Assessing household consumption and equipment ownership across Africa.
Our unique report covers the consumption habits in Africa and all the equipment related topics, 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 category on our consumption habits tool in Africa
A simple way to start getting your consumption habits in Africa. 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.
The SagaCube consumption habits in Africa tool will provide you with a solid and consistent source of key metrics. 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 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
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Our insights from SagaCube to help you understand consumption habits in Africa
Oral care in Kenya Combining the massive amount of data we collect every day from our pan-African panel members, we are able to profile brand consumers in Africa in great detail. Today we look into the competitive sector of oral care and the toothpaste user in Kenya. More specifically we dive into the behaviour of20/12/2022
Drinking yogurt in Nigeria Who is the Yogurt consumer in Nigeria and why is it important to find out? Because this is a booming category in the West African country and for several reasons. Indeed, the demand for nutrient-rich beverages such as drinking yogurt is driven by rising consumer health consciousness, improving consumer living standards,24/11/2022
Heineken and Guinness are among the most famous beer companies internationally. But is it the Irish stout or the Dutch pale lager to be crowned the favourite beer in Africa? In order to answer that question, we asked our online panel on our SagaPoll app which of the two they preferred. Across the continent, the06/09/2022
The impact of the Ukraine-Russia conflict on commodity prices is hitting many African consumers hard. However, growth in demand for consumer goods, especially FMCG, will likely remain robust, particularly from consumers at the bottom of the pyramid. Brands that cater to this segment are often national or regional. In fact, international brands (with a few01/06/2022