Case Study: Consumer Preference Study on Mineral Water Brands in CameroonConsumers and Mineral Water
Client
FMCGs DistributorLocation
South AfricaDate
23/12/2021Website
HOP_Investments.comClient Background
A regional FMCG distributor planning to expand its beverage portfolio engaged WS Market Research Firm to understand how Cameroonian consumers choose mineral water brands. With increasing competition from both local and imported products, the client wanted to know:
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Do consumers buy any mineral water brand available?
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Or do they actively seek out their preferred brand—even if it means going to another shop?
To answer these questions, our team conducted a structured online survey and behavioral assessment over a 10-week period.
Objectives of the Study
The project aimed to:
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Identify the most preferred mineral water brands among Cameroonian consumers.
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Determine the level of brand loyalty in the mineral water segment.
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Understand purchase behaviors in situations of brand availability and scarcity.
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Explore consumer perceptions of quality, taste, safety, and packaging.
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Assess whether consumers would switch brands or visit multiple shops to get their preferred water.
Methodology
1. Online Survey (10-Week Duration)
We administered a nationwide online survey targeting urban and semi-urban consumers in:
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Douala
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Yaoundé
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Buea
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Bamenda
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Bafoussam
Sample Size: 1,150 respondents
Age Range: 18–55
Respondents: students, workers, entrepreneurs, parents, and general consumers
2. Brand List Provided to Respondents
Participants were asked to choose or rank their preferences from a list of common mineral water brands in Cameroon, including:
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Supermont
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Tangui
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Vital
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Opur
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Madiba
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UB Spring
- Palfic
3. Behavioral Questions & Hypothetical Scenarios
Respondents answered situational questions such as:
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“If your preferred brand is unavailable, what would you do?”
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“Do you check multiple shops before settling on another brand?”
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“Which factors matter most when choosing water: price, taste, packaging, trust, or availability?”
4. Quality Perception Assessment
We evaluated perceptions of:
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Water purity
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Taste
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Packaging quality
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Brand trust
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Public reputation
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Price fairness
.
Key Findings
1. Strong Brand Loyalty Exists in the Mineral Water Market
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64% of respondents said they have one preferred brand they consistently buy.
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41% said they would visit at least one more shop if their preferred brand is unavailable.
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23% said they would change shops repeatedly until they find their preferred brand.
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Only 19% said they buy “any available brand.”
This indicates high brand loyalty driven by perceived safety and trust.
2. Top Reasons for Brand Preference
Respondents highlighted several priority factors:
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Perceived water purity and safety (65%)
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Consistent taste (52%)
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Brand trust or reputation (49%)
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Packaging quality (37%)
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Price (only 29%)
Consumers are willing to pay more for brands they trust.
3. Most Preferred Brands Identified
Ranked by popularity:
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Supermont
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Tangui
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Opur
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Vitel
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Madiba
These brands dominate loyalty and trust indicators.
4. Switching Behavior
When forced to switch due to unavailability:
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52% will choose a brand they consider “safe enough.”
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29% said they “never switch unless absolutely necessary.”
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19% are willing to try new brands occasionally.
This suggests opportunities for new brands to compete, but trust-building is critical.
5. Retail Implications
Respondents reported:
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Shops that consistently stock preferred brands receive repeat visits.
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Retailers lose customers when popular water brands are missing.
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Supermarkets and mini-markets with wide brand options attract more buyers.
Recommendations for the Client
1. Position Around Safety & Trust
Highlight certifications, quality control, and purity claims prominently on packaging and advertising.
2. Ensure Consistent Availability
Work with distributors to guarantee continuous stock in major urban centers.
3. Use Taste & Quality Messaging
Consumers care deeply about flavor consistency—embed this in marketing messages.
4. Build a Loyalty Ecosystem
Create incentives to encourage repeat purchases:
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Promo codes
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Loyalty cards
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Partnerships with supermarkets
5. Target Retail Hotspots
Focus distribution efforts on:
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High-traffic mini markets
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University zones
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Offices/business districts
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Main roads in Douala and Yaoundé
Client Outcome
Using our findings, the client:
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Adjusted its product positioning around “purity and trust.”
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Created a new distribution plan to increase availability in key urban areas.
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Designed a promotional campaign focusing on health-conscious messaging.
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Started product tests in 12 supermarkets in Douala and Yaoundé.
The research provided clear direction for entering the highly competitive bottled water market with confidence.