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

  • Retail audit in DRC reveals strong regional patterns in the laundry category 

    Results from the latest retail audit in DRC / Democratic Republic of Congo, conducted by the Sagaci Research Trade team, shed light on strong regional patterns in supply chain dynamics and sourcing strategies in the country.  Indeed, the vast geography of the country, coupled with deep regional differences hindering cross-regional trade, has led to distinctive

    28/02/2024
  • Best soda brands in Africa in 2023

    Introducing the latest insights on the best soda brands in Africa in 2023 from SagaBrand, the continuous Brand Health Tracking Survey.   On a daily basis members of our online panel in Africa answer surveys related to FMCG (as well as non FMCG) consumer brands from their market.  The Sagabrand tracker covers dozens of categories including

    26/02/2024
  • The Top Banks in Kenya for Customer Satisfaction

    Are you curious to know which are the top banks in Kenya in terms of Customer Satisfaction for 2023? Customer satisfaction is a crucial metric that reflects how well a bank meets the needs and expectations of its customers, ultimately influencing customer loyalty, retention, and advocacy.   SagaBrand, the largest Brand Health Tracker in Africa, tracks

    20/02/2024
  • 2024 Mozambican Consumer Trends: Shopping Insights & Preferences

    Explore Mozambican consumer trends for 2024 leveraging our Shopper panel insights. In early February 2024, we engaged members of our online panel in Mozambique to share the contents of their actual shopping baskets. Participants scanned items and provided photos of their purchases along with receipts (when buying from modern trade outlets like supermarkets). From cooking

    19/02/2024