- 26/02/2025
- Posted by: Janick Pettit
- Categories: Alcoholic beverages, Consumer Goods / FMCG, Food, Non-alcoholic beverages, Qualitative Research
The African food and beverage market is rapidly evolving, and understanding what African consumers truly eat and drink throughout the day is essential for F&B brands seeking to stay competitive. The Africa MealScope study is an immersive research initiative designed to uncover the full spectrum of food and beverage categories in African homes.
From breakfast to dinner, this study explores what’s on the African plate, uncovering the motivations that drive meal and snacking choices across different socio-economic groups. Covering 12 key African markets, Africa MealScope provides an in-depth view of:
- Meal occasions and their significance in daily consumption
- Plate composition across different consumer segments
- Category importance and emerging trends shaping food and beverage choices
A data-driven, ethnographic research approach
To ensure fact-based consumer insights, Africa MealScope leverages a hybrid methodology, combining:
- Qualitative home visits: In-depth interviews and pantry checks to assess real consumption habits
- SagaCube consumer data: Large-scale tracking of FMCG category penetration in Africa
- Shopper panel data: A comprehensive view of actual food and beverage purchases
This immersive approach allows brands to uncover both established and emerging trends, helping them adapt to evolving consumer preferences.
Why African food & beverage brands should join
For F&B companies operating in Africa, MealScope is a game-changer in understanding consumption behaviours and category significance. Participating brands gain:
- Insights into the role of their categories in daily meals and snacks
- A deep dive into key meal and snacking occasions and the motivations behind them
- Trend identification to refine portfolio management, product strategies, and communication efforts
Understanding the African Food and Beverage market
The Africa MealScope study spans key regions across Sub-Saharan Africa, including East Africa (Kenya, Tanzania, Uganda), West Africa (Côte d’Ivoire, Senegal, Ghana, Nigeria), Central Africa (DR Congo, Cameroon), and Southern Africa (Mozambique, Zambia, Zimbabwe). This extensive geographical coverage offers valuable insights into diverse consumer behaviours across the continent, enriching the understanding of the African food and beverage market.
Stay ahead with MealScope’s insights
With MealScope study, African F&B businesses can stay ahead of market shifts, anticipate consumer needs, and optimize their Africa-focused strategies with data-driven intelligence.
So for more information on the MealScope study, download the brochure below or contact us on contact@sagaciresearch.com. Alternatively, do not hesitate to reach out if you’d like to schedule a discussion with our Qualitative Research team for any other qualitative projects.
