NEWS12 February 2014

Kantar Worldpanel expands to Nigeria, Kenya and Ghana

Middle East and Africa News

NIGERIA — Kantar Worldpanel has partnered with Kantar group sister company TNS RMS to launch consumer purchase panels in Nigeria, Kenya and Ghana.

Lagos Nigeria

A traditional street market in Lagos, Nigeria

In Nigeria – “a key market for global FMCG companies” – an existing 3,000-household panel has been re-launched, while the panels in Kenya and Ghana are fresh launches.

All three panels provide data on consumer behaviour by region, social class, household size and age of the main household purchaser.

Kantar Worldpanel explained in a statement that the new panels represent the first stage of a planned expansion into Africa.

Josep Montserrat, global CEO, said: “With a population of more than one billion and set to increase 50% by 2030, Africa is an important growth market for global FMCG companies and represents a significant new business opportunity. We want to enable our clients to find and access these high growth markets, which is why we have expanded to Africa.”