Understanding how African consumers truly use products in their homes is one of the most valuable assets an F&B brand can have. Sales data and consumer surveys provide essential market intelligence. And yet the daily habits, workarounds, and rituals that shape real purchasing decisions only become visible when you step inside the home. That is

Energy drinks consumption in Africa and the sector as a whole is growing. Understanding the drivers behind it is increasingly important for brands operating across the continent. This article draws on data collected through SagaCube, Sagaci Research’s consumption tracker, and covers responses from over 548,000 panel members across all 54 African countries. The survey captures

The next food trends in Africa may not come from global R&D labs. It is emerging from local kitchens, street markets and generations of culinary tradition. From packaged degue, gari mix, moi-moi bean pudding in West Africa to fermented sour milk in Kenya, traditional foods are being transformed into branded, scalable consumer products, and entering

“Africa coverage” has become a standard checkbox in research proposals. What it rarely means is actual Africa coverage. When evaluating a consumer panel in Africa, ask providers to list their markets and you’ll get the same five to eight names. The rest of the continent is either absent, or quietly fulfilled through third-party networks with