Around 55 percent of consumers in Ethiopia would pay more for getting coffee and tea in higher quality, according to a survey conducted in 2018. Similarly, 53 percent of respondents in Nigeria reported they would be willing to pay more for premium coffee and tea. On the other hand, only 15 percent of consumers in Uganda reported the same preference.
Share of consumers who would pay for higher quality coffee and tea in Africa as of 2018, by selected country
* 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 coffee and tea in Africa as of 2018, by selected country [Graph]. In Statista. Retrieved November 10, 2024, from https://www-statista-com.ezproxy.canberra.edu.au/statistics/1270999/preference-for-higher-quality-coffee-and-tea-in-african-countries/
BCG. "Share of consumers who would pay for higher quality coffee and tea in Africa as of 2018, by selected country." Chart. March 3, 2019. Statista. Accessed November 10, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1270999/preference-for-higher-quality-coffee-and-tea-in-african-countries/
BCG. (2019). Share of consumers who would pay for higher quality coffee and tea in Africa as of 2018, by selected country. Statista. Statista Inc.. Accessed: November 10, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1270999/preference-for-higher-quality-coffee-and-tea-in-african-countries/
BCG. "Share of Consumers Who Would Pay for Higher Quality Coffee and Tea in Africa as of 2018, by Selected Country." Statista, Statista Inc., 3 Mar 2019, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1270999/preference-for-higher-quality-coffee-and-tea-in-african-countries/
BCG, Share of consumers who would pay for higher quality coffee and tea in Africa as of 2018, by selected country Statista, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1270999/preference-for-higher-quality-coffee-and-tea-in-african-countries/ (last visited November 10, 2024)
Share of consumers who would pay for higher quality coffee and tea in Africa as of 2018, by selected country [Graph], BCG, March 3, 2019. [Online]. Available: https://www-statista-com.ezproxy.canberra.edu.au/statistics/1270999/preference-for-higher-quality-coffee-and-tea-in-african-countries/
