This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s 10 focus megatrends and insights as to how each trend has manifested in Nigeria.
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Overview:
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?
Scope
Businesses harness megatrends to renovate, innovate and disrupt
The drivers shaping consumer behaviour
Megatrends Framework
Digital living is rapidly spreading across Nigeria
Convenience
On-demand 30-minute delivery app Chowdeck caters to busy urbanites
Middle-class Nigerians will spend money to save time
Consumers enjoy the guarantees of in-store shopping
E-commerce provides flexibility and convenience
Digital living
Tecno drives 5G adoption in Nigeria with new Phantom V Flip 2 5G smartphone
Video gaming remains highly popular among Nigeria’s youth
Internet users are eager to protect their personal data
Younger generations are more open to sharing data in return for special offers
Nigerians still rely chiefly on personal connections for advice
Most consumers expect more face-to-face interactions in future
Diversity and inclusion
Women Radio 91.7’s new virtual assistant, Nimi, aims to empower Nigerian women
Millennials are the most actively involved in politics
Middle-class Nigerians are keen to embrace other cultures
Experience more
P65 Pop-Up Store provides immersive experiences to showcase Itel’s latest products
Consumers appreciate experiences of all types
Nigerians are more likely than global peers to value digital experiences
Personalisation
Nigerian brand Miskay Boutique offers personalised styling via its Miskay App
Millennials are keen to develop an online persona
The possibility for self expression is important to Nigerians
Premiumisation
Berger Paints innovates with Nigeria’s first eco-friendly premium matt paint
Millennials yearn for an easier life
Most are confident in their long-term investments, despite economic challenges
Nutrition and high quality are important attributes for shoppers
Pursuit of value
Jumia expands its BNPL offerings through new partnerships with CredPal and Easybuy
Baby Boomers are the thriftiest cohort
The cost-of-living crisis hits Millennials hardest
Nigerians show growing support for the circular economy
Millennials are the most intent on saving money
Shopper reinvented
Online grocery app Pricepally set to scale up its operations
Most consumers want personalised experiences
Nigerians continue to favour in-store shopping
Consumers enjoy engaging with brands on social media
Younger shoppers embrace social shopping
Sustainable living
Nestlé Nigeria steps up its efforts to meet sustainability goals
Nigerians are keen to support environmental and ethical causes
Older consumers are most likely to back local businesses
Wellness
Arla Foods launches evaporated milk products tailored to Nigerian families’ needs
Nigerians are looking for more nutritious food choices
Consumers remain highly aware of personal safety outside the home
Leverage the power of megatrends to shape your strategy today
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.
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