Traditional trade, with all its complications, makes up the vast majority of FMCG trade in Africa. Access to reliable, current and historically rich market intelligence can be the difference between growth and stagnation for companies operating in these markets.
In markets that are diverse, fragmented and constantly evolving, syndicated market research provides companies with cost-effective access to critical insights that help drive strategic decision-making.
For 30 years, Frontline Research Group (FRG) has been conducting market research across Africa, building one of the continent’s most comprehensive databases of retail and trader intelligence. With extensive experience in developing economies and traditional trade environments, FRG has developed deep-rooted expertise in understanding how products move through informal, semi-formal and formal retail channels.
What is Syndicated Market Research?
Syndicated market research refers to research projects where multiple companies participate in and contribute towards ongoing studies. Rather than commissioning individual research projects at significant cost. Businesses gain access to shared research programmes that continuously track industries, brands, consumer behaviour and retail activity.
The result is highly valuable market intelligence at a fraction of the cost of bespoke research.
FRG’s syndicated research programmes provide participating companies with access to current market trends, competitor analysis, retail penetration data, distribution insights and historical performance tracking across multiple African markets.
30 Years of African Market Expertise
FRG has spent three decades conducting research across Africa’s urban centres, townships, peri-urban areas and remote rural regions. This extensive field experience has enabled the company to develop a unique understanding of the continent’s retail landscape and the complexities of traditional trade.
The company’s expertise lies particularly in developing economies, where informal and traditional retail channels continue to play a major role in FMCG distribution and sales performance. Through ongoing retail tracking and retail census projects, FRG continually gathers detailed outlet-level information that helps businesses better understand market dynamics and opportunities.
These ongoing projects provide companies with accurate, up-to-date intelligence that supports informed strategic planning, route-to-market optimisation and expansion strategies.
Unparalleled Beverage Industry Research
One of FRG’s strongest areas of expertise is the beverage industry. Over the years, the company has built an unparalleled database of beverage market intelligence covering both alcoholic and non-alcoholic categories.
FRG’s beverage research tracks the performance of almost every beverage brand, both large and small, across numerous African markets and retail channels. This includes historical trend data collected over many years, as well as ongoing syndicated projects that continuously monitor market activity.
This wealth of information allows beverage companies to accurately benchmark their own performance against competitors while identifying opportunities for growth and market expansion.
Access Historic Data or Join Current Syndicates
Companies can engage with FRG’s beverage research in multiple ways. Businesses may purchase historic datasets to analyse long-term market trends and better understand category evolution over time. Alternatively, companies can join FRG’s ongoing syndicated research programmes to receive current market intelligence and regular performance updates.
Participating in these syndicates enables companies to monitor both their own brands and competitor brands in real time, providing invaluable insight for sales, marketing and distribution decision-making.
Supporting Growth Across Africa
Africa presents enormous growth opportunities for FMCG and beverage companies, but success requires an in-depth understanding of highly nuanced local markets. Reliable data is essential for reducing risk and making informed investment decisions.
FRG’s ongoing syndicated research programmes provide companies with the confidence to enter new markets, optimise existing operations and identify growth opportunities backed by credible, field-based market intelligence.
With 30 years of experience, extensive historical data and ongoing retail tracking projects across the continent, FRG remains one of Africa’s leading sources of syndicated market research.
For more information on FRG’s syndicated market research programmes, retail tracking or beverage industry research, contact Art Janse van Rensburg at art@frontlineresearchgroup.com.
