Core services
Kantar Worldpanel -

We know your market

Through our permanent, syndicated and representative consumer panels, we have been regularly and continuously collecting information on what consumers buy and use in Africa & Middle East.

Our extensive portfolio covers most of the categories in the Fast Moving Consumer Goods sector (including packaged food, dairy, beverages, personal care, and home care) on the Household panels in Africa & Middle East.

Our dedicated consumer experts help brands, retailers and manufacturers deliver actionable FMCG insights and understanding how to win in African & Middle East markets. In addition to two panels in the Middle East (Saudi and United Arab Emirates), we are now present within 14 African countries. These include our recent panel investments in South Africa, Ivory Coast, Algeria, Iraq and Ethiopia, consumer panels in Egypt, Ghana, Kenya, Morocco and Nigeria, as well as the commitment to expand our footprint to meet our clients’ demands in Cameroon, Senegal, Tanzania and Uganda.

For many of these products we measure the purchasing behaviour and the subsequent usage patterns across demographic criteria and retail channels. Each of our panels has a regular set of metrics that are used to monitor the performance of your markets and your brands. These include:

  • Performance: Sales and shares (in volume and value)
  • Growth Levers: 
    • Penetration (proportion of people buying)
    • Weight of purchase (how much each buys)
    • Frequency of purchase (how often bought)
  • Satisfaction
    • Repeat rate (what proportion of buyers buy more than once?)
    • Loyalty (for buyers of a product, what proportion of their sales does the product itself account for?)
  • Price

We also have a suite of tried, tested and trusted analyses that consider a specific element of our information and insights in depth:

  • Brand switching
  • Demographic analysis
  • Trial and repeat analysis
  • Repertoire analysis
  • Heavy/Medium/Light buyers
  • New/Lost/Repeat buyers

For the last decade we have been extending and refining our services to meet the everchanging needs of our clients.

Get in touch

Idriss El Ganari
Regional Director, Africa & Middle East, Worldpanel Division