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Making Most of Sachet Model: Changing Banking, Insurance, Real Estate, Investment and Telecoms Landscape

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Timi Olubiyi Sachet Model

By Timi Olubiyi, PhD

Sachets dominate the retail industry, particularly the Fast-Moving Consumer Goods (FMCG), in many parts of Africa but more significantly in Nigeria, where the population is high and there is a huge demand for consumer goods.

Therefore, sachet products or single-serve packs, as they are normally called in the FMCG industry, are dominating the retail landscape and they are products that can be consumed at once or ready for single usage.

In colloquial terms, the model is referred to “sachetisation” which is known to have kicked off in Nigeria in the ’90s with the making of smaller sachets of drinking water (pure water) and Cowbell powdered milk by Promasidor.

Then, the idea was necessitated by innovation to penetrate the larger low- or no-income populace, however, the idea was later followed by intense and stiff competition.

Today, literature suggests that over 60 million units of pure water is consumed per day with loads of other sachet pack products in Nigeria.

The sachet trend has continued to expand due to shrinking income levels, wide-spread hardship, and rising poverty amongst the populace and these no doubt have caused the growing adoption of sachet packs in the country in recent times.

More so, for companies, the tough operating environment, decrepit infrastructure, porous borders, waning bulk consumption has further heightened the need for the sachet model adoption.

Both individuals and businesses are feeling the weight of the economic challenges and over time, the disposable income of consumers continues to wane. Besides, the novel coronavirus (COVID-19) pandemic, economic recession and the high inflation rate in recent times in the country have also continued to worsen the situation, majorly eroding the purchasing power of many individuals, households, and even companies.

The current economic situation has also made products and services more expensive nationwide. In fact, many manufacturing companies are witnessing reduced patronage because not everyone can afford the bulk purchase or regular packs, and consumers continue to look for cheaper alternatives.

So, “sachetisation” is a business strategy and an alternative to engaging customers continually in this trying time. The idea is to make products affordable to consumers, in particular, the majority that are daily income earners and that constitute the large chunk of the country’s population.

Most companies have resolved to adopt the “sachetisation” model to give some of the poorest people in Nigeria access to everyday household essentials with ease and for continuous patronage.

In fact, companies continue to innovate and roll out sachet products to enable them to penetrate the larger low-income markets which are the worst-hit economically. Also, for the companies this time, it is a way to increase sales within the customers who cannot afford to buy in larger quantities.

History has it that “sachetisation” is not something that just began in Nigeria of Africa. The ‘sachetised’ products have long been part of the Indian culture, which is believed to have pioneered the bite-sizing of consumers’ products and commodities some 70 years ago, beginning with tea, of course, in small paper pouches tucking precious leaves just enough to make tea for two.

Even though the sachet model saves wastage with portion control, it requires minimum packaging materials, less storage, low shipping, and transportation cost, and most importantly, it is pocket friendly to the end-users.

However, the painful truth and disclosure are that this trend is an indication of income inequality, unaffordability, the wide gap between the haves and have nots, high unemployment rate, dwindling economy, and high level of poverty in the country.

Supportably, the National Bureau of Statistics (NBS) in the “2019 Poverty and Inequality in Nigeria” report highlights that 40 per cent of the total population, or almost 83 million people, live below the country’s poverty line of N137,430 ($381.75) per year.

This figure even appears underestimated in my opinion due to lack of data on the extremely huge informal sector of the country.

However, these sachet products give the poor in the country the access to everyday household essentials even though their disposable income continues to shrink in real terms.

From observation, hardly is there any market leading FMCG company in Nigeria that has not manufactured a single-serve pack (sachet packed product) just to capture the poor consumers.

To buttress the adoption of this model, the various operators in the open markets in the country, unknowingly practice the sachet model on perishables, vegetables, and foodstuffs freely; all due to economic reasons and the waning purchasing power of the consumers.

