General Trade remains one of the most complex, fragmented, and fast-moving environments in emerging markets. For many FMCG companies, this channel is both a massive growth opportunity and a significant blind spot. Limited line-of-sight, informal retail structures, and diverse shopper behaviour make it notoriously difficult to measure, and even harder to master.
Frontline Research Group’s TradeSensor changes all of that.
A unique blend of market research designed to illuminate the realities of General Trade. Critical information collected at the Point-of-Purchase, including both Trader and Shopper input, all in one affordable, scalable product.
What Is TradeSensor?
TradeSensor is multi-layered, capturing the most essential metrics FMCG companies need to understand performance, via three powerful data streams:
1. Point-of-Purchase Metrics
- Including availability, pricing and share of shelf.
2. Trader (Customer) Insights
- Gaining an insight into sources of stock, buying frequencies, supplier support.
3. Shopper Behaviour
- Understanding the shopper mission, brands and pack sizes purchased, price sensitivity.
Together, providing a holistic view of what’s happening inside the store, behind the counter, and in the shopper’s basket.
How TradeSensor Works
A robust random sampling method is used in regions and channels of interest to the client. The sample is refreshed each cycle to ensure accuracy and eliminate bias. Trends are tracked using moving averages.
A wide range of channels are covered, spanning both general retail trade and on-premises.
What Makes TradeSensor Different?
It’s built for emerging markets
TradeSensor can function effectively in large and small towns, semi-urban and remote rural areas. It covers regions that are frequently overlooked by conventional research services in Africa and Asia yet hold significant relevance for brands.
It’s affordable and scalable
TradeSensor is not designed to extrapolate to national universe, rather, providing clean, trended, real-world measurement of specific areas critical to the client.
It’s customisable
Clients can choose geography, retail channels and reporting cycles (quarterly, bi-annual, annual) to suit their information needs.
Why FMCG Companies should subscribe to TradeSensor
According to a recent survey by Frontline Research Group, FMCG companies in Africa and Asia highlighted their strategies were weakest in terms of understanding shoppers and traders in General Trade channels.
TradeSensor helps FMCG products compete more effectively, by knowing which brands and SKUs are present, what’s moving, which pack sizes shoppers prefer, and building the right assortment.
TradeSensor identifies where you are winning or losing, where competitors outperform you, and where growth opportunities exist.
Key price thresholds and shopper price sensitivity are highlighted, and competitor price gaps identified.
Insight at Ground Level for Top-Level Decisions
FMCG companies operating in emerging markets need greater visibility of General Trade. It is the dominant channel, playing a significant role in people’s lives.
TradeSensor empowers FMCG brands with the clarity, confidence, and competitive edge they need.
Contact Frontline Research Group
If you operate in Africa, Asia, or any emerging market where General Trade matters, TradeSensor is not just another research product, it’s a strategic necessity. For more information contact Steve Johnson, Managing Director at Frontline Research Group on Tel: +230 5493 6376 or email: steve@frontlineresearchgroup.com or
Gareth Ellis, Regional Manager SE Asia, gareth.ellis@frontlineresearchgroup.com or Art Janse van Rensburg, Executive: New Business Sales, on Tel: +27 (0)71 889 9080 or email art@frontlineresearchgroup.com or
Jack De Wet, Business Development Associate, jack.dewet@frontlineresearchgroup.com
