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- In Mozambique, 95% of drinkers prefer beer to any other alcoholic drinks, new research says.
- Although it is heavily marketed Budweiser is not a favourite.
- 2M is the most widely consumed beer, while Castle Light and Heineken featured highly.
An overwhelming majority of Mozambicans prefer beer to any other alcoholic beverage, according to the latest report by Kasi Insight, a Kenyan market research think tank.
But not all beers.
The Kasi Insight Beer Tracker, an annual assessment of beer purchase drivers and market trends across more than 20 markets, found AB InBev Group's 2M beer was the most prominent on the market in Mozambique by far.
Drinking does not quite match reputation, though.
"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," the report said.
The second most recognisable beer, it added, was another local brand, Txilar, at 89% brand awareness, and 37% of respondents as drinkers.
Other beers that are visible on the market are
Heineken and Castle Lite, which both share a "commendable 78% awareness
rate".
Both beers fall behind 2M in terms of consumption
levels, registering at 40 and 38%, respectively.
Budweiser, an American-style pale lager that is heavily marketed globally, is prominent in neither awareness nor consumption in Mozambique.
"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%," said the report.
In terms of recognition, Budweiser came in behind not only 2M, Txilar, Castle Lite, and Heineken but also Dourada, Laurentina Preta, Corona, and Manica.
In terms of preferred consumption, Budweiser was also behind the lesser-known Impala.
The News24 Africa Desk is supported by the Hanns Seidel Foundation. The stories produced through the Africa Desk and the opinions and statements that may be contained herein do not reflect those of the Hanns Seidel Foundation.
