CONSUMER INSIGHTS

As Uganda’s FMCG sector grows, Kantar launches first consumer panel

By our African Marketing Confederation News Team | 2024

Rising incomes, expanding population and urbanisation have increased client demand for Ugandan FMCG shopper data.

Insights and consulting company Kantar has launched what it claims is Uganda’s first consumer panel. This will provide shopper data across 30 FMCG categories and all retail channels, with the first dataset becoming available in September this year.

Photo: Kantar

Called the Worldpanel Pulse Panel, it will provide brands, manufacturers and retailers with a picture of Ugandan households’ FMCG purchase decisions in the food, beverage, dairy, personal care and home-care sectors.

 

Comprising 1,000 households of all ages, sizes and socio-economic levels, the panel is representative of 73% of Uganda’s 41 million-strong population. It covers large, medium and smaller cities and towns in both urban and semi-urban regions.  

 

Actual consumer purchase behaviour

 

“Data is based on actual purchase behaviour – not what shoppers recall they bought – ensuring that insights are accurate,” Kantar says in a media statement.

 

“The insights will bring local and global clients an understanding of how many households buy their brands – and those of their competitors: which ones, how often, who the buyers are, and what they pay.

 

“Collecting shoppers’ psychographics along with demographics uncovers the values, attitudes, interests and lifestyles that shape their behaviour.”

 

The company already has a presence in a number of African countries – among them Ghana, Ethiopia, Morocco and Egypt. After Uganda, it plans to introduce panels in Algeria, Cameroon, Senegal and Tanzania.

 

“Uganda’s FMCG sector offers significant growth potential, driven by rising incomes, an expanding population and urbanisation,” comments Idriss El Ganari, GM for Kantar’s Worldpanel division in Africa and the Middle East.

 

“To secure growth and expand their market share, brands, manufacturers and retailers must develop their knowledge of consumers’ needs and behaviours.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.