Assessing household consumption and equipment ownership across Africa.

Our consumer data tool is a unique reports repository covering consumption and equipment related topics, 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
Egypt
Morocco
East Africa
Kenya
Tanzania
Uganda
West and Central Africa
Cameroon
DR Congo
Gabon
Ghana
Guinea
Ivory Coast
Nigeria
Senegal
Southern Africa
Madagascar
Malawi
Mozambique
South Africa
Zambia
Zimbabwe

Pick your category on our consumer data tool in Africa

A simple way to start getting your consumer data. We use a standard questionnaire and approach across all countries and categories, so you don’t need to worry about it.

The SagaCube tracker can help you to decide which product categories within a certain country could generate the best return for your money. 

Our SagaCube consumer data tool will provide you with a solid and consistent source of key metrics across Africa. The data is easy to access from anywhere in the world via our interactive platform. Plus, you can download automatic reports to support your presentations.

Pick your category (view all +140 categories)
Pick your countries of interest

Track fundamental usage indicators for your categories

Gives you immediate insights on your category across all relevant markets

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

We are here to help you! Ask us anything or schedule a meeting!

Our insights from SagaCube

  • Say Cheese! The dairy industry across Africa

    SagaCube provides a unique insight into consumption and purchase habits across Africa for dairy products and many other categories. Over the last 12 months, South Africa had the greatest proportion of cheese consumption. 48% of its adult population said they had consumed cheese in the 4 weeks prior to completing the survey. In second place,

    25/10/2021
  • How to conduct market research and market sizing with SagaCube

    It’s safe to say that the world has been turned upside down by the ongoing impacts of the Covid-19 pandemic. In some countries, it can feel like the rules are constantly changing, forcing consumers to alter their shopping and consumption habits. As a result, it’s important for those involved to know how to conduct market

    23/09/2021
  • The race is on – BMW or Mercedes… or Toyota?!

    Daily data collection from more than 20,000 consumers over 12 months via the SagaPoll mobile app, showcases that Toyota poses a real competition to its German rivals in certain parts of the African continent, as well as highlighting interesting differences between demographic groups. Within South Africa, BMW topped the June rankings for preferred automotive brands,

    10/09/2021
  • Wine consumption across Africa – the French influence

    © Photo by @chez_sonia_wine_lovers in Nairobi, Kenya Although the wine-making tradition is present in several regions of the continent (Morocco, Ethiopia, South Africa…), the data seems to show that the French have strongly influenced the consumption habits in other countries, as 8 out of the top 10 wine-consuming nations in Africa have a common history with France.

    26/07/2021