- 04/07/2024
- Posted by: ilana.czerwinski
- Categories: Articles, Consumer Goods / FMCG, Dairy, Household Care, Non-alcoholic beverages, SagaShopper, Senegal, Spread
Last updated on 07/08/2026
Discover the leading FMCG brands in Senegal for May 2024! Recently we invited members of our online panel in Senegal to share the content of their shopping basket using the SagaPoll online survey app. By sharing details on the packaged goods they purchase on a daily basis (barcode scan, image, format, price, etc), panel members provide valuable insights into consumer preferences in Senegal.
Shopping habits in Senegal
Consumers in Senegal demonstrate a strong preference for non-alcoholic beverages, condiments, personal and home care products in their daily lives.
According to this shopping basket exercise, the most popular FMCG brands in Senegal are local water brands Séo, Kirène, and Casamançaise. Additionally, other favorites are Day by Day men’s post-shave and body lotion products by Dream Cosmetics from Côte d’Ivoire, Jadida margarine from Tunisia, and Primo fruit juice from Benin. Furthermore, Linguère ketchup, Maynès mayonnaise, and Reine mustard, all produced in Senegal, are also part of consumers’ regular diets. Finally, Madar, recently voted recently voted #1 brand in the laundry detergent category in Senegal in a SagaBrand survey, also appears in this ranking with its multi-purpose cleaning product.
Here is the FMCG products ranking in Senegal as of May 2024:
| Brand | Category | Packaging | Manufacturer | Origin |
| Séo | Bottled Water | Plastic Bottle, 350ml | CMGA | Senegal |
| Kirène | Bottled Water | Plastic Bottle, 1,5l | Groupe Kirène | Senegal |
| Casamançaise | Bottled Water | Plastic Bottle, 1,5l | SODECA | Senegal |
| Day by Day | Men’s Post-Shave | Plastic Bottle, 125ml | Dream Cosmetics | Ivory Coast |
| Jadida | Margarine | Cup/Pot, 500g | Med Oil Company | Tunisia |
| Primo | Pineapple Flavour Juice | Plastic Bottle, 230ml | Unidentified | Senegal |
| Nescafé | Instant Coffee | Sachet, 1,5g | Nestlé | Switzerland |
| Kirène | Bottled Water | Plastic Bottle, 10l | Groupe Kirène | Senegal |
| Casamançaise | Bottled Water | Plastic Bottle, 10l | SODECA | Senegal |
| Thé Flecha | Tea | Paper box, 25g | Zhejiang Chunli Tea Co.,Ltd. | China |
| Reine | Mustard | Glass Bottle, 370g | Sosagrin | Senegal |
| Dolima | Vanilla Yoghurt | Sachet, 80g | La Laiterie du Berger | Senegal |
| Laicran | Powder Milk | Sachet, 20g | Lactalis International | France |
| Dontodent | Toothpaste | Paper box, 180g | Zhejiang Airsun Commodity Co. | China |
| Maynès | Mayonnaise | Plastic Bottle, 5l | Patisen | Senegal |
| Madar | Dishwashing Liquids | Plastic Bottle, 850g | Madar Group | Senegal |
| Nova | Beauty and Personal Care | Plastic Bottle, 500ml | SIVOP Group | Ivory Coast |
| Linguère | Ketchup | Plastic Bottle, 340g | Agroline | Senegal |
| Day by Day | Body lotion/cream | Plastic Bottle, 500ml | Dream Cosmetics | Ivory Coast |
| Chocopain | Chocolate Spreads | Cup/Pot, 1kg | Patisen | Senegal |
Senegalese FMCG brands account for over half of typical consumer basket
This survey reveals the strength of the FMCG sector in Senegal. Indeed, we can see a clear preference for locally made products, following a similar consumption trend as in Cameroon. While food is mostly local, beauty and hygiene products are often imported, mainly from Côte d’Ivoire’s strong cosmetic industry. However, there are notable exceptions, as some products originate from China, such as Dontodent toothpaste and Fletcha tea.
More on the leading FMCG brands in Senegal in 2024
In conclusion, this data from our online panel provides valuable insights into Senegalese consumer preferences and shopping behaviours. It enables businesses to make more informed decisions. To conduct market research in Senegal or to learn more about consumer behaviour in this region, contact us today. Email us at contact@sagaciresearch.com or click below to get in touch.
Methodology
This data is sourced from our Shopping Panel within SagaPoll, Africa’s largest online panel.
Population: adults in Senegal above 18 years old
Base: 790 panel members
Period: 13th to 20th May 2024
