Egypt Becomes Worldpanel's Fourth African Country

Kantar Worldpanel has added to its new presence in Africa with the launch of a consumer panel in Egypt, covering both urban and rural areas and with the first data available in January 2015.

The division announced in February that it had expanded into Africa with the launch of consumer panels in Nigeria, Kenya and Ghana. The new offering will study and track consumer and shopper behaviour by means of a national household panel, combining digital data capture and interviewer support, and recognises Egypt's status as the third largest population and economy on the continent.

Sister company TNS has a major presence in Egypt, and the latest move is bases on a partnership combining the latter's in-depth local understanding and expertise with Worldpanel's global panel coverage.

Kantar Worldpanel's Global CEO Josep Montserrat says Egypt's population is set to exceed 100 million by 2030 and the country is 'an important market for all FMCG companies and a significant business opportunity', adding that the company will 'continue to expand [its] presence in Africa.'

Tamer ElNaggar, CEO TNS North Africa, says the partnership will combine 'robust samples, tailored data collection and on-the-ground interviews' to generate 'a clear and accurate picture of consumer behaviour.'

Employing 3,500 people and covering 60 countries directly or through partners, the firm is online at www.kantarworldpanel.com .