Uptake of local products high as confidence among consumers increases

By Abigirl Tembo

The uptake of locally manufactured products continues to grow, while increased industrial productivity is sustaining local demand for goods.

Over the past few years, Zimbabwe has witnessed a surge in the consumption of locally manufactured goods with consumers now preferring local products over imports.

From pharmaceuticals to groceries and beverages, local products have reclaimed their shelf space in retail shops in the wake of increased demand.

“We have noticed that our customers prefer locally manufactured medicines because they have faith in them these are the medicines they have used over years. And when it comes to medicines trust is built and for them they have confidence in local products,” a consumer said.

Another noted: “We are the ones who work in these factories. Our sisters and brothers manufacture these products so, yes, we have faith in them and we will always choose them over imports.”

In Gwanda, Matabeleland South province, locally manufactured products continue to command shelf space despite the mining town’s proximity to international suppliers across the Limpopo.

Interestingly, issues to do with brand loyalty and consumers’ understanding the benefits of buying local products have become key.

The Second Republic’s thrust to increase productivity and ensure value addition is at the heart of the government’s National Development Strategy One (NDS 1), a key building bloc towards the attainment of the vision of an upper middle-income society by 2030.