Market research in Ethiopia

Ethiopia is one of the continent’s fastest growing economies, in great part thanks to its large population and strong international trade network. From 2006 to 2016, the GDP sustained growth between 8 and 11%, mainly driven by large investment projects in infrastructure and progress in the agricultural and service sectors.

market research in angola
market research in ethiopia

About Ethiopia

Ethiopia is home to a mixed market economy, with a very large public sector. However, the country is moving towards the privatization of some key government-owned enterprises. Government-owned companies operate across fields from telecommunications, transportation, and banking. Most of the population is distributed among the highlands in and around the capital of Addis Ababa. The city is both the economic and geographic centre of the country. The country is also home to the second-largest population in Africa.

Why conduct market research

The country has managed to foster strong ties to China, allowing for trade and an inflow of capital in the form of FDI. Development in the country has caused a sharp increase in demand for consumer goods. 

Thanks to its geographical location, and the liberalization of its aviation industry, Ethiopia and Addis Ababa has recently become a local hub in transport for the Horn of Africa and beyond.

Ethiopia is becoming increasingly attractive as a market for businesses. It has a strong record in sustained growth and poverty reduction, with the ongoing liberalization of key sectors. Its geographical location makes its market attractive as it links the Middle East and Eurasia to Sub-Saharan Africa. As infrastructure investment comes to fruition, your business can leverage an early and effective strategy to maximize its potential in the emerging market.

Representative market data

Market research is key in allowing you to effectively implement your strategy. However, conducting a research program in Ethiopia can prove difficult due to ongoing tensions in the north of the country. However, we at Sagaci Research are able to provide accurate and representative data in very short time frames. Here are some of the services we can provide you with:

Market research methods in Ethiopia

Online Panel

An online panel across Ethiopia available for your needs. Receive access to our online panel and get answers to your questions from your target demographic in an incredible turnaround time. Learn more here.

SagaBrand

SagaBrand is your best way of tracking brand health in Ethiopia. Measured over many KPIs, your reports are continuously updated, to best inform your decision-making. Learn more here

SagaCube

Choose a category from a list of over 140, and get regular in-depth reports about your target consumers in Ethiopia. You can track the consumption habits of different demographics and regions or cities in each category. Gain access here. 

SagaTracker

Measure your brand’s performance in the retail channels of Ethiopia. Learn about and evaluate your performance across the distribution channels of Ethiopia. Contact us here.

More about syndicated research in Ethiopia

  • Best quality supermarkets in Egypt: Carrefour leads the way

    Wondering which are the top supermarkets in Egypt in terms of Quality according to consumers? Thanks to our monthly Brand Health Tracker SagaBrand survey, we can easily answer that. Read on to discover the feedback from our online panel in Egypt and the ranking of the best supermarkets in Egypt in October 2022. Ranking of

    29/11/2022
  • Who is the Yogurt consumer in Nigeria?

    Drinking yogurt in Nigeria Who is the Yogurt consumer in Nigeria and why is it important to find out? Because this is a booming category in the West African country and for several reasons. Indeed, the demand for nutrient-rich beverages such as drinking yogurt is driven by rising consumer health consciousness, improving consumer living standards,

    24/11/2022
  • Pizza Hut vs Domino’s – Which is Africa’s favourite pizza?

    Pizza Hut vs Domino’s Pizza, an interesting battle to watch as both brands have dominated the global pizza market for many years. They each operate about 18,000 stores worldwide including some on the African continent. In this context of fierce competition, we asked our pan-African online research panel SagaPoll which of the two chains they

    18/11/2022
  • Favourite chocolate in Egypt – How the brand ranking evolved this year

    Among milk, dark and white chocolate, everyone has their own go-to favourite. This article is looking at what are consumers’ favourite chocolate in Egypt, in terms of type of chocolate but also brands. Leveraging our SagaPoll online research panel in Egypt and SagaBrand, the continuous brand health tracking survey in Africa, we are able to

    03/11/2022