Syndicated Retail Audits for FMCG Products in Kenya

Frontline Research Group (FRG) have been conducting retail audits in the alcoholic beverage industry in Kenya, for many years, and are now interested in syndicating, and expanding, these retail audits, into various other sectors within Kenya’s FMCG market.

In particular, they are venturing into confectionery, canned food, dairy, tobacco, soft drinks, and energy drinks, aiming to provide comprehensive insights and analysis in these industries as well.

FRG’s decision to diversify their retail audits, is driven by their commitment to catering to the evolving needs of FMCG companies, across different sectors. With their established experience and success in the alcoholic beverage industry, they are well-equipped to apply their methodologies and expertise within these new areas.

Steve Johnson, Managing Director at FRG International, says,  “By syndicating our retail audits, Frontline Research Group offers businesses access to valuable data, insights and experience. Companies can gain a deeper understanding of market trends, consumer preferences, and competitor activities, specific to their respective sectors, at a lower cost.”

What A Retail Audit Has to Offer

Frontline Research Group has a deep understanding of the regulatory landscape, market trends, and consumer preferences, specific to Kenya, and they have the ability to assess brand visibility and market presence.

By conducting detailed retail audits, they provide companies with insights into market share and volume, sales trends, product availability, and visibility on competitor activity. This information is vital as it helps them gauge their market reach, identify potential opportunities and threats, and ensure that their products are readily accessible to consumers, and thereby place them in a position to gain a competitive advantage.

Why join a FRG syndicate?

FRG already have extensive experience in Kenya, as well as a thorough understanding of the FMCG industry, throughout the continent.  Their ability to expand their current retail audits into new sectors is a relatively simple matter.

“A syndicated approach to retail audits makes very good financial sense as the cost of collecting much of the data may be shared across the participants.  Many of the FMCG products share common characteristics in the supply chain and so tracking costs may be reduced per product,” adds Steve.

Should you be interested in joining a syndicated Retail Audit please contact Steve Johnson, MANAGING DIRECTOR, on +230 5493 6376 or