Nigeria

The COVID-19 pandemic has disrupted the consumer goods market in Sub-Saharan Africa, with recovery expected to take place over time. Consumers expenditure has been negatively affected, as value seeking consumers shift to essential products. The…

The global urban consumer landscape is increasingly complex and difficult to navigate. Which cities should you choose for your consumer business expansion? To answer this and other questions, we are introducing the Euromonitor International Cities…

The next billion consumers represent new growth opportunities worth trillions of dollars in consumer spending across the globe. However, the next billion consumers are not a monolithic cohort, as they vary hugely from market to market. In order to…

Economies in the Middle East and Africa experienced a downturn in 2020 after continuous expansion since 2015. The COVID-19 pandemic, coupled with slumping oil prices, has disturbed countries’ economic development and distorted public finances.…

The self-service cafeterias channel is not present in Nigeria and there are no signs that it will emerge over the forecast period.

The adoption of less restrictive COVID-19 measures in 2021 allowed street stalls and hawkers to resume their activities. While the economic shock of lockdown measures led many consumers to be more conservative in their discretionary spending, demand…

Charge cards had no presence in Nigeria over the review period. This is not expected to change over the forecast period. 

Store cards had no presence in Nigeria over the review period. This is not expected to change over the forecast period. 

Rampant corruption and poor enforcement of property rights continue to hinder Nigeria’s business environment, while heavy constraints on investment capital flow deter potential investors. Nevertheless, Nigeria ranks among the global leaders in labour…

Lack of economic diversification, soaring unemployment, and a persistently high inflation rate cloud the economic outlook for Nigeria. Despite rising government revenues due to elevated oil prices, public debt continued to increase over the year,…

Nigeria will remain the largest regional country and one of the biggest globally, as its population continues to be boosted by high levels of natural increase in 2021-2040. The country will also remain one of the youngest globally due to high birth…

Alcoholic drinks saw a moderate total volume decline in 2022, as weaker consumer spending power due to high inflation and the poor economy, alongside strong unit price increases, limited consumption. Nonetheless, many alcoholic drinks categories…

Beer recorded a total volume decline in 2022, as consumers reacted to the worsening economic conditions and high inflation by reducing their consumption. While the category performed quite well in volume terms over the review period even during…

Demand for cider/perry remains limited in Nigeria, as it not a product with which many local consumers are familiar. Indeed, such products only became widely available in Nigeria around a decade ago. However, cider/perry maintained total volume…

RTDs saw exceptional growth in total volume terms in 2021, which allowed the category to see a full recovery from the pandemic-induced decline in 2020. However, due to the negative economic conditions in 2022, particularly high inflation, which…

Spirits recorded solid total volume growth in 2022, despite poor economic conditions and strong rises in unit prices. Actual volume growth was driven largely by gin and bitters, which are categories dominated by economy brands. Whilst categories…

Demand for wine is quite limited in Nigeria, particularly in comparison with beer, but it increased rapidly in recent years. However, wine returned to decline in total volume terms in 2022, as the weak economy had a negative impact on consumption.…

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.

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and…

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

The Abuja in Nigeria report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

The Ibadan in Nigeria report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

The Kano in Nigeria report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration, wealth…

The Lagos in Nigeria report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

Volume sales in chocolate confectionery in Nigeria continue to trend downwards in 2023, following the considerable decline witnessed in 2022. The prevailing macroeconomic conditions in Nigeria, particularly rampant inflation, has persisted from 2022…

Retail volume sales of cigarettes in Nigeria declined marginally in 2022. This was mainly because steep increases in unit prices gave many smokers a greater incentive to quit or cut down, particularly as high inflation eroded purchasing power and…

Retail volume sales of cigars, cigarillos and smoking tobacco declined sharply in 2022. As with cigarettes, demand was depressed by steep price hikes resulting from tax increases and a spike in inflation caused by the depreciation of the naira, the…

2023 is witnessing a small drop in volume sales for gum in Nigeria, continuing on from the sharper decline seen in the previous year, 2022. The decline is primarily driven by soaring unit prices, catalysed by persistent inflationary pressures in the…

Ice cream consumption in Nigeria has taken a downturn in volume terms in 2023, following a significant drop in 2022. This decline can be largely attributed to the prevailing inflationary conditions spurred by a depreciated local currency and various…

