Connect with us

General

55% of Nigerians Will Live in Cities, Towns by 2025—Nielsen

Published

on

Modern Shopping Consumers

It has been predicted that by 2025, Nigeria will experience 50 percent growth in population in urban areas to emerge the fastest urban growth rate globally, ahead of China and India.

At an event held recently in Lagos by Nielsen, a global measurement and data analytics company, it was stated that this anticipated occurrence would shape the consumer landscape in the country because by that time, about 55 percent of Nigerians would live in cities or towns.

“Everyone is fighting for growth and competition for consumers’ wallets has never been tougher. In a challenging environment, finding opportunities with the right insights become key to help beat the odds,” Managing Director of Nielsen Nigeria, Mr Ged Nooy, said at the event.

Business Post gathered that the Nielsen was mainly organised to look at whether retailers and manufacturers were equipped to beat the odds they were facing in Nigeria by anticipating and preparing for the future.

Beating the consumer odds

Nigeria is a complex market that is characterised by consumers who are upbeat and confident with 81 percent feeling good or excellent about the state of their financials, while at the same time 60 percent of Nigerians say they can only afford the basics.

Forty one percent of Nigerians feel that their quality of life is better but more than half feel that it is worse, leading to a polarisation in the market, with consumers at both ends of the spectrum. This means that marketers need to cater to the demands of those who want value and at the same time, those who are aspirational and want quality, premium products.

Another trend impacting consumer behaviour is the rise of ‘disloyalty’ with 88 percent of consumers across Africa & the Middle East ready to defect from a current brand choice and 45 percent consumers saying they love to try new things. In such a scenario, it becomes all the more important to understand consumer attitudes and perceptions and how they make choices.

Nielsen Executive Director, Thought Leadership Ailsa Wingfield, said, “Opportunities today and tomorrow are about understanding and delivering what consumers need and want. Times are changing.

“There are more products on the shelf today than ever before, from new and existing brands, and a plethora of information points, advocates and advertising telling consumers about them.

“The consumer is spoilt for choice. Brands need to identify their purpose and provide the right value to their customers, if they want to keep them loyal”.

Beating the retail odds

The retail environment is fragmented and tough and across the continent, everyone is fighting for growth. Inflation continues to be a main concern for consumers who feel their wallets are squeezed, while big traditional brands are facing an onslaught of challenges from smaller, more agile, regional players, and new formats and channels are emerging, making a competitive market even more competitive.

In just 10 years, Nigeria’s physical bricks and mortar FMCG universe has nearly doubled in size. Today, there are more than one million outlets selling FMCG products, increasing in size by 500,000 outlets in under 10 years.

However, with the emergence of Modern Trade this growth has been impacted in the short-term. It is also interesting to note that 50 percent of FMCG sales come from 60 LGAs in Nigeria. Given this retail landscape, the need is for precise and efficient distribution and trade strategies.

The future of retail is not limited to physical stores or virtual channels. Streamlined services, digital experiences and frictionless commerce are converging with the ‘bricks and mortar’ and e-commerce worlds set to shape new shopping experiences that provide personalised and on-demand ease, utility and simplicity.

At the same time, the Nigerian shopper is evolving and contributing to the shift in retail dynamics. Nigerians shop 30 times per month and they want value and assortment when they shop. They are also price conscious; with more than 70 percent aware of prices and 95 percent noticing price changes.

Consumer Insights Lead Nielsen West Africa Abiodun Olawale-Cole reported; “There will always be demand for physical stores, but in the evolving retail landscape you need omni channel presence.

“Retailers need to leverage their unique consumer relationships, using the right technologies and a focus on convenience, to expand their consumer touch points. Also, it’s important to understand the evolving Nigerian shopper and delivering to their needs and wants.”

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via [email protected]

Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

General

NIMASA Mulls Expansion of Nigeria’s Deep Blue Project

Published

on

deep blue project

By Adedapo Adesanya

The Nigerian Maritime Administration and Safety Agency (NIMASA) is considering expanding the country’s Deep Blue Project due to its perceived success, with impact felt across the Gulf of Guinea, where it has helped to reduce piracy massively and gained global recognition, to ensure sustainability and greater impact.

The Director General of NIMASA, Mr Dayo Mobereola, made this known during his strategic visit to the Chief of Naval Staff, Vice Admiral Idi Abass, at the Naval Headquarters, Abuja.

Mr Mobereola, while commending the Navy for the harmonious collaboration with NIMASA and congratulating the CNS who had previously served as Maritime Guard Commander under the agency, called for continued partnership with the security outfit under his watch.

“It is important that we continue our partnership and strengthen our relationship. Our purpose here is to congratulate you and to discuss the benefits of the Deep Blue Project, how to sustain it, expand it, and increase its impact on the Gulf of Guinea.

“We are confident that we have the backing of the President, the Minister of Marine and Blue Economy, and the Nigerian Navy, hence, we are working towards presenting our proposal on the necessary improvements to be undertaken,” he stated.

The DG acknowledged the importance of the Deep Blue Project, noting that its impact resonates globally, with the International Maritime Organisation (IMO) commending it.

“The Deep Blue Project is vital, and countries around Africa and some other parts of the world are coming to copy our model. The IMO is asking how a civilian organisation was able to achieve this feat. It is therefore important that we continue to collaborate and do even better for greater sustainability,” he said.

