New panel launched in Ivory Coast

Kantar Worldpanel continues to expand its presence in Africa with the launch of a new consumer panel in Ivory Coast.

Kantar Worldpanel, the global expert in consumers’ behaviour, continues to expand its presence in Africa with the launch of a new consumer panel in Ivory Coast.

With 24 million inhabitants, an emerging middle class and a rapidly-growing economy – GDP grew by 8.4% in 2015 – Ivory Coast offers international brands looking to expand into Africa access to a strong growth market. As a result it’s the fifth African country to be monitored by Kantar Worldpanel following the launch of consumer panels in Nigeria, Kenya, Ghana and Egypt, and is part of its ongoing commitment to supporting client expansion in Africa.

The panel consists of 1,500 urban households, whose FMCG purchasing habits are tracked on a continuous basis. The data collected allows Kantar Worldpanel to identify and recommend opportunities for brands to grow by understanding how people shop: the first datasets will be available next month. Operating via partnership with Kantar TNS (TNS RMS), the service will combine the global consumer panel leadership and international perspective of Kantar Worldpanel with the in-depth local understanding of Kantar TNS.

Adeola Tejumola, CEO Kantar TNS WECA, comments: “Africa is growing fast and this collaboration with Kantar Worldpanel will allow FMCG brands to better understand African shoppers. Consistent sampling, more precise data collection and innovative tools for analysis will allow us to measure exactly what people are buying and why, while the international perspective that Kantar Worldpanel brings will be invaluable as brands seek new growth opportunities.”

Josep Montserrat, Global CEO Kantar Worldpanel, said: “Very often the greatest expansion opportunities in FMCG exist in emerging markets. The first brands to set up business have the chance to secure considerable market share before others get established, and a precise understanding of consumer behaviour is essential in helping brands make the most of these conditions. The launch of our Ivory Coast panel forms part of an ongoing strategy to increase Kantar Worldpanel’s presence in Africa.”