Consumer Lifestyles in Nigeria

October 2022

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in Nigeria.

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This report comes in PPT.


Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Nigeria report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Nigeria report answers:

  • How is the consumer mindset in Nigeria changing? In Nigeria, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Nigeria purchase decisions?
  • Where and how do consumers shop in Nigeria?
  • What health-related activities do consumers in Nigeria participate in?
  • What megatrends should I focus on in Nigeria (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer landscape in Nigeria 2022
Life priorities
Priority for spending more “me-time” higher than global average
Time for work much more of a priority for Nigerians than global average
Consumers value goods and services that help them stand out
Unique experiences and tailored products appeal to all generations
Consumers are geared towards trying new products and services
Baby boomers like to be engaged with brands
Home life
A high percentage of Nigerians frequently study at home
Fewer Gen Z respondents say they regularly work at home compared to other generations
Eating habits
Ready meals are a popular alternative to home-cooked food / A high proportion of baby boomers eat at a restaurant every week
Consumers actively select foods that offer health and nutritional benefits
Gen Z leading the shift – although small – to a more flexitarian diet
Consumers eat more snacks in the evening at weekends
Working life
Nigerians’ answer to high unemployment is to start their own company
Gen Z have greater expectations to be self-employed than other cohorts
Leisure habits
All generations feel comfortable regularly socialising with friends online
Nigerians also enjoy sporting events and going to the cinema
Baby boomers are the most avid leisure shoppers of all generations
Baby boomers take more international trips than other cohorts
Health and wellness
Nearly 60% of female respondents take vitamins/supplements every day
Sustainable living
Over 80% of respondents trying to have a positive impact on the planet
Climate change is a bigger concern for baby boomers
Shopping habits
Consumers focus on quality over quantity and like to shop in malls
Buying fewer but higher-quality products is important to millennials
Nigerians far more reliant than global counterparts on friends/family for recommendations
Independent reviews next best thing to family/friends' recommendations
Consumers motivated to shop in-store by convenience and immediate purchase
Millennials motivated to shop in-store by convenience of store location
Online shoppers motivated by ability to shop at a time that suits them
Millennials and Gen X like the “anytime, anywhere” options that online shopping offers
Spending habits
High percentage of younger consumers expect to increase spending on clothing/footwear
Nigerian consumers are looking for ways to save more money in the future
Privacy and data sharing management important to many Nigerians
Baby boomers more likely to share their data to receive personalised offers
High reliance on mobile internet drives smartphone ownership
Smartwatch and fitness wearable/health tracking ownership on a par with global rates
Nigerians visit online health-related sites more than the global average
Online video-gaming low compared to visiting social networks

Buy Conumer Lifestyle overview reports to:

Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!