Market Research · ECOWAS

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Coffee Market in West Africa

This confidential survey aims to better understand the habits, perceptions and expectations of coffee consumers in the ECOWAS region, with a view to launching an authentic, locally adapted brand.

~07 minutes 18 years and over Confidential

Profile

Habits

Brands

Perceptions

Step 1 of 4

Your profile

This information allows us to analyse responses by demographic and geographic segment. All data is anonymised.

Country of residence *

Age range *

Gender *

Employment status *

Education level

Place of residence *

Estimated monthly household income

This data helps us understand the accessibility of different coffee ranges.

Step 2 of 4

Consumption habits

Tell us how, when and where you consume coffee in your daily life. This helps us identify key moments and formats best suited to your lifestyle.

Do you consume coffee? *

Yes, regularly (several times a week) Yes, occasionally (1 to 3 times a month) Rarely (less than once a month) No, I don't consume any

How many cups per day (on consumption days)?

1 cup 2 – 3 cups 4 cups or more

At what time of day?

Check all that apply

Upon waking (before 9am) Mid-morning After lunch In the afternoon In the evening

Where do you most often consume your coffee?

Maximum 2 answers

At home At the office / workplace In a café / restaurant On the go (street coffee, kiosk) On campus / school

What types of coffee do you consume?

Check all that apply

Instant coffee (Nescafé, Ricoffy...) Filter coffee (percolator, French press) Espresso / capsules Coffee with milk / cappuccino / latte Iced / cold coffee Locally prepared coffee (traditional brew) Other:

Motivations & occasions

Understanding why you consume coffee — or why you don't — helps us position an offer that genuinely meets your needs and those of your community.

Why do you consume coffee?

Check your 3 main reasons

To give me energy / stay awake To focus / work For pleasure / taste Out of habit / morning ritual To socialise (with friends, colleagues) To take a break Because it's trendy / modern For dietary reasons

Do you associate coffee with a particular lifestyle?

Yes — modern / urban lifestyle Yes — professional performance Yes — local culture / tradition No, it's just a drink

If you don't (or rarely) consume coffee, why?

Check all applicable reasons

Too expensive Health concerns (palpitations, insomnia...) I don't like the taste I prefer tea Not easily available near me Religious / cultural reasons Other reason

Step 3 of 4

Brands & purchases

This section explores your market knowledge, purchasing habits and selection criteria. Essential for understanding the competitive landscape and defining a relevant positioning.

Which coffee brands do you know?

Name spontaneously, without prompting — all brands that come to mind

Which brand do you buy most often?

Where do you mainly buy your coffee?

Your primary regular purchase point

Supermarket / hypermarket Neighbourhood shop / grocery store Local market Online (e-commerce) Home delivery (mobile app) Other

How much do you spend on coffee per month?

I don't buy (gifted or consumed outside home) Less than $2 / month $2 – $5 / month $5 – $12 / month $12 – $25 / month More than $25 / month

What criteria guide your brand choice?

Rate each criterion from 1 (not important) to 5 (very important)

Criterion	1	2	3	4	5

Brand relationship

Brand loyalty, openness to new brands and local roots: this section captures your emotional and rational relationship with coffee brands.

Are you loyal to a specific coffee brand?

Yes, very loyal — I always buy the same brand Fairly loyal — but I occasionally try other brands Not very loyal — I switch based on promotions or availability Not loyal at all — I buy the cheapest brand

What would make you try a new brand?

Check all applicable answers

A promotion / price reduction A recommendation from a friend / family member Recommendation from an influencer or celebrity An attractive advertisement A free tasting Modern / attractive packaging Emphasis on African local origin An organic / fair trade / natural label

If a local brand (produced in West Africa) were available, would you buy it?

Yes, I would prefer it to international brands Yes, if quality and price are comparable Indifferent — I choose by taste No, I trust international brands more

Step 4 of 4

Media & influence

Knowing where you get information and what influences your purchases helps us choose the right communication channels and most engaging content formats for your community.

Through which channels do you discover new food products?

Check your 3 main sources

Facebook Instagram TikTok WhatsApp (groups, status) YouTube Television Radio Outdoor advertising / billboards Word of mouth In-store promotions

Do you follow influencers related to food / lifestyle?

Yes, several — it's an important source of inspiration Yes, a few Rarely No

What type of content most encourages you to buy?

Your first choice

Short video (Reels, TikTok) Testimonial / review from a friend or customer Promotion / special offer displayed Brand story / product origin Association with a local celebrity Competition or contest

Perceptions & expectations

Your frustrations and wishes are at the heart of this study. They will directly guide the choices of formulation, packaging, pricing and values for the future brand.

Satisfaction level with current offerings in your country

Not satisfied Very satisfied 5

What gaps or frustrations do you feel?

E.g.: few local varieties, prices too high, impractical packaging...

What do you expect from your ideal coffee brand?

Taste, packaging, price, values, social or environmental commitment, origin...

What image would you like the brand to convey?

Check your 3 preferences

African pride / made in Africa Modernity / innovation Premium quality / high-end Accessibility / for everyone Natural / organic / healthy Energy / performance Conviviality / sharing Youth / dynamism Sustainability / environmental responsibility

Would you be willing to pay more for an ethical coffee (fair trade, local producers, organic)?

Yes, significantly more (+20% or more) Yes, a little more (+10% approximately) No, the price must stay the same Indifferent to these criteria

Free expression

This last section is the most creative. Your words, mental images and slogan ideas are invaluable for building an authentic and resonant brand identity.

If coffee were a person, how would you describe them?

Projective question — freely describe their personality, style, age, vibe...

Which slogan(s) or message(s) would appeal most to you for a coffee brand in West Africa?

Any other comment, suggestion or information to share?

Would you be willing to be contacted for an in-depth interview (focus group or interview)?

Yes No

Contact details (email or WhatsApp phone number)

Your contact details are confidential and only used for this study.

Consent & confidentiality

I agree that my responses are collected and processed anonymously for the purpose of a market research study on coffee consumption in West Africa (ECOWAS). No personally identifiable data will be published or shared with third parties. I certify that I am 18 years of age or older and am voluntarily participating in this survey. I understand that I may withdraw my consent at any time by contacting the team responsible for the study, and that my data will then be deleted.