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Kantar Launches First Uganda Consumer Panel

May 23 2024

Kantar has announced the launch of Uganda's 'first ever' consumer panel, which will provide detailed shopper data across 30 FMCG categories and all retail channels, from September. The survey is part of the Group's Worldpanel Pulse network.

Idriss El GanariThe panel of 1,000 households will provide a picture of FMCG purchase decisions in the food, beverage, dairy, personal care and home care sectors, based on actual purchase behaviour and not recall, ensuring more accurate data. All ages, sizes and socioeconomic levels will be included, and the panel covers large, medium and smaller cities and towns in both urban and semi-urban regions, representing 73% of Uganda's population of 41 million.

As well as data on which household members pay how much for which brands - clients and competitors - the panel will collect psychographics to help understand the values, attitudes, interests and lifestyles that drive this behaviour.

The launch further increases the global agency's footprint in the East Africa region, where it has been present since 2013 through a continuous panel in Kenya. It also has panels in Ghana, Ethiopia, South Africa, Nigeria, Morocco, Egypt, Saudi Arabia and the UAE, and says it will add Algeria, Cameroon, Senegal and Tanzania to the list soon to meet client demand. Worldpanel operates in more than sixty countries in Europe, Asia, the Americas and the Middle East.

Idriss El Ganari (pictured), who is General Manager of the Worldpanel division for Africa and Middle East, says: 'Uganda's FMCG sector offers significant growth potential, driven by rising incomes, an expanding population and urbanisation. To secure growth and expand their market share, brands, manufacturers and retailers must develop their knowledge of consumers' needs and behaviours. Worldpanel division's new Pulse Panel will help them to understand their performance compared with competitors, and uncover opportunities - for instance to boost brand awareness and localise their products, both of which are important in this market'.

Group home page: www.kantar.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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