Market Intelligence
for FMCG

The core Market Intelligence needs of FMCG companies

Consumer research in FMCG

Understanding the consumer is the foundation of every FMCG decision, from product development to pricing, from packaging to communication. FMCG consumer research programmes typically cover:

• Consumer panels: continuous tracking of purchasing behaviour, product usage, switching patterns and category dynamics across representative consumer samples; the most reliable source of truth on what is actually happening in market
• Usage and attitude (U&A) studies: periodic deep-dives into how consumers use products, what drives their choices, how they perceive brands and categories, and what unmet needs exist; the strategic compass for product and portfolio decisions
• Concept and product testing: structured evaluation of new product concepts, formulations, packaging or price points before market launch, reducing the risk of commercially costly failures
• Segmentation studies: identifying distinct consumer segments by behaviour, attitude, income level or usage occasion to inform targeted brand and product strategies

Brand tracking in FMCG

In a sector where brand equity is a primary commercial asset, continuous brand tracking is essential. A robust FMCG brand tracking programme monitors:

• Awareness: spontaneous and prompted brand awareness across target segments and geographies, benchmarked against direct competitors
• Image and positioning: the brand attributes spontaneously and explicitly associated with the brand by consumers; the foundation of positioning strategy and communication briefing
• Trial, usage and loyalty: the proportion of consumers who have tried, currently use and habitually choose the brand; the commercial conversion funnel from awareness to loyalty
• Purchase preference and intent: the proportion of consumers who would choose the brand first at next purchase occasion; the leading indicator most directly correlated with market share evolution

Retail execution monitoring

In FMCG, the best brand strategy is defeated by poor distribution. Retail execution monitoring measures the gap between the distribution and merchandising plan and the reality observed on the shelf:

• Distribution tracking: is the product listed and physically available at the intended points of sale? What is the weighted distribution coverage across outlet types?
• Shelf placement and facings: is the product in the agreed shelf location, at eye level where applicable, with the correct number of facings?
• Pricing compliance: is the product sold at the intended recommended retail price? Are promotions executed at the agreed discount?
• Visibility and promotional execution: are secondary placements (end caps, floor stands, shelf talkers) in place as planned? Are promotional displays correctly installed?

IMMAR's iMetrics platform conducts structured retail execution audits across African and Mediterranean markets, covering both formal retail (supermarkets, superettes, modern trade) and, where client intelligence programmes require it, informal trade channels.

Competitive advertising intelligence

FMCG is one of the most advertising-intensive sectors across all African markets. Tracking competitor advertising activity is a strategic necessity for any brand management team:

• Investment monitoring: tracking estimated advertising spend by competitor brand across press, TV and radio, enabling calibrated budget allocation decisions relative to sector norms
• Share of Voice analysis: measuring each brand's proportion of total category advertising investment; the competitive advertising positioning indicator most directly linked to brand health trends
• Creative tracking: systematic collection of competitor advertising creatives to analyse message strategies, product claims and communication evolution over time

IMMAR's Adtrics platform delivers this competitive advertising intelligence across African and Mediterranean markets, covering media channels that international monitoring systems frequently miss in these geographies.

FMCG Market Intelligence in Africa, specific challenges

• The role of informal retail: a significant share of FMCG distribution in African markets flows through informal channels, traditional markets, small neighbourhood stores, mobile traders, that standard retail audit methodologies are not designed to capture; intelligence programmes must be adapted to reach these channels
• Multi-tier distribution complexity: the chain from manufacturer to end consumer typically involves importers, national distributors, regional sub-distributors and final retailers; each layer introduces potential gaps between the intended commercial plan and market reality
• Local and regional competitors: international FMCG brands compete not only against global peers but against strong local and regional manufacturers who understand local taste profiles, price sensitivities and distribution dynamics intimately; intelligence programmes must systematically monitor this competitive set
• Income heterogeneity: significant variations in purchasing power within and across markets require differentiated product architectures, pack sizes and price ladders; consumer research must capture this segmentation to inform portfolio strategy effectively
• Media fragmentation: the FMCG advertising landscape in Africa spans TV, radio, print, outdoor and rapidly growing digital platforms; competitive monitoring must cover this full spectrum to produce reliable Share of Voice data