Cooking oil leads consumer purchasing habits across key African markets, with 70% of survey respondents identifying it as a primary staple item.
Findings from the GeoPoll Annual Report — The FMCG Landscape in Africa 2026, which surveyed consumers across Kenya, Nigeria, and South Africa, highlight the core food items dominating household shopping carts.
Following cooking oil, sugar ranks as the second most purchased item at 64%, closely followed by carbohydrate staples like rice, pasta, and noodles at 62%.
Bread remains a major daily essential for 60% of shoppers, while flour and baking mixes account for 42% of consumer purchases.
Items further down the spending list include legumes—such as beans and green grams—and condiment products—including ketchup, mayonnaise, soy sauce, and spices—both standing at 33%.
Breakfast cereals, including corn flakes and oats, round out the tracked categories at 30%.
The survey also points to specific demographic purchasing patterns within individual markets.
In Kenya, women show a significantly higher tendency to purchase legumes compared to men, with 50% of female respondents buying items like beans and green grams compared to just 33% of male respondents.
