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Everything you need to know before launch: competitors, prices, buyers, creatives, and focus-group insights. An honest look at the market, opportunities, and pitfalls
32.7M people, 60% under 25
49% live in cities – shop online, especially in Abidjan and Bouaké
39.6% of the population has internet access. In major cities, coverage is much higher
Up to 38% of income is informal, which boosts real purchasing power
Age 45–55
Live in Abidjan or Bouaké
Income ≈ USD 640–1200 (part unofficial)
Buy in pharmacies and online
Quality matters more than price
Value natural products
Prefer French
Order via COD (cash on delivery)
57.7 years
57.9 years
55.4 years
55.2 years
47.5 years
Economic capital. High internet penetration
Second-largest city. Major commercial hub with active logistics
Large port city with a growing population
Political capital, rising demand for nutra
Marketing focused on real stories and testimonials
High-quality yet affordable products and adaptation to the target audience
Localization for Côte d’Ivoire – language, mindset, visuals
Own manufacturing, call centers, delivery
~55% earn up to XOF 500,000/month (≈ up to USD 800)
~20% – from XOF 500,000 to 750,000 (≈ USD 800–1200)
But up to 38% of income is informal. Real purchasing power is higher than it seems
Average acceptable monthly course price – XOF 10,000–25,000 (≈ USD 16–40)
For premium quality, buyers are willing to pay more – up to XOF 50,000–80,000 (≈ USD 87–140)
People choose not the cheapest option, but what works
Fun, lively content with real people
User stories: “I tried it – and it helped me”
Simple, clear words: “proven,” “helps,” “for health”
Clear explanations of what the product helps with and how it works
Colors associated with health: green, white, light blue
People audiences trust: experts, men in suits, everyday people
Core values. People appreciate when everything is explained clearly and calmly, without pressure
Appearance matters: neatly dressed people – especially in formal wear – earn more trust
Trust matters more than brand – if the ad feels right and the product is reliable, people will buy it even without knowing the label
It’s acceptable to speak about health openly, without taboos – just do it gently
French is the main language of communication. Local languages are used at home, but advertising is expected in French
Halal status isn’t crucial for everyone, but it matters to some consumers
Full oversight and quality certificates
High conversion thanks to knowledge of mindset and language
On-time delivery operating nationwide
We test, optimize, and update regularly
Social networks in Côte d’Ivoire:
where to find buyers
7.55M social media users (≈ 23.4% of the population), 44% among adults
Instagram
≈4%
Facebook
≈23.4%
YouTube
≈6.5%
TikTok
≈0.8%