Mageu category volumes suffered a loss in 2017 as the economy came under pressure. It is believed that this category is more sensitive than others to the country’s economic situation, as the target market includes lower-income, price sensitive households.
However, the category yielded growth in value from 2016 to 2017, in spite of a decline in volume during this time.
In order to bypass the suppressed economy, it is hypothesised that consumers in rural locations are making their own mageu. They are believed to be the dominant consumers of the product and during challenging times they naturally shift to cheaper alternatives.
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May 7, 2018