Quality, not price, is the biggest factor influencing consumers’ choice of non-alcoholic drinks in Kenya, Nigeria and South Africa, a new survey shows.
According to the GeoPoll Annual Report on the FMCG Landscape in Africa 2026, 48 per cent of respondents cited quality as their primary consideration, making it by far the most influential purchasing factor.
Price ranked a distant second at 23 per cent, followed by brand preference at 13 per cent and convenience at 11 per cent.
Other factors accounted for three per cent of purchasing decisions, while packaging was the least influential consideration, cited by only two per cent of respondents.
The findings suggest that consumers in the three African markets place significantly greater emphasis on product quality than on price, brand, convenience or packaging when choosing non-alcoholic beverages.
