Consumer data in Africa
Bring African consumers to life with Africa’s largest consistent consumption dataset. Millions of data points, delivered on subscription.
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
Variables / Consumer metrics
1,000+ 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
Countries
| North Africa Algeria Egypt Morocco |
East Africa Ethiopia Kenya 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 South Africa Zambia Zimbabwe |
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
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)
Immediate access to always up-to-date consumer data in Africa
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 140 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!
Consumer data in Africa: recent insights from SagaCube
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Carbonated soft drinks consumption in Africa: insights into occasions and need states
Last updated on 23/07/2026 Carbonated soft drinks consumption in Africa may not top the beverage rankings, but CSDs remain one of the most contested and visible categories on shelf, with clear, actionable patterns in who drinks them, when, and why. This article draws on data collected through SagaCube, Sagaci Research’s platform tracking consumer data in
15/06/2026 -
Coffee consumption in Africa: insights into occasions, need states and opportunities
Last updated on 23/07/2026 Coffee consumption in Africa ranks fifth among all beverages consumed on any given day across the continent. Understanding who drinks it, when, and why is increasingly relevant for brands operating in the African beverage market.This article draws on data collected through SagaCube, Sagaci Research’s platform tracking consumer data in Africa. It
22/04/2026 -
Car market in Africa: the rise of Chinese brands and the shift toward Hybrid vehicles
Last updated on 23/07/2026 A year ago, we published our first deep dive into the car market in Africa, revealing Toyota’s commanding dominance across the continent and the wide disparities in car ownership from one country to the next. Twelve months on, we’re back with fresh data from SagaCube, Sagaci Research’s consumer data platform in
25/03/2026 -
Energy drinks consumption in Africa: insights into occasions and need states
Last updated on 23/07/2026 Energy drinks consumption in Africa and the sector as a whole is growing. Understanding the drivers behind it is increasingly important for brands operating across the continent. This article draws on data collected through SagaCube, Sagaci Research’s platform capturing consumer data in Africa. It covers responses from over 548,000 panel members
13/03/2026