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Understanding Consumer Snack Preferences in Nigeria and South Africa

An FMCG major wanted to understand the snacking preferences of Nigerian and South African consumers to drive their future product and marketing strategy.<br>

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Understanding Consumer Snack Preferences in Nigeria and South Africa

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  1. Understanding Consumer Snack Preferences in Nigeria and South Africa Target Group Study Type Men & women, 18+ years, consumer snacks, smartphone users Quant-Qual Geography Sample Size Nigeria and South Africa n=1000

  2. Aim of the study An FMCG major wanted to understand the snacking preferences of Nigerian and South African consumers to drive their future product and marketing strategy. © 2020 Borderless Access

  3. Research methodology We employed our in-house hybrid research solution, TAPP - a mix of traditional questionnaire-based survey and near real time digital interaction with respondents through social media & online communication platforms. As part of the survey, respondents shared a rich set of information on a dedicated online communication platform. Data in the form of images, audio and video recordings were shared by participants almost immediately after they performed an action. The same platform was also used by our moderators to get answers to questions immediately as well as to hold discussions. © 2020 Borderless Access

  4. Results of the study The study yielded interesting and useful information about snacking habits of consumers in both markets. Preferred snacks: Bitlong, chocolates, crisps and sweet jellies are popular in South Africa, while Nigerians prefer crisps, popcorn, rolls, pies, cakes, chin chin, donuts, CSDs & biscuits. When do they snack? South Africans are more likely to eat snacks post workout, when bored and simply when they feel like munching. Nigerians are likely to eat snacks for breakfast, during long travels and just for munching. Factors influencing brand choice: Brand choices in both countries are made based on packaging, marketing, pricing and new products. Purchase habits: Nigerian purchase decisions are significantly dependent on other’s likes and dislikes. South Africans have a habit of purchasing snacks in bulk. Health preference: Consumers in both countries believe they are health conscious. However, they are not picky when snacking. © 2020 Borderless Access

  5. Outcome The insights gained from the study provided the client a great deal of clarity in terms of consumers’ true preferences, choices and needs. In turn, the actionable insights helped them base their future marketing and product launches on the learnings from this study with success. Overall, the client was pleased with the outcome, which resulted in new projects. © 2020 Borderless Access

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