A barcode-verified 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 30 African countries. It is often used as a first step in market entry research in Africa, giving brands a quantified view of category size before committing to a market.”
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
To go beyond category data and test your specific product with real consumers, explore our product testing in Africa service.
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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Can you trust AI for market data in Africa? A Senegal soft drinks test
We asked four AI models a simple question: what are the top carbonated soft drink brands in Senegal? Then we checked the answer against live shopper data, testing AI market data accuracy in Africa against what’s actually on shelves. One real, active brand never showed up in a single AI response. The question “What are
10/08/2026 -
Top FMCG products in Nigeria: consumer goods ranking and insights
Nigeria is Africa’s largest consumer market, with over 220 million people and one of the continent’s most dynamic retail landscapes. Yet understanding which products actually dominate Nigerian households can be difficult. Much of the country’s FMCG consumption happens through informal channels (open markets, roadside kiosks, neighbourhood traders), which is why panel-based data captured directly by
02/06/2026 -
What the McCormick-Unilever merger means for Africa’s seasoning market
A $44.8 billion deal announced last week is reshaping the global food industry. While much of the attention has focused on Wall Street and European shelf space, the implications for Africa’s seasoning market, and the broader bouillon and condiments category, deserve a closer look. The McCormick-Unilever deal, explained The American food company McCormick has agreed
09/04/2026 -
Food trends in Africa: how traditional products are driving FMCG innovation
The next food trends in Africa may not come from global R&D labs. It is emerging from local kitchens, street markets and generations of culinary tradition. From packaged degue, gari mix, moi-moi bean pudding in West Africa to fermented sour milk in Kenya, traditional foods are being transformed into branded, scalable consumer products, and entering
12/03/2026