Traditional outlets still rule in Zimbabwe

Supermarket chains have some way to go before changing the buying habits of Zimbabwean consumers, according to the Zimbabwe All Media Products Survey (ZAMPS) for the fourth quarter of 2010 commissioned by the Zimbabwe Advertising Research Foundation (ZARF). Some 77% of shoppers still buy their meat from butcheries, according to the survey. It also found that open markets were the preferred outlets for the purchase of fruits and vegetables (63%), with informal traders or hawkers commanding an 11% share of this market and fruit and vegetable shops in high density suburbs getting a 6% slice of the market. Spar led its rivals in this market with a 6% share, with OK Supermarkets and TM Supermarkets each owning 2% of the market.