“Gaining a competitive edge in the retail industry is becoming harder than ever,” says Steve Johnson, Managing Director of Frontline Research Group (FRG). “To stay ahead, businesses need to understand exactly where their products are, how they’re reaching consumers, and where new opportunities lie. That’s where retail census research makes all the difference.”
As markets evolve and consumer behaviours shift, success is no longer just about having a great product—it’s about having the right route-to-market strategy. Understanding how efficiently and effectively your products reach consumers is key to growth, and retail census research is one of the most powerful tools available to achieve this.
Steve adds, “Over the years we have worked in most African countries and have plenty of data on retail outlets that we keep up to date with on going research. This data is available and may be packaged so suit the needs of FMCG companies and their budgets”
The foundation of efficient distribution
For any FMCG company, success depends on how efficiently and effectively products move through the distribution chain. But how can you be sure your route-to-market strategy is performing at its best? How do you know whether your distribution is reaching the right outlets—or missing key opportunities?
“The only way to know if your route to market is truly working is to measure it,” explains Steve. “Without data, you’re relying on assumptions. A retail census gives you visibility into every outlet that could be selling your product, and that’s where competitive advantage begins.”
A retail census is a comprehensive study that maps, profiles, and analyses retail outlets across markets. It identifies where products are being sold, what brands are available, who the key competitors are, and which channels offer the greatest potential for growth. It’s an essential resource for any company that wants to plan smarter, sell better, and grow faster.
Frontline Research Group: Leaders in measuring emerging markets
Frontline Research Group has been at the forefront of retail measurement in emerging markets for decades. As developing economy experts, FRG understands the complex, fast-changing dynamics of African and other emerging markets better than anyone.
With an extensive database of over 5 million retail outlets across Africa, FRG already possesses one of the continent’s largest and most detailed retail datasets. This rich foundation of knowledge allows the company to offer customised Retail Census solutions that are both comprehensive and flexible—tailored to meet specific regional focuses and business budgets.
“Our database is a living, breathing resource,” says Steve. “It’s updated constantly by our field teams and provides a unique picture of trade in Africa’s developing markets. Whether you need data for a single region or the entire continent, we can deliver insights that drive growth.”
FRG’s Retail Census solutions are designed to answer the questions that matter most to your success:
- Where are the outlets that should be stocking my product?
- Who am I competing against within these outlets?
- How is my product reaching key customers?
- Which channels should be prioritised in my distribution strategy?
By sending expert field teams into the market and combining new data with its extensive existing database, FRG provides the real-world insights your business needs to refine its distribution strategy, optimise routes to market, and improve efficiency.
Turning insights into competitive advantage
“In emerging markets, the difference between success and failure often comes down to knowledge,” Steve concludes. “A retail census takes the guesswork out of decision-making and gives businesses the clarity they need to act with confidence.”
In a world where market shifts are constant and competition is fierce, understanding your retail landscape isn’t optional—it’s essential. A Retail Census provides the clarity you need to make informed, data-driven decisions about where to focus your resources and how to grow your market share.
Whether you need detailed insights across the continent or targeted data for a specific region, Frontline Research Group can provide retail census data and analytics to suit your objectives and budget.
Let Frontline Research Group help you unlock the potential of your retail network.
Contact Steve to learn more about our Retail Census solutions and how we can help your business achieve measurable growth and lasting efficiency. Steve Johnson, Managing Director at Frontline Research Group on Tel: +230 5493 6376 or email: steve@frontlineafrica.com I Art Janse van Rensburg, Executive: New Business Sales, on Tel: +27 (0)71 889 9080 or email