The savoury snacks market in Nigeria is recording a decline in volume sales in 2023, primarily due to the heightened unit prices that have been sharply escalating since 2022. Inflationary pressures have negatively impacted consumer spending power,…

Overall demand for smokeless tobacco, e-vapour and heated tobacco products declined in Nigeria in 2022. The downturn was mainly explained by rapidly rising prices and the erosion of purchasing power among consumers as inflation soared due to the…

2023 is proving to be a challenging year for snacks in Nigeria, as high inflation continues. Decline in volume sales is affecting all categories, though generally at a much milder rate than was seen in 2022’s sharp fall. Inflationary pressures mean…

After years of robust volume growth, even under challenging economic conditions, sugar confectionery in Nigeria saw a significant downturn in 2022 in a trend that has carried on into 2023 albeit at a substantially more tempered pace. The main factors…

In 2023, the market for sweet biscuits, snack bars and fruit snacks in Nigeria is witnessing moderate downturn in volume sales, continuing the significant decline that began in 2022. This trend was largely driven by enduring inflationary conditions -…

While tobacco in Nigeria showed an improved performance in current value growth terms in 2022, this was mainly due to unit price hikes resulting from tax increases and inflationary pressures fuelled by the global recovery from the pandemic, the…

Despite population growth, computer and peripherals are expected to only register a marginal increase in volume sales in 2023. Continued high inflation, as well as a significant devaluation of the naira, is expected to reduce consumer purchasing…

The picture is expected to be bleak for consumer electronics in 2023, with overall volume sales expected to fall. A new government inherited a sluggish economy, record debt and shrinking oil output, due to creaking infrastructure. On foot of this,…

Despite a difficult economic situation, with continuing elevated inflation and significant devaluation of the naira, headphones is expected to register volume growth. This is largely driven by the popularity of mass TWS earbuds, which is expected to…

Home audio and cinema is expected to register a fall in volume sales in 2023. Continued high inflation, as well as a significant devaluation of the naira, is expected to reduce consumer purchasing power further. As a result, consumers focus on…

Home video is expected to register a fall in volume sales in 2023. Continued high inflation, as well as a significant devaluation of the naira, is expected to reduce consumer purchasing power further. In particular, currency devaluation has made…

Several factors are expected to lead to a double-digit volume decline in imaging devices. Continuing elevated inflation and significant currency devaluation has reduced consumer purchasing power and in particular has made imported product more…

In-car entertainment is expected to register further volume decline in 2023. There are several factors leading to the decline. Imports of cars is expected fall both for new and second-hard cars, as continuing elevated inflation and also a significant…

Overall mobile phones are expected to register volume decline in 2023. Continuing elevated inflation and also a significant devaluation of the naira leads to a significant fall in consumer purchasing power. In particular, currency devaluation has…

While media players and e-readers are expected to suffer volume decline, wireless speakers are expected to register a healthy increase in volume sales. Demand for these devices is due to their portability, and connectivity to smartphones, which…

Wearables are expected to be the standout performer in 2023, registering double-digit volume growth and that is despite continuing high inflation and also significant currency devaluation, which is making imported products even more expensive.…

Lagos and Abuja emerge as vibrant economic centres in Nigeria, with Abuja showcasing potential for future growth and witnessing the fastest population increase from 2022 to 2027. Maiduguri is poised to excel as the city with the highest digital…

Nigeria's consumer income growth is expected to lag behind the regional average over 2022-2027, double-digit inflation and elevated unemployment hindering income gains. Climate change and persisting war in Ukraine add to rising food prices,…

In Nigeria, the number of households is expected to see a moderate increase from 2022 to 2027, with couples with children remaining the predominant household type. In 2022, household spending was impacted by an inflation rate of 18.8%, leading to…

Weakness in the rule of law is negatively impacting economic freedom in Nigeria, as does pervasive corruption. Significant reliance on the oil sector can lead to volatile economic development, whilst persistently high inflation is adversely affecting…

Nigeria’s population is projected to expand by 47% between 2022 and 2040, driven by natural increase, with a median age of 21 years dominated by Gen Alpha. The ongoing urbanization is largely unplanned, resulting in the proliferation of slums and…