The outlet base was counted
Traditional trade in Tanzania
Tanzania is the market in the Native footprint where the outlet base was counted rather than modeled.
Just over 99,000 outlets geolocated, profiled and photographed through street-level capture, covering 73 percent of the country.
- 99K+
- Outlets enumerated
- 73%
- Of the country covered
- 14
- FMCG categories measured
- Ward
- Level at which density is read
[ Tanzania at a glance ]
- Channel weight
- Food sales in Tanzania run as high as 90 percent through dukas, open-air markets, street vendors and kiosks.
- Outlet universe
- Just over 99,000 Tanzanian outlets have been geolocated, profiled and photographed through street-level capture.
- Coverage
- Native's enumerated Tanzanian outlet base covers 73 percent of the country.
- Where the volume sits
- Tanzanian traditional trade is concentrated in the rural and peri-urban areas where most Tanzanians live.
- Logistics
- Dar es Salaam Port handles over 90 percent of Tanzanian cargo traffic, and the road network reached 144,430 km in 2025.
- Measurement
- Numeric distribution across 14 FMCG categories in Tanzania is calculated against an observed outlet base rather than an estimate.
The trade in Tanzania
Food sales run as high as 90 percent through dukas, open-air markets, street vendors and kiosks, concentrated in the rural and peri-urban areas where most Tanzanians live. That is not the residual left after modern trade.
[ That is the market, and it is now enumerated rather than estimated. ]
/a
Dukas and kiosks
Dukas, open-air markets, street vendors and kiosks carry food sales at up to 90 percent.
/b
Rural and peri-urban
The volume sits where most Tanzanians live, not where modern trade concentrates.
/c
Enumerated, not estimated
Each outlet carries channel classification, supply profile, merchandising condition and operational detail.
90%
of Tanzanian food sales can run through dukas, open-air markets, street vendors and kiosks.
How stock reaches the shelf
Dar es Salaam Port handles over 90 percent of cargo traffic, and the road network has been extended into secondary towns along the Central and Northern Corridors. Physical reach has improved faster than anyone's ability to say what is actually on the shelf when the truck arrives.
Supply
Dar es Salaam Port
Over 90 percent of cargo traffic enters the country through a single port.
Decision
Corridor and territory
The road network pushes reach into secondary towns along the Central and Northern Corridors.
Outcome
The shelf
Physical reach improved faster than the ability to read what it delivered.
- Reach into secondary towns has widened along the Central and Northern Corridors.
- A truck arriving is not the same as a SKU on the shelf.
What conventional measurement misses
Most expansion cases here carry a universe estimate and a confidence interval nobody states out loud.
The road network reached 144,430 km in 2025, up from 108,946 km in 2020, so reach kept extending while the read on what it delivered did not. With an observed base, field force sizing, territory design and distributor targets are calculated against real density at ward level.
Tanzania's road network.
14
FMCG categories where numeric distribution becomes a measurement rather than a claim.
With an observed base, numeric distribution is a measurement and not a claim.
How Native reads Tanzania
The enumerated map is what makes everything above it defensible. Field force sizing, territory design and distributor targets rest on observed density at ward level rather than on a modeled universe, and Ratio One measures whether share followed the action taken.
- 99K+
- Outlets in the enumerated map
- 73%
- Of the country covered
- 14
- FMCG categories measured