Preference for higher quality chocolate in African countries 2018
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.
