- 10/09/2024
- Posted by: Janick Pettit
- Categories: Consumer Goods / FMCG, Dairy, Dry food, Financial Services, FinTech, Foodservice, Insurance, Non-alcoholic beverages, Online Panels, Retail, SagaBrand, Supermarkets
Using insights from our SagaBrand online brand tracker, we identified the top brands in Africa in 2024 (Q1 & Q2) based on consumer recommendation. This year’s African brand rankings showcase the most trusted and highly recommended brands across a range of categories, highlighting consumer loyalty and preferences.
Top recommended brands in Africa
Leading the pack is Bama, securing the top spot in the mayonnaise category with a 94% recommendation rate. Close contenders include Fruticana (juice concentrate from Zambia) and Wave (financial services from West Africa), both earning a 92% recommendation. These brands are recognized as some of the most recommended brands in Africa for 2024.
Other highly recommended brands include Parmalat (yoghurt), Prudential Assurance (insurance), and Compal (juice concentrates). Each have a strong 91% recommendation rate. Crosse & Blackwell (table sauces) and M-PESA (financial services in East Africa) also stand out with an impressive 90% achievement.
Further down the list, Nutri-C follows closely with a 90% recommendation, while Kellogg’s and Yoplait both score 89% for their breakfast cereals and yoghurt offerings. African supermarket leaders Naivas and Shoprite, alongside Nido (powdered milk) and KFC (foodservice), each earned a solid 88% recommendation.
Ranking of the top brands in Africa
Here is the full ranking based on the online tracker SagaBrand from H1 2024 (Q1 & Q2):
| Brands | Category | Recommendation rate |
| 1. Bama | Mayonnaise | 94% |
| 2. Fruticana | Powdered & Liquid Juice Concentrates | 92% |
| 3. Wave | Financial Services | 92% |
| 4. Parmalat | Yoghurt | 91% |
| 5. Prudential Assurance | Insurance | 91% |
| 6. Compal | Powdered & Liquid Juice Concentrates | 91% |
| 7. Crosse & Blackwell | Table Sauces | 90% |
| 8. M-PESA | Financial Services | 90% |
| 9. Nutri-C | Powdered & Liquid Juice Concentrates | 90% |
| 10. Kellogg’s | Breakfast Cereals | 89% |
| 11. Yoplait | Yoghurt | 89% |
| 12. Naivas | Supermarkets | 88% |
| 13. Nido | Powder Milk | 88% |
| 14. Shoprite | Supermarkets | 88% |
| 15. KFC | Foodservice | 88% |
This African brand ranking highlights the most trusted brands and showcases African consumer loyalty driving brand success across the continent in 2024.
Want to know more about the African consumer market?
SagaBrand tracks thousands of African brands daily across various sectors including FMCG, financial services, e-commerce, etc. We make sure to share insights on these regularly. For example, we recently published articles about the top 20 FMCG brands in Senegal or the top banks in Nigeria for customer satisfaction. These publications give a quick overview into the top-ranked brands in Africa.
If you would like to explore brand loyalty in Africa, in a specific country and category, our extensive database from our online panel in Africa can certainly give you some useful information.
To engage with us, please send an email to contact@sagaciresearch.com or click below.
Methodology
SagaBrand, the largest online brand tracker tool in Africa.
Question: Which brands below would you RECOMMEND to a friend?
Base: Respondents who have ever purchased the brand. Mini base: n = 220
Population: Adult above 18 across 27 African countries
Period: H1 2024 (Q1 & Q2)