Nigeria

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…

Despite some progress on corruption, economic freedom remains constrained, but public finances are sustainable. Inflation has been exacerbated by the removal of state subsidies, causing the economy to struggle, whilst the export base remains highly…

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,…

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,…

Inflationary pressures will continue to impact the market for wound care in Nigeria in 2024. Such products are still not widely regarded as essential in the country, with many consumers not stocking these products at home. In some households,…

The weight management and wellbeing sector in Nigeria is expected to see significant growth in current value terms in 2024. However, volumes are anticipated to decline due to inflationary pressures that have weakened consumer spending power. Rising…

The market for vitamins in Nigeria is expected to experience a sharp decline in volume sales in 2024, continuing the trend of the previous year. This is due to poor economic conditions, which have weakened consumer spending power and shifted focus…

Paediatric consumer health is set to dynamic strong current value growth in Nigeria in 2024, following an even more robust performance in 2023. However, sales will decline in both volume and constant value terms, largely due to inflationary pressures…

Herbal/traditional products maintain a significant role in Nigeria, with many traditional remedies passed down through generations. These alternatives are widely embraced by consumers, not only for their perceived safety but also for their…

In light of ongoing economic challenges and steep price increases, volume demand for eye care is expected to decline sharply in 2024, continuing the trend of the previous year. Consumers in Nigeria are highly sensitive to the pricing of eye care…

In 2024, the performance of digestive remedies in Nigeria will be significantly hindered by adverse economic conditions, particularly high inflation, which has made products in this category increasingly unaffordable. Many consumers, facing reduced…

Dietary supplements is projected to experience strong current value growth in 2024, building on the momentum established in 2023. This growth is primarily driven by rising unit prices, a consequence of the overall inflationary environment in the…

The market for dermatologicals in Nigeria is projected to experience strong growth in current value terms in 2024, though volume sales are expected to decline due to significant increases in unit prices. However, despite high price sensitivity due to…

The market for cough, cold, and allergy (hay fever) remedies in Nigeria is projected to see significant current value growth in 2024, continuing the momentum from 2023. This growth, however, is largely driven by rising prices due to high inflation…

The consumer health market in Nigeria remains severely impacted by high inflation, following a sharp rise in fuel costs and currency depreciation in 2023. Import-dependent categories like vitamins and dietary supplements have faced even stronger…

Analgesics is set to witness a significant increase in unit prices in Nigeria in 2024, continuing the trend of the previous year. This escalation is attributable to a combination of factors, including high inflation, the devaluation of the local…

Lagos and Abuja are Nigeria’s most economically vibrant cities, while Abuja holds the highest potential for future economic growth in terms of GDP growth. However, challenges for the country’s cities will persist in the near term due to the…

In 2024, yoghurt and sour milk products in Nigeria has been significantly affected by inflationary pressures, which have weakened consumer spending power. Most consumers, particularly those with a low income, are highly price-sensitive and have…

Plant-based dairy in Nigeria experiences a notable decline in volume sales in 2024, continuing the downward trend observed in 2023. This decline is largely attributed to inflationary pressures that have significantly weakened consumer spending power…

In 2024, the "other dairy" category in Nigeria experiences robust current value growth, marking it as the best-performing areas within dairy products and alternatives. This strong performance is primarily driven by the increasing preference for…