* The survey included a total of 12,575 consumers in 12 countries.
According to the source, respondents were asked whether they would be willing to pay more for a better quality product.
Citation formats
Preference for higher quality breakfast cereals and foods in African countries 2018
Nearly in every 10 consumers in Ethiopia would pay more for getting higher quality breakfast cereals and foods, according to a survey conducted in 2018. In Ghana, ** percent of respondents reported they would be willing to do the same. On the other hand, only ** percent of consumers in Morocco reported preferring quality over price regarding breakfast cereals and foods.
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BCG. (March 3, 2019). Share of consumers who would pay for higher quality breakfast cereals and foods in Africa as of 2018, by selected country [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 31, 2026, from /statistics/1270982/preference-for-higher-quality-breakfast-cereals-and-foods-in-african-countries/
BCG. "Share of consumers who would pay for higher quality breakfast cereals and foods in Africa as of 2018, by selected country." Chart. March 3, 2019. ÌÇÐÄÆƽâ°æ. Accessed July 31, 2026. /statistics/1270982/preference-for-higher-quality-breakfast-cereals-and-foods-in-african-countries/
BCG. (2019). Share of consumers who would pay for higher quality breakfast cereals and foods in Africa as of 2018, by selected country. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 31, 2026. /statistics/1270982/preference-for-higher-quality-breakfast-cereals-and-foods-in-african-countries/
BCG. "Share of Consumers Who Would Pay for Higher Quality Breakfast Cereals and Foods in Africa as of 2018, by Selected Country." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 3 Mar 2019, /statistics/1270982/preference-for-higher-quality-breakfast-cereals-and-foods-in-african-countries/
BCG, Share of consumers who would pay for higher quality breakfast cereals and foods in Africa as of 2018, by selected country ÌÇÐÄÆƽâ°æ, /statistics/1270982/preference-for-higher-quality-breakfast-cereals-and-foods-in-african-countries/ (last visited July 31, 2026)
Share of consumers who would pay for higher quality breakfast cereals and foods in Africa as of 2018, by selected country [Graph], BCG, March 3, 2019. [Online]. Available: /statistics/1270982/preference-for-higher-quality-breakfast-cereals-and-foods-in-african-countries/
