Survey: 67% of Zimbabweans Buy Counterfeit Products, Driven by Price and Economic Challenges

A survey conducted by Topline Research Solutions in partnership with Buy Zimbabwe has revealed that 67% of participants are purchasing counterfeit products, highlighting a widespread issue in the country's markets. Topline Research Solutions Chief Executive Officer Patson Gasura stated that a significant proportion of Zimbabweans reported buying counterfeit products knowingly.

He added that some consumers, particularly for non-food items, do not care whether products are genuine or not.

'We are in a country which is highly informalised, so we checked for exposure to counterfeits. We asked people if they had purchased counterfeits. There is a very significant proportion of Zimbabweans who said yes.

Zimbabwe's economy is dominated by the informal sector, where counterfeit products are rising due to porous points of entry and corruption leading to smuggling. The proliferation of fake products in informal markets is exacerbated by weak regulation.

According to analysts, Zimbabwe is estimated to lose more than US$1 billion annually due to counterfeit products. The survey also found that 76% of Zimbabweans consider price as a driver for product choice. Gasura emphasized the need to confront this trend, saying, 'It is a trend that needs to be confronted.

On the choice drivers for products, 76% of Zimbabweans right now consider price. AllAfrica reported these findings in an article published on May 5, 2026.