Bring African consumers to life with the Category Usage and 360 Segmentation Tool
Our unique tool tracks consumption habits and helps you segment consumers in Africa, all in one place.
Consumer Goods / FMCG
- Non-alcoholic beverages, Alcoholic beverages, Spirits, Baby food, Dairy, Milk, Fresh foods / unpackaged, Bread, Cereals, Confectionery & Snacks, Packaged Goods, Dry Foods, Personal care, Cosmetics & Beauty, Home care products, Tissue and hygiene
Equipment / Appliances
- Consumer electronics, Phones & Computers, Large Household Appliances, Small Household Appliances, Vehicles
Financial Products / Insurance
|West and Central Africa
Pick your country on our Category Usage and 360 Segmentation tool in Africa
A simple way to access data on category usage in Africa. We use a standard questionnaire and approach across all countries and categories for easy comparison.
The SagaCube tool can help you to decide which product categories within a certain country could generate the best return for your money.
The SagaCube tool can also help you bring to life your typical category buyers by incorporating brand metrics as well as 400+ Usage and Attitudes variables.
The data is easy to access from anywhere in the world via our interactive platform and downloadable in Excel format.
Pick your country of interest
Access all categories (view all +140 categories)
Track fundamental usage indicators for your categories
Gives you immediate insights on your category across the African Consumer Market
Who is using/consuming the category?
How frequently do they use/consume?
Where do they purchase the category from?
How often do they purchase it?
4 KPIs tracked
Frequency Consumption / Usage
Broken down by key Demographics
Total per country
By age group
By income group
By location (urban / rural)
Immediate access to always up-to-date consumer data
Access the data directly on our online platform. Our data is always up to date with the latest information collected directly from our online panels across Africa.
SagaCube provides annual data for 3 or 4 key metrics for 139 different product categories for countries all across the African continent. For fast-moving consumer goods (FMCGs), SagaCube gives you access to penetration (consumption or usage), consumption or usage frequency, purchase frequency, and purchase locations. For Appliances & Equipment, 3 KPIs are provided – ownership, purchase location and purchase new or second hand.
Understanding how a particular product category is performing in different countries can help to guide where to invest and how to prioritize your markets.
One easy to access online dashboard for all countries
Downloadable datasets in XLS or CSV format
Get started in the African Market
We are here to help you with the consumption habits in Africa! Ask us anything or schedule a meeting!
Our insights from SagaCube to help you understand consumption habits in Africa
Revolutionising Transportation: Analysis of the market of Ride-Hailing Apps in Africa
Growth of ride-hailing apps in Africa Are you keeping up with the rapidly evolving ride-hailing apps market in Africa? With the rise of urbanisation and smartphone adoption across the continent, the demand for reliable and convenient transportation solutions has never been higher. From the big players like Uber and Bolt to the emerging startups, there12/05/2023
Most popular supermarkets in Morocco: Marjane on all fronts
Supermarkets in Morocco and the overall Morocco retail industry have been experiencing significant growth over the past decade. This is due mostly to a high demographic growth, rapid urbanisation and increased disposable income. This results in a growing appetite from key players to extend their footprint even beyond the major urban centres. With the modern28/04/2023
Comparing Absolut and Smirnoff Drinkers in Kenya’s Vodka Market: Insights from Consumer Data
This month we explore Kenya’s Vodka Market. Not only is it a growing category within the alcohol industry in Kenya but Vodka seems to be one of the most popular spirits in the East African country. In fact, based on SagaCube data, its consumption penetration among the Kenyan population is the highest at 62%. It24/04/2023
Charcoal vs. Gas for Cooking in Africa: A Map comparing Usage across the continent
Comparing the use of energy sources such as charcoal vs. gas for cooking in Africa is possible by leveraging SagaCube, the consumption habit tracker in Africa. We asked panel members from the Lower Middle class (Social Economic Class D) from almost 30 countries what their main source of energy for cooking is. Below, the results22/03/2023