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

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.”