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Consumers Gear up for Festive Season Like no Other

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Nigerian Consumers Shoppers

The global retail sector is in an unprecedented state of flux and as the end of the year approaches, Nielsen has identified a range of evolving consumer groups as well as four Holiday/Festive consumer behavioural resets related to this crucial holiday period.

Nielsen Retail Intelligence MD for Sub-Sahara Africa Kelly Arnold comments; “As the end of the year approaches, upcoming festivities are going to look very different for consumers depending on where they live, what restrictions they face and how COVID-19 has changed their spending habits.

However, the reality is that the ‘golden quarter’, the crucial holiday trading period is already underway and with the continued spread of the virus and ongoing restrictions, this year’s festive period will be unlike any other.

Evolving Consumer Groups

Against this backdrop Nielsen has identified five different consumer groups that indicate how financial and physical restrictions could manifest leading up to the festive season.

  1. Constrained and Restricted consumers have suffered income loss as a result of COVID-19 and have less money to spend and also have less freedom to physically congregate and shop for their holiday needs due to local restrictions to travel, business openings and social interaction. As a result of limited physical shopping, they may have less opportunity to shop around for the best deals and assortment.
  2. Constrained but Free consumers have also suffered income loss and are likely to have a savings mindset as they prepare for the festive season but because they have no physical restrictions, they will have more freedom to celebrate with others and to seek the right products and price points to suit their needs.
  3. Cautious Middle consumers have not yet been impacted financially and their celebrations are not limited by local physical restrictions. They are more likely to be cautious spenders and may prioritise occasions and gift giving with only those closest to them.
  4. Insulated but Restricted consumers have not been financially impacted by COVID-19 but festivities will be impacted by local physical restrictions. Smaller gatherings may curtail normal spending and encourage self-indulgent celebrations. Financial flexibility will drive these consumers to splurge in some ways to compensate for experiences that are no longer possible (e.g. travel).
  5. Insulated and Free consumers have also not been financially impacted by COVID-19. While their social interactions may not be restricted, their typical celebrations may be affected by those unable to be with them this year. These consumers are likely to spend the most freely and to exhibit pre-COVID-19 holiday behaviour.

New Purchase Behaviours

To help chart the behaviour of these consumers, Nielsen has also identified four emerging patterns to help predict the drivers of pandemic purchase decisions in future. When applied to the context of the many upcoming holidays and year-end festivities, these reset patterns now highlight some important new behaviours that could emerge this season.

Basket Reset – Holiday spending and gifting will be refined based on what and who are considered essential for each consumer. This will require retailers and manufacturers to redefine what’s festive and capitalise on the broadened assortment of what consumers might consider “giftable” this year. From a necessity that can no longer fit the budget, to a product that has been harder to get in stores this year, there will be big shifts in what defines a “gift”.

Homebody Reset – Gatherings will be smaller and more intimate with many planned at the last minute. This might see the introduction of so-called ‘Single-Serve Celebrations that cater to needs for convenience, health and budget consciousness by offering serving sizes and packages conducive to small or socially distanced gatherings.

Rationale Reset – Consumers will spend more on themselves, prioritising self-care this year. Retailers might then look to engage with empathy and recognize the trade-offs consumers will need to make. There is also scope for just-in-case solutions that cater to consumers who may be waiting to see whether they are able to physically celebrate a festive occasion or not.

Affordability Reset – Online shopping will power more holiday consumer behaviours than ever before creating a need to convert impulsivity. With limited physical touchpoints with consumers, it’ll be vital to create spontaneity, even in an online environment.

Within this new Festive framework Arnold points out; “It’s clear that celebrations are going to look very different for many consumers depending on where they live, what restrictions they face and how COVID-19 has impacted their purchasing power.

Despite the diverse global spectrum of holiday celebrations, COVID-19 has forced many consumers to re-think their holiday plans in similar ways, based upon known levels of virus-related constraints and this will have far-reaching consequences for both brands and retailers.”

Modupe Gbadeyanka is a fast-rising journalist with Business Post Nigeria. Her passion for journalism is amazing. She is willing to learn more with a view to becoming one of the best pen-pushers in Nigeria. Her role models are the duo of CNN's Richard Quest and Christiane Amanpour.

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NIMASA Mulls Expansion of Nigeria’s Deep Blue Project

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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.

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Ikeja Electric Fumes Over Impropriety Allegations Against CEO, Chairman

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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.

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

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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.

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