The largest online Shopper Panel in Africa
Get real African Shopper Insights from the most extensive FMCG product database on the continent.
What is the SagaProduct Shopper Panel in Africa?
SagaProduct is a unique solution designed to track real product purchases
across 26 African countries.
Via our online panel in Africa we collect directly from households data on thousands of brands and over one million SKUs via barcode scans.
Along with barcode scanning we track:
Format, size, flavour…
Price
Consumer rating
This approach provides brands, manufacturers, and agencies with a clear picture of what products reach African homes, how categories evolve, and how shoppers make their purchasing decisions.
Key facts about our Shopper Panel in Africa
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FMCG Categories covered across Africa
Baby Care
- Baby Bath
- Baby Hair Care
- Baby Skin Care
- Diapers
Beauty and Personal Care
- Cosmetics and Beauty
- Hair Care
- Oral Care
- Personal care
- Skin Care
- Tissue and Hygiene
Cars & Car Equipment
- Car equipment & accessories
- Lubricants
Consumer Health
Food & Drinks
- Baby Food
- Beverages
- Canned and Preserved Foods
- Dairy
- Packaged Food
Home Care
- Air Care
- Bleach
- Dishwashing
- Insecticides
- Laundry Care
- Surface Care and cleaners
- Toilet Care
Pet Care
Stationery
- Markers and Highlighters
- Notebooks
- Pencils
- Pens
Tobacco
- Cigarettes
- Other Tobacco
Countries
North Africa
Algeria
Egypt
Morocco
East Africa
Ethiopia
Kenya
Tanzania
Uganda
Rwanda
West and Central Africa
Benin
Burkina Faso
Cameroon
DR Congo
Congo
Gabon
Ghana
Guinea
Côte d’Ivoire
Mali
Nigeria
Senegal
Togo
Southern Africa
Angola
Mozambique
South Africa
Zambia
Zimbabwe
Why choose the SagaProduct Consumer Panel in Africa?
Fact-based
Based on verified purchases, not declarations, and independent of sales channels.
Continuous
Updated daily so you always work with the most recent data
Granular
Detailed down to SKU, pack size, and flavour, covering all regions
Comprehensive
Coverage across all FMCG categories and 26 main African markets
Agile
Data immediately available for analysis and reporting
Actionable
Insights designed to guide brand, innovation, and retail decisions
How our Africa household panel turns purchases into insights
Our household panel provides fact-based African shopper insights by showing what consumers truly buy across FMCG categories.
It helps FMCG brands:
DETECT new product launches and packaging updates
TRACK category and market trends
MEASURE brand and SKU level market share
UNDERSTAND price positioning and availability
ACCESS visual data with product pictures and ratings
BUILD a detailed FMCG shopper profile for specific brands
Get started in the African Market
We are here to help you navigate the FMCG landscape in Africa!
Ask us anything or schedule a meeting!
Our insights from SagaProduct in Africa
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Africa’s middle class under pressure: how brands can thrive amid tighter wallets
Africa’s middle class is feeling the strain. According to a recent Sagaci Research online survey, 56% of our panel members report higher household spending over the past 12 months, and for more than a quarter (27%), the increase has been significant. How is this shaping the way people shop? And how are brands and retailers
29/10/2025 -
Top 10 FMCG Innovations in Kenya
FMCG innovations in Kenya: how brands are winning consumers Kenya’s FMCG market remains highly dynamic, with brands regularly introducing new formats, flavours, and packaging to stand out on shelves. Thanks to the Sagaci Research Shopper Panel in Kenya, we can track which new products and packs are entering the market. We can identify the innovations
10/10/2025 -
The Top 30 most popular consumer goods in Kenya
Which products truly define Kenyan households today? Thanks to SagaProduct, Sagaci Research’s proprietary Shopper Panel in Africa leveraging our online panel in Kenya, we can answer this question with precision. By tracking thousands of consumer product scans at home and in pantries, SagaProduct reveals what people actually use, not just what they say they buy.
11/09/2025 -
African Personal Care brands going continental
When you think of popular personal care brands in Africa, global giants often come to mind. Yet, many of the most widely available products on the continent come from African personal care brands proudly rooted in local markets. Local roots, continental reach for African personal care brands Manufacturers like Dream Cosmetics, NP Gandour, Amka, Sivop,
12/08/2025