Mr Mobereola also congratulated the Chief of Operations, Nigerian Navy, Rear Admiral Musa Katagum, who is joining the NIMASA governing board as the Navy’s representative.

On his part, the Chief of Naval Staff, Vice Admiral Idi Abass, while welcoming the NIMASA DG and his delegation, commended the Agency for the good work it is doing in the maritime sector and its continued support to the Nigerian Navy.

“Part of my command’s objective is to work in synergy with other agencies to achieve our goal as a country. We complement each other. We have no option but to collaborate and synergise.”

The Naval chief noted some concerns, which include the MoU between NIMASA and the Nigerian Navy, which has been in place since 2007 and should be revisited.

He also solicited for the Navy to be called upon for such needs as vessel repair, hydrographic surveys and chartings, stating the Navy’s capacity in handling such tasks.

The CNS also canvassed NIMASA’s assistance for wreck removal, particularly as the Navy gears towards its 70th Anniversary, where it looks forward to welcoming foreign ships.

He further commended NIMASA for its recent launch of the Cabotage Vessel Financing Fund (CVFF) Application Portal, noting that the organisation has come a long way in its planned disbursement of the fund.

Continue Reading

General

Ikeja Electric Fumes Over Impropriety Allegations Against CEO, Chairman

Published

on

folake soetan kola adesina Ikeja Electric

By Adedapo Adesanya

Ikeja Electricity Distribution Company has described as malicious and misleading a widespread publication currently circulating online alleging impropriety about its chief executive, Ms Folake Soetan, and its board chairman, Mr Kola Adesina.

The management of the DisCo noted that a publication attributed to ‘Nigerian Global Business Forum’ defamed its CEO and the chairman of the IKEDC board.

The company said, “The publication, attributed to yet to be verified individuals and organisation, is clearly intended to misinform the public and bring the company and its leadership into disrepute through fabricated claims, the DisCo observed.”

Ikeja Electric noted that its investigation so far revealed that the ‘Nigerian Global Business Forum’ is an unregistered organisation with no recognised legal or corporate existence locally or abroad.

According to the energy firm, the signatories, “Dr Alaba Kalejaiye” and “Musa Ahmed,” have no verifiable professional credentials or established public profiles, and the publication contains false and misleading statements regarding Ikeja Electric’s operations, safety record, and financial practices.

The organisation said it had instructed its legal advisers to conduct a thorough forensic investigation and to initiate defamation proceedings against the authors, publishers, and any persons or entities found responsible for sponsoring or disseminating this malicious publication.

Ikeja Electric said it operates within a strict framework of accountability and remains committed to transparency and service improvement, warning it will not tolerate coordinated disinformation campaigns aimed at undermining public confidence and tarnishing its corporate integrity.

“Ikeja Electric remains steadfast in its mandate to deliver reliable power while upholding the highest standards of corporate governance and customer excellence.

Members of the public are advised to disregard the false publication in its entirety,” it said in a statement.

Continue Reading

General

PMS May Sell N1,000 Per Litre if Marketers Adopt Costly Coastal Loading

Published

on

PMS pump price

By Aduragbemi Omiyale

Nigerians may be forced to purchase premium motor spirit (PMS), commonly known as petrol, for almost N1,000 per litre if marketers choose to go for the costly coastal evacuation and not the cheaper gantry loading, the Dangote Petroleum Refinery has cautioned.

Though the company clarified that marketers were free to choose their preferred mode of evacuation, it emphasised that the implication of adopting the coastal loading was that consumers would pay more for the product because of the extra costs.

According to Dangote Refinery, “Coastal logistics can add approximately N75 per litre to the cost of petrol, which, if passed on to consumers, would push the pump price of PMS close to N1,000 per litre.”

The firm noted that its “world-class gantry facility” has 91 loading bays capable of loading up to 2,900 tankers daily.

Operating on a 24-hour basis, the facility can evacuate over 50 million litres of Premium Motor Spirit PMS, 14 million litres of Automotive Gas Oil (diesel) and other refined products each day, it added, urging marketers and policymakers to prioritise logistics choices that support price stability and consumer welfare.

It stressed that direct gantry evacuation eliminates port charges, maritime levies and vessel-related costs that do not add value to end users, helping to optimise costs, improve distribution efficiency and support price stability.

“Reliance on coastal delivery, particularly within Lagos, may introduce avoidable costs with material implications for fuel pricing, consumer welfare and overall economic wellbeing,” the company stated in a statement.

Based on Nigeria’s average daily consumption of about 50 million litres of PMS and 14 million litres of diesel, the refinery estimated that sustained dependence on coastal logistics could impose an additional annual cost of roughly N1.752 trillion. This cost, it said, would ultimately be borne either by producers or Nigerian consumers.

The refinery also renewed calls for coordinated investment in pipeline infrastructure nationwide, arguing that functional pipelines linking refineries to depots would significantly cut distribution costs, improve supply reliability and strengthen national energy security.

It said domestic refining has already delivered measurable benefits to the Nigerian economy. Since the commencement of operations, the price of diesel has fallen from about N1,700 per litre to N1,100 and currently trades between N980 and N990. Similarly, PMS prices have declined from about N1,250 per litre to between N839 and N900.

It added that increased local supply has sharply reduced fuel importation, eased foreign exchange pressures and improved market stability, contributing to a stronger naira, which recently traded at about N1,385 to the dollar.

Continue Reading

Trending