Nigeria

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Nigeria. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Nigeria StatisticsConsumer Lifestyles in NigeriaNigeria Country BriefingsFuture Demographics: Nigeria in 2030

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    Apparel and Footwear in Nigeria

    Mar 2020

    A weak economy up to 2019 and high prices caused by a depreciated local currency limited growth in apparel and footwear in Nigeria; however, it is still very much an emerging category that has strong scope to grow amongst the large pool of consumers ...

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    Sportswear in Nigeria

    Mar 2020

    Sportswear offers strong growth potential in Nigeria as it is still not yet a mature category. Its growth will be boosted by the large and fast-growing young population, with more than 50% of the country’s population being below the age of 30. ...

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    Childrenswear in Nigeria

    Mar 2020

    The strong growth of the population of children is helping to boost sales of childrenswear in Nigeria. The population aged 0 to 14 years is also expected to increase well over the forecast period. The rapid rate of urbanisation in Nigeria further ...

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    Footwear in Nigeria

    Mar 2020

    Footwear is expected to perform well over the forecast period as the urban population continues to grow fast and economic recovery means more consumers are able to afford higher-priced brands. A strong local production of footwear in Nigeria (unlike ...

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    Menswear in Nigeria

    Mar 2020

    Whilst the weak economy since 2016 negatively impacted growth in Nigeria, particularly as harsh price increases were caused by the rise in the US dollar, an improved economy over the forecast period will help to drive growth for menswear to 2024....

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    Hosiery in Nigeria

    Mar 2020

    Hosiery demand is fuelled by a growing urban population that increasingly uses footwear that needs hosiery as a complement, including professional workers who wear formal footwear. However, it is one of the slowest-growing categories in apparel as ...

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    Apparel Accessories in Nigeria

    Mar 2020

    Recent consumer price sensitivity has negatively impacted apparel accessories sales in Nigeria. Since many customers see accessories as only additional, non-essential products, the category struggles in tough economic periods. However, economic ...

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    Womenswear in Nigeria

    Mar 2020

    A weak economy over the review period impacted womenswear sales in Nigeria, especially as more consumers reverted to second-hand clothing as incomes declined. Over the forecast period, as the economy returns to growth and disposable incomes increase,...

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    Jeans in Nigeria

    Mar 2020

    A young and urban population is expected to continue driving demand for jeans, which have become a must-have fashion item, over the forecast period. Whilst the category’s growth potential was weakened by a slow economy since 2016, economic recovery ...

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    Country Profile

    Country Profile

    Nigeria: Country Profile

    Mar 2020

    Nigeria’s economy will experience moderate growth in 2019. A looser fiscal policy, public spending and stronger household consumption, following an expected increase in the minimum wage, should be important drivers. The slide in oil prices and cuts ...

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    E-Commerce in Nigeria

    Feb 2020

    In 2019, an increasing number of consumers had internet access – set to spur the growth of e-commerce over the forecast period. The growing affordability of smartphones and growing incomes increased smartphone users, a factor which will be vital for ...

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    Retailing in Nigeria

    Feb 2020

    In 2019, strong growth was recorded in the Nigerian retailing landscape. This growth was drive by the positive results recorded from e-commerce, mobile e-commerce, food and drink e-commerce and variety stores....

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    Supermarkets in Nigeria

    Feb 2020

    Supermarkets recorded solid value growth in 2019, as it is one of the main modern grocery channels, where consumers of different ages and incomes shop for their daily household needs. This is boosted by supermarkets presence in most neighbourhoods ...

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    Home and Garden Specialist Retailers in Nigeria

    Feb 2020

    The growth of the Nigerian economy, following on from weak growth over 2016-2018, drove sales of home and garden specialist retailers in 2019. Over the forecast period, increasing employment and business activities are expected to lead to workers ...

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    Health and Beauty Specialist Retailers in Nigeria

    Feb 2020

    Health and beauty specialist retailers are growing at a fast past in Nigeria, due to the importance of healthy living and the increase in females purchasing cosmetics and appealing fragrances....

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    Convenience Stores in Nigeria

    Feb 2020

    As the rise of urbanisation continues, the convenience store channel benefits from the increasing demand for convenient shopping. Busy consumers are more likely to demand modern retail formats which offer a wide range of products under one roof, so ...

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    Hypermarkets in Nigeria

    Feb 2020

    The ease of making bulk purchases from a wide variety of products, partnered with easy car parking facilities and a pleasant environment drove the growth of hypermarkets across 2019 - encouraging consumers to shift towards the modern retail channels....

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    Mobile E-Commerce in Nigeria

    Feb 2020

    The telecommunications industry continued to expand in 2019, significantly supported by mobile phone usage across the country. Demand for smartphones has been increasing, particularly for those with larger screens, which are more comfortable for ...

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    Country Report

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    Department Stores in Nigeria

    Feb 2020

    The slow economic growth over the review period negatively impacted sales of department stores....

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    Electronics and Appliance Specialist Retailers in Nigeria

    Feb 2020

    Electronics and appliance specialist retailers posted strong growth over much of the review period, but a drop in money in circulation and the slow growth of the economy since 2016 impacted the channel’s performance. Most consumers in the ...

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