The regular essential consumables that are noticeable in sachet are milk, detergent, cooking oil, cereal, margarine, liquor, pepper mix (pepper, tomatoes and onions), toothpaste, sugar, tomato sauce, shampoo, cornflakes, seasoning/spices, biscuits, dishwashing liquid, shaving sticks, cereals, bleach, Lipton sachet with just two tea bags, diaper sachet with just two units, disinfectant and energy drink amongst others.

From sampled opinion, this sachet trend is on the increase in a bid for companies to continue to increase market share, increase market penetration, and remain competitive.

The important thing is that the trend is now becoming increasingly popular and even choice brands are not left out of the growing wave.

An example is the revered creamy liquor brand, Baileys, which has always packaged its products in special bottles of different sizes, has adopted “sachetisation” as well. This is to encourage quick sell and increase competitiveness in the consumer goods space, where affordability continues to be a big issue.

It is a common argument that consumer goods are needed by humans irrespective of social class to reasonably live and survive. But the common trend in Nigeria is that the low-income earners, also known as Bottom of the Pyramid (BOP), most time ends up paying more for consumer products than the rich who buy the regular packs and sometimes in huge quantities.

Simply put, the poor pay more than the rich for the same basic products in real terms in Nigeria.

For instance, the retail price of a 50g sachet of cereal is N100, 10 sachets cost N1000 (50g X 10 = 500g). However, the retail price of a 500g pack is N750.

Conspicuously, purchasing 500g sachets of cereal cost approximately 33% more. Even imagine, in some cases, an additional 50g to 100g comes as an extra giveaway on a 500g pack when purchased during promotion time at no cost. The reality is that poor Nigerians are under-served and over-charged with consumer goods while the rich spend even less.

Importantly, companies need to note that the population of the poor in the country continues to grow, indicating that those unwilling to flow with the sachet trend will be at risk of running out of business.

Considering the economic grieves in the country, the trend is beneficial as regards patronage, sales, and business continuity. No doubt, the sachet model is on the increase in the country and it is currently a winning strategy to sell what a large percentage of the population can afford.

All said, the points raised above are not to completely justify “sachetisation” as a business strategy but to also implore the government to look at measures to tackle multidimensional poverty- which includes food security, housing, health, education, and security which directly impact the wellbeing of the populace.

Therefore, government poverty reduction aspirations need to be heightened to mitigate the chronic hardship in the country and socio-economic plans need to be in place to lift more people out of extreme poverty and this should be a priority now.

The environmental implications particularly waste disposal is another huge matter that seems to require great attention because sachets add to the compounding problem of pollution in the country.

Therefore, key policies and measures to encourage proper waste management, and recycling in the country should also be considered to avoid huge environmental pollution.

In conclusion, context observation indicates “sachetisation” is now more like a necessity than an option in the country due to increased deprivation in myriad aspects of life.

The telecommunication and some real estate companies in the country are currently exploring the sachet model with their various smart (sachet) pack products with daily payment options.

Above all, it is not even out of place to mention that just like these companies and the FMCG, the financial sector- banking, insurance, and investment management companies and even the Cable TV operators can ‘sachetised’ to make services more accessible and affordable for the masses.

However, leveraging innovation and technology will be of great significance to achieve this. Good luck!

How may you obtain advice or further information on the article?

Dr Timi Olubiyi, an Entrepreneurship & Business Management expert with a PhD in Business Administration from Babcock University Nigeria. A prolific investment coach, seasoned scholar, Chartered Member of the Chartered Institute for Securities & Investment (CISI), and Securities & Exchange Commission (SEC) registered capital market operator. He can be reached on the Twitter handle @drtimiolubiyi and via email: dr***********@***il.com, for any questions, reactions, and comments.

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Why Most Nigerians Are Losing Money by “Saving” It

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Saving Your Money

By Izekeo Adegoke

Somewhere in Nigeria right now, a diligent, financially responsible person is watching their savings grow, and losing money at the same time. They do not know it. Their bank balance is rising. Their statement looks healthy. But in real terms, their wealth is quietly and consistently shrinking.

This is not a fringe scenario. It describes the financial situation of millions of Nigerians who are doing everything they were taught.

The gap nobody talks about

Here is the arithmetic that changes the conversation.

