Why is Afia Juice so optimistic?
Its glass is half-full: with a 60% market share
The widely distributed Afia juice has won up to 60% of the packaged juice market, research reveals. That is a surprising three times higher than the closest competitor. It seems juice drinkers' unwillingness to distinguish between brands – 'juice is juice' – have rewarded lower price strategies. And in when it comes to lower prices, Afia wins hands down - or is it glasses up?
Coca-cola's Minute Maid is a distant second with 20%. This may reflect its higher price or its recent production bottlenecks – maybe both. In any case, Masafi, a close third with just over 10%, will hope that Minute Maid's troubles continue.
Meanwhile, Quencher satisfies 8% of the market – much lower than would be expected from such an established brand. Surely their lateness to adapt to changing tastes proved a losing approach in this fast moving segment.
All said, Afia's dominance is a good example of how the 'pack for every price range' strategy can send a brand to the top.