MANUFACTURING
UNDERSTANDING MARKETS, PRODUCTS AND THE PEOPLE WHO USE THEM
Our manufacturing sector work helps businesses understand market opportunities, consumer demand, product performance, positioning and the factors that influence adoption.From market assessment and sizing to product testing and concept evaluation, we provide evidence to support better product and commercial decisions.
MANUFACTURING PROJECTS
01
Mayonnaise Product Testing
2026 | Kigali, Rwanda
Client: ATAMA Insights on behalf of Flora Food Manufacturing (The manufacturers of Blue Band) Kenya Limited
The Project
A product testing study conducted in Kigali, Rwanda among consumers of mayonnaise and chefs from leading restaurants.
The study tested a mayonnaise product prototype using a sensory product testing approach. Participants evaluated sensory attributes including taste, aroma and mouthfeel, comparing the client product against three competitor brands.
Participants were also asked to select a winning brand based on their product experience.
What the study examined
- Consumer response to the mayonnaise prototype
- Sensory attributes including taste, aroma and mouthfeel
- Performance of the client product against three competitor brands
- Product preference
- The winning product based on consumer and chef evaluation
02
Market Assessment, Positioning & Concept Testing
2025–2026 | Nigeria
Client: Sight and Life (SAL)
Status: Ongoing
The Project
A study designed to evaluate the market size of two FMCGs in the Nigerian market while also testing consumer reception of a new improved food concept.
The new concept is based on improved food products developed using proven and safe scientific food technologies.
What the study examined
- Market size
- Consumer reception of the new food concept
- Response to improved food products
- Consumer acceptance of the proposed concept
03
Market Assessment & Concept Testing for Energy-Saving Electric Stoves
2025–2026 | Kenya
Client: Consortium of Access 2 Energy Institute, Burn Manufacturing, Kenya Power and Lighting Company and Maseno University
The Project
A market assessment and concept testing study focused on improved induction and pressure cookers, with particular attention to consumer attitudes and perceptions around reducing electricity consumption.
The study also examined the introduction of rebates intended to encourage the adoption of electric cooking appliances.
What the study examined
- Consumer attitudes toward improved induction cookers
- Consumer attitudes toward pressure cookers
- Perceptions around reducing electricity consumption
- Consumer response to rebates
- Factors that could encourage adoption of electric cooking appliances
04
Product Testing & Market Assessment for Infant Instant Cereals
2022–2024 | Kenya, Uganda, Tanzania, Ethiopia & Rwanda
Client: Africa Improved Foods
The Project
A multi-country market assessment covering market sizing and brand positioning for a new infant cereals brand.
The work was conducted over three years, from 2022 through 2024, across five African markets.
What the study examined
- Market size
- Market opportunity for infant instant cereals
- Brand positioning
- The market context for a new infant cereals brand
- Multiple African markets
Geographic coverage
Kenya | Uganda | Tanzania | Ethiopia | Rwanda
05
Product Testing — Personal Care
2023 | Ethiopia
Client: Thetha Insights SA on behalf of Unilever
The Project
A product testing study for women’s skincare products, specifically face and body lotion.
The study was designed to understand consumer experiences and expectations in comparison with existing similar products in the Ethiopian market
What the study examined
- Consumer experience with face and body lotion
- Consumer expectations
- Comparison with existing similar products
- Consumer perceptions of skincare products in the market
06
Market Assessment & Sizing — Personal & Home Care
2022 | Ethiopia
Client: East African Lion Brands on behalf of Zeleman Communications Advertising and Productions PLC
The Project
A multidimensional study covering product usage and attitude, market sizing, trade scan and brand positioning.
The study covered two broad categories:
Personal Care
- Vaseline
- Glycerin
- Hair oil
- Hair food
- Shampoos
- Conditioners
Home Care
- Laundry soap
- Detergent powder
- Liquid detergent
The study examined the respective sub-categories within these product groups.
What the study examined
- Product usage
- Consumer attitudes
- Market size
- Trade environment
- Brand positioning
- Personal-care categories
- Home-care categories
07
Feasibility of LPG in Ethiopia
2018 | Ethiopia
Client: Libya Oil (Oilibya) Ethiopia Limited on behalf of WAAS International
The Project
A comprehensive market assessment examining the key market drivers for LPG in Ethiopia and how these could be used to develop a value proposition suited to target users and handlers of the category.
The study also investigated current challenges and unfulfilled needs and expectations at both consumer/user and industry levels.
The study covered
- Key LPG market drivers
- Value proposition development
- Target users and handlers
- Consumer needs and expectations
- Industry-level needs and challenges
- LPG market size and potential
- Current annual LPG sales volumes
- Suppliers
- Institutional, factory, hotel and household sectors
- Local and imported products
- Import statistics
- Declared import volume and prices
- Import costs
- Transport costs
- Different entry points into Ethiopia
From product ideas to market opportunities.
Our manufacturing experience spans market assessment, market sizing, product testing, concept testing, consumer experience, brand positioning and category analysis across multiple African markets.