Bring African consumers to life with Africa’s largest consistent consumption dataset 

Millions of data points to profile your consumer base on a subscription basis.

consumer data africa 2


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

Variables / Consumer metrics

700 questions to build sophisticated consumer profiles

  • Preferred celebrities, social media habits, psychographics, values, health habits, etc

Demographics and lifestyle

  • Segment across a wide number of categories including general demographic variables, economic situation, occupation, interests, hobbies and more

Media consumption

  • Insights into frequency, time spent on media platforms, including TV, radio, social media, podcasts, music streaming, cinema

Potential partnerships

  • Identify relevant brands or local personalities with whom to explore partnerships


North Africa
East Africa
West and Central Africa
Burkina Faso
DR Congo
Côte d’Ivoire
Southern Africa
South 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
Purchase Locations
Purchase Frequency

Broken down by key Demographics

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

consumer data africa 3

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

  • Exploring Africa’s Bread Spread Market: Margarine takes the crown

    This article looks into Africa’s bread spread market. With increased exposure to global food trends and the diversification of bread spread options in Africa, consumers are more inclined to try new flavours and products, driving demand for a wider variety of spreads. Our latest report explores more specifically: These insights come from a combination of

  • The top yogurt brands in Africa in 2023

    In this article we explore the top yogurt brands in Africa as well as the various levels of yogurt consumption across the continent. Where do Africans consume the most yogurt and which brands are their favourites?  Yogurt consumption penetration in Africa Yogurt and fermented dairy products are deeply ingrained in the dietary traditions of various

  • Top 10 beer brands in Côte d’Ivoire in 2023

    In this article we explore the top beer brands in Côte d’Ivoire in 2023. More specifically, the beer brands consumers recommend the most to their peers. Interestingly, beer consumption in Côte d’Ivoire is among the highest in Africa (at 45% in the last 4 weeks) according to SagaCube, the Pan-African consumption tracker. Beer also happens

  • Are pasta consumers in Morocco all the same?

    In this article, we explore the pasta consumers in Morocco. With the consumption tracking tool SagaCube we can compare the profile and behaviour of consumers of Dari and Alitkane, the leading pasta brands in Morocco (according to SagaBrand, the Brand Health Tracker in Africa). Read on to find out how they might differ Who are