Access brand trackers, online panels, retail audits and other powerful consumer data across the African continent. Immediately.
Our products and services to conduct your market research in Africa
SagaBrand
Continuous brand health tracker
Track key brand related KPIs across your key markets, for your brands and competitors
SagaCube
Pan-African consumer data repository
Access usage and attitudes data related to key FMCG and equipment categories
SagaTracker
Retail audit to track your brand across channels
Track brand performance in the points of sale and monitor your market share
Online Panels
Pan-African consumer online panels
Engage with our consumer panels to get insights within short timeframes
Qualitative
Custom research into the consumer Why
Gain actionable insights through Focus Groups, IDIs, ethnographies, etc
Product Test
Product Performance Evaluation
Measure consumer reactions to concepts, flavours, packaging, etc
We’re trusted by over 500 businesses to conduct their market research in Africa
From leading multinational companies to local players, hundreds of companies trust Sagaci Research to help them measure,
understand and grow their business on the continent.
Africa and nowhere else
The African continent has thousands of opportunities for your business. Understanding the population’s consumption habits, as well as their interests and behaviors, can be decisive for your brand.
With our experience and knowledge of African culture and consumption habits, you’ll have great insights into new products and potential businesses, with a proper understanding of customers and markets.
We have full coverage of the African continent, including smaller countries, as we invest in the local infrastructure. You can trust Sagaci Research to conduct your market research in Africa.
Why Sagaci Research?
Deep expertise on the African continent
Sagaci Research is the leading market research in Africa. As of today, we have 14 years of experience conducting large-scale market research projects on the continent, for leading multinational companies, local or regional players, consulting firms and investors.
Extensive footprint
Sagaci Research operates its own field teams on the ground and runs its own online panel across each country.
In 2021, we have conducted more than 200 projects in 34 countries across the continent.
State of the art quality control systems
Our online and face-to-face data collection processes go through specific quality control (QC) steps, including automatic and manual human checks, to ensure that all collected data is reliable and genuine.
Unique datasets available
Our customized and off-the-shelf / syndicated products and services provide access to unique datasets covering consumption and distribution-related topics. These datasets are continuously updated to allow faster and better decision making.
Our market research insights across Africa
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Energy drinks consumption in Africa: insights into occasions and need states
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 consumption tracker, and covers responses from over 548,000 panel members across all 54 African countries. The survey captures
13/03/2026 -
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 -
Consumer panel in Africa: the coverage gap nobody talks about
“Africa coverage” has become a standard checkbox in research proposals. What it rarely means is actual Africa coverage. When evaluating a consumer panel in Africa, ask providers to list their markets and you’ll get the same five to eight names. The rest of the continent is either absent, or quietly fulfilled through third-party networks with
04/03/2026 -
Consumer sentiment in Africa 2026: trends, outlook, and FMCG impact
Consumer sentiment in Africa in 2026 reveals a complex picture. While concerns around jobs and the future remain high, optimism has not disappeared. Based on SagaCube, our consumption tracker across 30 African countries, this latest wave highlights a key reality for FMCG brands in Africa: consumers are navigating economic pressure, yet still projecting themselves forward.
26/02/2026
FAQs about Market Research in Africa
Find quick answers to common questions about market research and consumer insights in Africa.
Sagaci Research combines robust research tools with the widest consumer and trade coverage in Africa. Through retail audits (SagaTracker), brand tracking (SagaBrand), consumption analysis (SagaCube), product tests, and qualitative research, we deliver actionable insights across sectors such as FMCG, retail, financial services, and telecom. With the largest online panel and consistent methodology in 54 countries, we provide reliable data to guide business decisions and growth.
A retail audit tracks product availability, pricing, distribution, and market share in trade. Powered by SagaTracker, our audits cover thousands of outlets in both modern and traditional channels. FMCG brands use this data to understand in store performance, improve retail execution, and identify opportunities to strengthen distribution and visibility.
SagaBrand is the largest brand health tracker in Africa, monitoring 25 KPIs such as awareness, usage, preference, satisfaction, and recommendation across 25 markets. It benchmarks brands against competitors, tracks changes over time, and supports strategy aimed at building stronger brand equity and loyalty.
SagaCube is a pan-African consumption tracker built on our proprietary SagaPoll online panel with more than 25,000 daily respondents. It provides detailed insights into consumption behaviour, occasions, and need states helping brands size markets accurately and target the right consumer segments.
SagaProduct captures SKU-level data on more than 400,000 FMCG products, including pack format, size, and price. Combined with retail audits, it helps companies monitor competitors, optimize their portfolios, and identify white-space opportunities for growth across African markets.