Appeal of multinational trumps local brands as L’Oréal tops ‘most wanted’ list in Africa

Appeal of multinational trumps local brands as L’Oréal tops ‘most wanted’ list in Africa

Multinational brands hold greater appeal for African consumers than their local counterparts, according to a report published by Business Day.

A cellphone survey of some 6,000 African consumers revealed that foreign brands have captured the hearts of shoppers by a wide margin. Just 23 percent of the 100 brands listed as the respondents’ most-admired or valued hail from Africa, with the majority of the top-ranking marques originating from the US, UK, Japan and France.

L’Oréal was the top choice in the cosmetics sphere, joining internationally renowned names such as Apple, Cadbury, Google, Coca Cola and Nike. According to Business Day, the dominance of multinationals is unsurprising, given their long presence in the market, not to mention large marketing budgets. “Foreign multinationals have also been smart about winning hearts and minds with domestic marketing campaigns and developing local product lines and packaging,” said author Dianna Games.

However, local brands are fighting back in a bid to overcome the perception that homegrown products are of lesser quality. “The continent is in a new era, driven by technology and greater continental connectedness but also a growing pride in homegrown products and role models. This is forcing African companies to up their game,” explained Games.

 

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