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.

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Categories

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

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
Ivory Coast
Mali
Nigeria
Senegal
Togo
Southern Africa
Angola
Madagascar
Malawi
Mozambique
South Africa
Zambia
Zimbabwe

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

Penetration
Frequency Consumption / Usage
Purchase Locations
Purchase Frequency

Broken down by key Demographics

Total per country
By age group
By income group
By gender
By location (urban / rural)

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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