Sandra Beldine Otieno
September 22, 2023
According to Kasi Insight's Retail Demand Index, overall demand for food improved by 6 points. The index tracks consumer demand in over 20 African countries across various consumer-facing categories such as food, beverages, alcoholic beverages, financial products, and personal and homecare products. Using a scale ranging from +100 to -100, this index provides crucial insights into consumer behavior. A score nearing +100 indicates strong demand, reflecting active purchase intent and heightened consumer interest. Conversely, a score approaching -100 signifies diminishing demand, indicating a reduced consumer inclination to make purchases in specific categories.
The demand for food products in Angola saw an overall positive trajectory, experiencing an increase of six points from 2022 to 2023. This upward trend was primarily driven by a 37-point surge in the demand for cooking oil and a 27-point increase in the demand for frozen foods. In addition to these increases, traditional foods saw a 20-point improvement, while pasta and nuts both showed a 12-point increase in demand. Flour witnessed an 8-point rise, milk demand rose by 7 points, and meat and fish experienced a 6-point uptick. Even fresh fruits and vegetables demonstrated a modest increment of 1 point during the period.
Conversely, specific product categories saw declines in demand during this period. Spices and seasonings, for instance, recorded a 30-point decrease, while breakfast items like bread and cereals witnessed a 21-point drop. Eggs and rice also showed reduced demand by 4 and 13 points, respectively. It’s worth mentioning that during this period, demand for flour consistently remained the highest among all food products.
When examining flour demand, it’s evident that Gen Zers have the highest demand at 84, indicating a strong interest in this product among the younger generation. Gen Xers follow closely with a demand of 80, showcasing that this older demographic also favors flour. Among Millennials, the demand is 73, indicating a moderate level of interest. Interestingly, female consumers have the highest demand for flour at 78, while males exhibit slightly lower interest at 76.
Shifting the focus to cooking oil, Gen Zers once again demonstrate the highest demand, with a demand of 70. This suggests that cooking oil is particularly popular among the younger generation. Female consumers also show a strong preference for cooking oil, with a demand of 62, indicating that women have a particular interest in this product. Meanwhile, Millennials have a demand of 61 for cooking oil, which falls just slightly below the overall average. Gen X and male consumers exhibit the same demand level for cooking oil at 58, suggesting that this product is relatively consistent in its appeal across these groups.
Food brands in Angola should be attuned to the evolving preferences of consumers in the market. The surge in demand for cooking oil and frozen foods presents a strategic opportunity for brands to place emphasis on these product categories and explore avenues for diversification within them. This can be achieved through dedicated investments in product innovation and tailored marketing strategies designed to capitalize on the growing demand. Furthermore, the enduringly high demand for flour underscores its status as a staple in the Angolan diet. To maintain their competitive edge, food brands must ensure the consistent quality and availability of their flour products.
Recognizing that Gen Zers have demonstrated a marked preference for both flour and cooking oil, brands can enhance their appeal by tailoring offerings to align with this demographic’s tastes. Similarly, considering the elevated demand exhibited by female consumers for flour and cooking oil, brands should consider crafting marketing campaigns that resonate with and cater to the specific preferences and needs of women. Additionally, while certain product categories like spices and seasonings and breakfast items have experienced declining demand, brands should not overlook the potential for innovation and rejuvenation in these segments. Exploring new flavors, packaging options, or marketing strategies may open up opportunities for growth. Conducting comprehensive market research to understand the underlying factors contributing to declining demand will be instrumental in shaping effective adjustments to product lines.
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