Segmentation of the catfish market in Côte d’Ivoire

Abstract

The catfish market in Côte d'Ivoire is highly differentiated and varied in terms of consumption. This study analyses the segmentation of the catfish market in Côte d'Ivoire through a survey of 650 stakeholders (vendors, fishmongers, consumers) in 13 localities. The results reveal a marked segmentation, with 45% of current consumers, 41% of absolute non-consumers and 14% of relative non-consumers. Consumption is driven more by urban, educated, middle-income individuals, for whom taste is the main driver of acceptance. Cultural taboos are the main barrier to consumption (55% of rejections), ahead of negative perceptions of taste (23%). The composite market potential index (ICPM) identifies Man as an area with very high potential (56.7%), while Korhogo and Daloa have the lowest scores. Spatial analysis reveals markets with very high potential (Man), consolidated hubs (Agboville, Dabou, Aboisso) and areas with low dynamism (Korhogo, Daloa), reflecting an unevenly structured supply. Irregular product availability and the lack of cold chains also hinder market development. Targeted strategies for cultural promotion and logistical improvement are needed to overcome these constraints.

Keywords: Catfish, market segmentation, socio-cultural constraints, territorial dynamics, food taboos, food security, Côte d’Ivoire