While traditional markets and small shops still dominate, modern supermarkets, convenience stores, and online platforms are steadily gaining ground, especially in cities like Kigali and Gisenyi. As such, the climate of the retail and consumer market in Rwanda is taking a new shape. Urban life is expanding and incomes are rising; understanding the modern Rwandan shopper has become critical for brands aiming to compete in this new landscape.
With increasing focus on local manufacturing due to the government-backed “Made in Rwanda” movement, more Rwandan-made products are appearing on shelves, and this serves as one of the strongest forces shaping retail trends. Yet, understanding how shoppers view these products and what drives them to choose local or foreign goods requires data. Market research agencies now play a key role, helping brands navigate consumer preferences, price sensitivities, and cultural motivations.
Rwanda’s digital infrastructure is also driving change, with e-commerce growing fast and projections suggesting the sector will reach $373.7 million by 2025. Mobile money remains the dominant payment option. Brands looking to succeed online must understand digital shopping behaviour, payment preferences, and what influences online trust.
To gather this data, agencies use mobile surveys, focus group discussions, in-person interviews, and even in-store observations. These tools help brands discover why Rwandans buy certain products, how price and packaging affect decisions, and what gaps exist in the market. Continuous retail audits and shopper panels also provide real-time data on sales and competition.
Consumer Insight Africa (CIA) is one firm helping brands decode Rwanda’s shopper. Through home visits and ethnographic studies, they capture real consumption patterns and provide actionable insights tailored to Rwanda’s unique context.
In thisconstantly evolving landscape, success belongs to brands that listen to the Rwandan shopper. Data-driven strategies are no longer optional; they are required for any business seeking to expand in Rwanda’s retail and consumer goods sectors.
