The largest online Shopper Panel in Africa
Get real African Shopper Insights from the most extensive FMCG product database on the continent.
What is the SagaProduct Shopper Panel in Africa?
SagaProduct is a unique solution designed to track real product purchases
across 29 African countries.
Via our online panel in Africa we collect directly from households data on thousands of brands and over one million SKUs via barcode scans.
Along with barcode scanning we track:
Format, size, flavour…
Price
Consumer rating
This approach provides brands, manufacturers, and agencies with a clear picture of what products reach African homes, how categories evolve, and how shoppers make their purchasing decisions.
Key facts about our Shopper Panel in Africa
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FMCG Categories covered across Africa
Baby Care
- Baby Bath
- Baby Hair Care
- Baby Skin Care
- Diapers
Beauty and Personal Care
- Cosmetics and Beauty
- Hair Care
- Oral Care
- Personal care
- Skin Care
- Tissue and Hygiene
Cars & Car Equipment
- Car equipment & accessories
- Lubricants
Consumer Health
Food & Drinks
- Baby Food
- Beverages
- Canned and Preserved Foods
- Dairy
- Packaged Food
Home Care
- Air Care
- Bleach
- Dishwashing
- Insecticides
- Laundry Care
- Surface Care and cleaners
- Toilet Care
Pet Care
Stationery
- Markers and Highlighters
- Notebooks
- Pencils
- Pens
Tobacco
- Cigarettes
- Other Tobacco
Countries
North Africa
Algeria
Egypt
Mauritania
Morocco
East Africa
Ethiopia
Kenya
Madagascar
Tanzania
Uganda
Rwanda
West and Central Africa
Benin
Burkina Faso
Cameroon
DR Congo
Congo
Gabon
Ghana
Guinea
Côte d’Ivoire
Mali
Nigeria
Senegal
Togo
Southern Africa
Angola
Mozambique
Namibia
South Africa
Zambia
Zimbabwe
Why choose the SagaProduct Consumer Panel in Africa?
Fact-based
Based on verified purchases, not declarations, and independent of sales channels.
Continuous
Updated daily so you always work with the most recent data
Granular
Detailed down to SKU, pack size, and flavour, covering all regions
Comprehensive
Coverage across all FMCG categories and 29 main African markets
Agile
Data immediately available for analysis and reporting
Actionable
Insights designed to guide brand, innovation, and retail decisions
How our Africa household panel turns purchases into insights
Our household panel provides fact-based African shopper insights by showing what consumers truly buy across FMCG categories.
It helps FMCG brands:
DETECT new product launches and packaging updates
TRACK category and market trends
MEASURE brand and SKU level market share
UNDERSTAND price positioning
ACCESS visual data with product pictures and ratings
BUILD a detailed FMCG shopper profile for specific brands
Get started in the African Market
We are here to help you navigate the FMCG landscape in Africa!
Ask us anything or schedule a meeting!
Our insights from SagaProduct in Africa
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Pet Care In Africa: Key consumer insights
This article explores pet care in Africa, drawing on recent data from SagaCube, the continuous consumption tracker across the continent. This survey captures pet ownership, attitudes, and pet care related purchasing behaviours, offering insight into how the pet food market in Africa is structured. We also explore top pet care brands based on SagaProduct, Sagaci
21/01/2026 -
Top FMCG products in South Africa: consumer goods ranking and insights
South Africa’s FMCG market is one of the most mature and competitive on the continent, combining strong local brands, global manufacturers, and well-established yet evolving consumption habits. Using data collected through SagaProduct, Sagaci Research’s product scan solution powered by our online panel in South Africa, this article ranks the top 30 FMCG products in South
08/01/2026 -
Top 30 consumer goods in Zimbabwe
Understanding which consumer goods truly dominate everyday consumption in Zimbabwe is not always easy. Often, traditional data often leaves significant blind spots since many household purchases happen across informal outlets, small groceries and markets with limited reporting. To address this, using thousands of product scans collected by our Shopper panel in Zimbabwe, this ranking reveals
02/12/2025 -
Top 30 best selling consumer goods in Côte d’Ivoire
Which products truly define Ivorian households today? Thanks to SagaProduct, Sagaci Research’s proprietary Shopper Panel in Africa, leveraging our online panel in Côte d’Ivoire, we can answer this question with precision. By tracking thousands of consumer product scans at home and in pantries, across all channels, modern and traditional, SagaProduct reveals what people actually use,
13/11/2025