Ivorian households shift spending towards durable food items

The Kasi Share of Wallet survey highlights household spending priorities by examining consumer spending across various categories, income sources, expenditure patterns, and monthly purchase behaviors. In Ivory Coast, consumers are prioritizing durable food items, with a strong focus on staple grains and frozen foods. Staple grains and meat/fish dominate household budgets, reflecting consistent demand. Notably, spending on staple grains increased significantly, rising from 76% in May to 84% in September. Similarly, the allocation for meat/fish grew from 57% to 61%, underscoring the importance of these categories in household consumption.

A standout trend in September was the surge in spending on frozen foods, which rose sharply from 25% in May to 41%—a 16% increase. Canned goods also saw a notable increase in budget allocation, growing from 29% in May to 38%, a 9% rise. This indicates a growing consumer preference for convenient and long-lasting food options, likely driven by economic pressures.

Bread and rolls saw the largest spending decline in September. A decrease from 51% in May to 41%, a drop of 10 percent. Fresh produce also fell from 50% to 46%. The reduction in bread/rolls and fresh produce spent suggests a shift away from perishable, convenience-based items, possibly due to increased costs or possibly consumers opting for longer-lasting, non-perishable alternatives such as frozen foods.

Spending patterns reflect strategic allocation towards essential categories

Consumer spending patterns in Ivory Coast highlight a strategic allocation across key food categories, with staple grains commanding the highest expenditure. Nearly half (48%) of consumers spent between XOF 18,800 and XOF 30,000 on staple grains, and an additional 13% allocated between XOF 31,000 and XOF 42,500, underscoring their essential nature and relative cost.

Meat and fish followed, with 49% of consumers spending within the XOF 12,800–18,000 range, although only 3% spent above XOF 31,000. Bread and rolls, as well as snacks, showed lower expenditure, with 45% and 37% of spending, respectively, falling in the XOF 6,700–12,000 range. Fresh produce saw 38% of spending within the XOF 12,800–18,000 bracket, reflecting a moderate allocation compared to the higher spending on staple grains. This distribution demonstrates a clear prioritization of essential and durable food items in household budget.

Brands should align with Ivorian spending trends to capitalize on holiday season demand

The Kasi Share of Wallet survey reveals a strategic shift in Ivorian household spending toward durable food items like staple grains, frozen foods, and canned goods, driven by economic pressures and a focus on food security. For brands, this creates a clear opportunity to align their offerings with consumer priorities. Promoting essential products such as grains and frozen meats while emphasizing affordability and long-term value can attract budget-conscious consumers. Special holiday promotions, bundled deals, and discounts on these durable food categories can not only drive sales but also strengthen consumer loyalty during a season marked by cautious spending.

Messaging around convenience, reliability, and savings will resonate strongly with consumers seeking to maximize their household budgets. Brands in declining categories, such as bread, rolls, and fresh produce, can pivot by offering more durable or preserved alternatives or by targeting affordability to regain consumer interest. Innovating with packaging that enhances durability, such as resealable or bulk-buy options, can further appeal to cost-sensitive households. By understanding and responding to these shifting trends, brands can position themselves as indispensable partners for Ivorian households during this holiday season.

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