Nearly 40 percent of consumers in Ethiopia would pay more for getting higher quality chocolates and other candies, according to a survey conducted in 2018. This was the highest share recorded among the twelve African countries surveyed. In general, consumers of these markets did not value quality over price for such items. For instance, only six percent of consumers in Uganda would be willing to pay more to get higher quality chocolates and candies.
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Share of consumers who would pay for higher quality chocolate in Africa as of 2018, by selected country
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Share of consumers who would pay for higher quality chocolate in Africa as of 2018, by selected country
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* The survey included a total of 12,575 consumers in 12 countries.
According to the source, respondents were asked whether they would be willing to pay more for a better quality product.
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BCG. (March 3, 2019). Share of consumers who would pay for higher quality chocolate in Africa as of 2018, by selected country [Graph]. In Statista. Retrieved June 18, 2025, from https://www.statista.com/statistics/1270989/preference-for-higher-quality-chocolate-in-african-countries/
BCG. "Share of consumers who would pay for higher quality chocolate in Africa as of 2018, by selected country." Chart. March 3, 2019. Statista. Accessed June 18, 2025. https://www.statista.com/statistics/1270989/preference-for-higher-quality-chocolate-in-african-countries/
BCG. (2019). Share of consumers who would pay for higher quality chocolate in Africa as of 2018, by selected country. Statista. Statista Inc.. Accessed: June 18, 2025. https://www.statista.com/statistics/1270989/preference-for-higher-quality-chocolate-in-african-countries/
BCG. "Share of Consumers Who Would Pay for Higher Quality Chocolate in Africa as of 2018, by Selected Country." Statista, Statista Inc., 3 Mar 2019, https://www.statista.com/statistics/1270989/preference-for-higher-quality-chocolate-in-african-countries/
BCG, Share of consumers who would pay for higher quality chocolate in Africa as of 2018, by selected country Statista, https://www.statista.com/statistics/1270989/preference-for-higher-quality-chocolate-in-african-countries/ (last visited June 18, 2025)
Share of consumers who would pay for higher quality chocolate in Africa as of 2018, by selected country [Graph], BCG, March 3, 2019. [Online]. Available: https://www.statista.com/statistics/1270989/preference-for-higher-quality-chocolate-in-african-countries/
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