FMCG

In rapidly changing African markets, OpinionWay’s Consumer Goods team helps brands understand consumer expectations and adjust their growth strategies.
Our tailor-made solutions enable better communication (image studies, advertising tests), trend analysis (purchasing behaviour, growth segments), product optimisation (innovation tests, new uses) and monitoring of competition, distribution and performance.

The challenges of the industry

Adapting packs and formats to consumers' purchasing power

Faced with pressure on purchasing power, brands must rethink their formats and packaging to remain accessible without compromising perceived value. Offering flexible, affordable and relevant solutions is becoming key to maintaining consumer engagement and staying competitive.

Ensuring product availability and proper preservation at all distribution points, right up to the last mile.

Ensuring product availability and guaranteeing proper storage at all distribution points, both in urban and rural areas, is a major logistical challenge. The last mile challenge – often the most complex – requires tailored solutions to strengthen brand presence and performance across the entire territory.

Making quality and enjoyment accessible to as many people as possible

Democratising quality and enjoyment by offering attractive, fair and inclusive deals to reach a wider audience without compromising on experience.

Taking into account the retail revolution

Modern trade, online sales, influencers, social sellers, online ordering, bulk.

Promoting local products and preserving culinary heritage

Brands that incorporate recipes, flavours and ingredients from local cultures. Promoting local agricultural production and processing.

Eating healthily

Increase in lifestyle diseases (diabetes, high blood pressure, strokes, etc.) Increased mistrust of industrial products, nostalgia for authentic dishes, consumers looking for healthy products.