Detailed analysis and strategic insights on 99 000 outlets in Tanzania

According to the World Bank, about two thirds of Tanzania’s population live in rural or deep rural areas.  Tanzania also lacks a formal retail shopping culture and it is estimated that up to 90% of food and beverage sales occur through traditional small stores, street vendors and unregulated markets.

The retail sector has shown some formalisation since the 1990s but with a limited growth in formal wholesale and retail of food in major towns and cities.

The retail industry typically involves wholesalers importing goods in bulk from the manufacturers or other wholesalers and then transporting the goods to bonded warehouses where they are later distributed to informal or traditional retailers in the local market.

The vast majority of retail outlets have no formal address or contact details and have no visible name boards, which makes identification extremely difficult.

A structured understanding of Tanzania’s retail industry

The Frontline Research Group, who are experts in the traditional trade in emerging markets, have recently completed a Retail Trade Census of Tanzania in which over 99 000 outlets were geopmapped, photographed and profiled.

Steve Johnson, Director of New Business at the Frontline Research Group, says, “Our census wasn’t just about locating outlets but also about gathering as much information on each outlet as possible, within a short timeframe.”

This data has enabled the Frontline Research Group to develop a detailed analyses on the Tanzanian retail industry and thus provide strategic insights to companies wanting to expand operations or enter this market.

“Our data is provided on interactive routable road map of Tanzania. Users can drill down by location or trade channel to see volumes, store segmentations or market share and we have numeric distribution in 14 different FMCG categories,” adds Steve.

For those in or entering the Tanzanian retail sector it is essential to understand how Route To Market (RTM) works and how to optimize operations in the informal trade.

Steve says, “The RTM solutions can be quite overwhelming and complex for a new entrant but, thanks to our data, knowledge, skills, experience and tools, we are able to create a solution, quickly and efficiently.”

Looking for a detailed analyses and strategic insights?

Please contact Liesl Pearson on +27 (0)82 441 7331 or for more information or a demonstration.