommendations from friends and family, alongside the convenience of product accessibility and the persuasive influence of sales promoters, are the linchpins of purchasing decisions across demographics. Brands looking to make a substantial impact during the holiday season should focus on strategies that not only boost awareness but also streamline accessibility, harness the power of word-of-mouth marketing, and effectively engage consumers, especially in the highly competitive Mozambican beer market.
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