Ethiopia continues to stand out as one of Africa’s highest potential FMCG markets. With a population of around 135 million in 2025 – the second largest on the continent – and GDP growth close to 8.7%, the fundamentals remain strong.
Data from our consumer panel indicates that Ethiopian shoppers are buying more FMCG units overall, with growth visible across all socioeconomic groups, and particularly pronounced among mid and lower income households.
This increase in unit purchases raises important questions for brands, manufacturers and retailers alike:
- Does this mean shoppers are increasing volumes, adjusting pack sizes, or optimising purchasing frequency to manage their budgets?
- What is the trend for your brand’s specific categories?
- May geopolitical developments like the Middle East Conflict influence future FMCG dynamics?
To fully understand the scale of these shifts, which consumers are most affected, and how category strategies may need to adapt, deeper insight is essential. Discover how early developments in Q1 2026 are shaping consumer purchasing behaviour, based on insights from our Ethiopia consumer panel. Our local experts can support decision making with tailored, category level analysis.
To learn more or access the full report, contact our experts.
Mohammed Redwan
Senior Research Executive East Africa Worldpanel by Numerator
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