And why brands need to pay attention.
Africa is one of the fastest-growing consumer markets in the world – but it’s not business as usual anymore. In May 2025, GeoPoll conducted a study with over 2,500 consumers in three key African markets to understand what’s really driving their decisions in 2025. From the study, we can report deep shifts in behavior, expectations, and buying habits compared to previous similar studies.
If you’re responsible for growing a brand, launching a product, or owning market share, these are the changes you can’t afford to ignore.
Here are four big insights (among many more) from the FMCG & Consumer Insights in Africa 2025 report. The full report breaks down trends across ten FMCG categories and goes into critical differences by country, demographic, and channel.
1. Quality is the New Currency – across all FMCG categories
Across ALL ten FMCG categories studied, quality was the #1 factor driving purchase decisions, even above price and brand clout. Consumers in 2025 are choosing brands they trust, not just ones they can afford, even in staples like oil and sugar.
What this means for your brand:
Consumers are willing to pay more for trusted, safe, and effective products. Your brand’s integrity, consistency, and performance matter more than ever. If you’re competing solely on price, it might be time to rethink your value proposition.
2. The Omnichannel Battlefield: Supermarkets Are Winning- but Informal Channels Still Rule
Yes, supermarkets still lead the top purchase point in most categories. Yet informal outlets such as dukas, spazas, kiosks, and open markets are alive and thriving. And online channels, while small now, are gaining share, especially in beauty and packaged food.
What this means for your brand:
Winning in Africa means building an omnichannel strategy: maintain visibility in supermarkets, but don’t ignore the informal market where loyalty and convenience often reign or the emerging digital paths – you will leave revenue on the table.
3. There’s Growth Hiding in Plain Sight
Want to know where the next battle for consumer attention is? Look at categories with high non-consumption:
- 25% of consumers don’t buy beauty products
- 27% skip packaged food entirely
There are two ways to look at it as a brand – keep off, or take it as an opportunity!
What this means for your brand:
Brands that tailor their pricing, packaging, or awareness campaigns to these untapped segments can unlock a real competitive advantage.
4. Online Shopping Is Small but Growing-Fast
Online purchases remain under 5% in most categories, but in segments like beauty (10%) and packaged food, digital is a big option and is gaining real ground.
What this means for your brand:
Forward-thinking FMCG companies should begin investing in omnichannel strategies, particularly in urban centers where mobile usage is highest. It’s not about e-commerce dominance – it’s about early-mover advantage.
Get the Full Report
These are just a few of the findings from our new report: FMCG & Consumer Insights in Africa 2025
The comprehensive, 38-page report covers:
- 10 product categories: non-alcoholic drinks, alcoholic drinks, dairy products, snacks, staple foods, fresh and chilled foods, packaged food, personal care and hygiene, household care products, and beauty products and in-depth breakdowns of influencing factors, purchase channels, and country comparisons
- Real consumer data from Kenya, Nigeria, and South Africa
- Strategic takeaways for marketers and brand teams
Get the report for free on your email by filling out this quick form:
Or, if you’d like to explore how your brand stacks up or run a similar study, we can deliver results within hours. Contact us today to get started.
