The Ask Africa ICON brands survey has listed Koo Baked Beans as the most-loved brand in the country, with Nokia and MTN two of the most popular tech products in South Africa.
Koo Baked Beans’ number one spot was a first for the brand, which started in third position in 2010.
Huletts Sugar came second, All Gold Tomato sauce third, Coca Cola fourth, and McCain Frozen Chips and Potato Products fifth.
“The local retail environment is becoming increasingly challenging – according to StatsSA, retail sales in May 2015 grew by 2.4% year-on-year, which is below expectations,” said Ask Afrika.
“The average South African household spends 12.8% of their income on food and non-alcoholic beverages. This in combination with spending on housing, water, and electricity totals nearly 50% of the entire household spend.”
As a result of tougher economic conditions, Ask Afrika noted that its Icon Brands survey revealed brand loyalty was on a downward trajectory this year.
“(This was) largely because consumers consume brands they are loyal to less frequently due to economic and lifestyle pressures.”
The ICON results are based on a nationally-representative random sample of 15,690 consumers who were surveyed by Ask Afrika, representing over 23.3 million adult South African consumers.
The data was weighted using Statistics South Africa’s mid-year population estimates and audited by BDO and Dr Ariana Neethling.
In 2014’s survey, 34 South African brands made it across the ranking threshold – this year, only 28 brands made the cut.
The food product category dominates the 2015 top 10, but the list saw newcomers in Bostik in seventh place, up from 14th position in 2014, as well as Mugg & Bean in 10th position, having achieved 11th place last year.
South Africans showed their love for consumables in 2015, with Drinks the leading industry category, followed by Restaurants and Fast Foods.
Overall top 20 brands
| # | Brand | Category |
|---|---|---|
| 1 | Koo Baked Beans | Tinned food |
| 2 | Huletts Sugar | Sugar and sweeteners |
| 3 | All Gold Tomato Sauce | Condiments and sauces |
| 4 | Coca Cola | Non-alcoholic beverages |
| 5 | McCain | Frozen potato products |
| 6 | Albany | Bread |
| 7 | Bostik | Adhesives |
| 8 | Nokia | Cellphone brands |
| 9 | KFC | Fast food |
| 10 | Mugg & Bean | Coffee / sandwich bars |
| 11 | Robertson’s | Herbs and spices |
| 12 | Colgate | Toothpaste |
| 13 | Black Cat Peanut Butter | Spreads |
| 14 | Duracell Batteries | Batteries |
| 15 | Sunlight washing liquid | Dishwashing detergents |
| 16 | JC Le Roux sparkling wine | Alcoholic drinks (Wine) |
| 17 | Gillette | Razors (electric) |
| 18 | Nulaid | Eggs |
| 19 | Nestle Cerelac | Baby food |
| 20 | MTN | Telecommunications |
In terms of category winners, there were winners in over 160 categories covered by Ask Afrika, including South Afirca’s most popular beer (Castle Lite), filling station (Engen), courier service (Postnet), and condom brand (Lover’s Plus).
Below are South Africa’s favourite tech, entertainment, and banking/financial brands.
| Category | Brand |
|---|---|
| Banking | Absa |
| Cellphone | Nokia |
| Cinema | Ster Kinekor |
| Gaming Console | Sony PlayStation |
| Internet Service Provider | Vodacom |
| Long-term insurer | Old Mutual |
| Motor vehicle | Toyota |
| PC | Acer |
| Short-term insurer | AA |
| Tablets | Samsung |
| Telecommunications | MTN |
| TVs | LG |
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