Brief
An emerging FMCG brand wanted to understand the FMCG retail landscape in Nigeria, Ghana, and Ivory Coast and the product categories were; Bread, Rolls, and Baked Goods; Breakfast cereals; Bouillons, Stocks, Seasonings, and Condiments, Instant drink powder, Baby Wet meals, and Insecticides.
The Approach
To elicit information for the required database, a combination of research approaches involving survey and desk research were used. Specific information such as top brands, consumer challenges, top-of-mind feelings, prices across countries, and gaps in each product category were uncovered to ensure that the study objectives were met.
The Output
Our data unpacked brand market shares, where purchases are made (modern or traditional market)and a projection into the future of the brands in the different categories.