Post by Sagaci Research

🥤 A carbonated soft drink isn't just a drink in Africa. For some, it's a relaxation ritual, an energy boost, or a treat. #SagaCube data shows 13% of Africans drank a #CSD yesterday, making carbonated soft drinks the 6th most consumed beverage on the continent. But why do people reach for one? Refreshment ❄️ is the clear leading driver (37%), followed by energy (23%), relaxation (22%), and indulgence (20%), each a meaningful territory for flavour and format innovation. On flavour, cola remains the favourite (22%), ahead of orange, apple, and pineapple. And despite global sugar reduction trends, 53% of consumers still prefer regular sodas, against just 30% for diet or sugar-free alternatives. This is what we explore in our latest article and report, based on responses from over 548,000 panel members across our pan-African panel in 54 African countries: ➜ Who drinks CSDs, and where in Africa ➜ The need states driving consumption, beyond refreshment ➜ What this means for flavour and format innovation Curious what surprises you most: the energy/relaxation split, or the regular vs diet gap? Full article and report download in the comments 👇🏾 #MarketResearch #ConsumerInsights #Africa #FMCG