The average Nigerian savings account yields between 2% and 4% per annum. Nigeria’s inflation rate, as of recent Central Bank data, sits at approximately 15.69%. That means if you have ₦1 million in a savings account today, it will nominally become ₦1,030,000 in a year, but the real purchasing power of that money will have fallen to the equivalent of roughly ₦790,000 in today’s terms. You saved diligently. You lost ₦210,000 in purchasing power.

This is what economists call negative real returns, and it is the financial reality for the majority of Nigerian savers right now. The distinction between keeping money safe and making money grow has never mattered more than it does in this macroeconomic environment.

Why the savings instinct made sense and no longer does

The preference for savings accounts is not irrational. It is inherited. A generation of Nigerians was raised during periods of significant economic volatility, bank failures, currency devaluations, and frozen accounts. Saving in a regulated institution felt like the responsible, conservative choice. The alternative, markets, stocks, and funds, felt speculative and risky.

That instinct made sense in its context. But the financial landscape has changed materially, and the definition of “safe” needs to catch up.

A savings account today is not a low-risk option. It is a guaranteed negative return dressed in conservative language. The risk is not that you will lose your capital in nominal terms. The risk is that your capital will progressively lose its ability to buy things, fund a retirement, educate children, or build the future you are working toward. That is a real loss, even if your statement does not show it.

The behaviour-change that changes everything

The shift from saving to investing is not about abandoning caution. It is about directing caution more effectively. A diversified investment portfolio spread across fixed income instruments, equities, dollar-denominated assets, and alternative holdings does not eliminate risk. It manages it intelligently, and in doing so, gives your money a fighting chance against inflation.

Consider a ₦1 million portfolio invested across a balanced mix of Nigerian equities and fixed income instruments targeting a 15–18% annual return. Over three years, compounding and market participation could bring that to approximately ₦1.5–1.6 million in nominal terms and, depending on portfolio construction, meaningfully above the inflation rate in real terms. The savings account brings you to ₦1.09 million, having lost ground every single year.

The numbers are not subtle. They are decisive.

Coronation Wealth’s answer to the problem

This is precisely the problem Coronation Wealth was built to solve. Our platforms give individuals access to professionally managed, diversified portfolios across multiple asset classes, including dollar-denominated instruments that provide a structural hedge against naira depreciation. These are not products previously available only to institutional clients or high-net-worth individuals. They are accessible, clearly structured, and designed for people who want their money working as hard as they do. Wealth creation, as we understand it, is not about spectacular bets. It is about making consistent, informed decisions over time with the right tools, the right structure, and a partner who understands the environment in which you operate.

The reframe you need

Safety is not a function of where your money sits. It is a function of what your money does.

A savings account feels safe because the number never goes down. But if that number cannot keep pace with the cost of living, the cost of education, the cost of the future, it is not protecting you. It gives you the illusion of security while inflation quietly does its work.

The most dangerous financial decision most Nigerians are making right now is not taking too much risk. It is the decision to play it safe, and that is precisely why it needs to change.

Izekeo Adegoke is the Chief Digital Officer at Coronation Wealth, the digital investment and wealth management subsidiary of the Coronation Group in Nigeria. 

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This Is Not the Season to Miss Anything (Because the Internet Will Not Wait for You)

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DStv and GOtv

There were times when entertainment moved slowly enough that you could catch up later without missing much. This is not one of those times. Right now, everything is happening at once, and if you blink, the internet will already summarise it for you in a version that may not even be fully accurate.

We are in a phase where the moment a show, movie, or reality series airs, clips are already circulating online before many people have watched the full episode. Opinions are formed from short edits, screenshots, and snippets rather than the full context, and conversations often take shape around what has been clipped and shared instead of what actually happened in real time. The ongoing BBNaija Reunion is a clear example of this, with viral moments driving debates and narratives long before many viewers have seen the complete exchange.

And it is not just Big Brother.

The World Cup is literally here, and you already know what that means. Most of the matches are played deep into the night, so many people will wake up to scores they didn’t watch live, scroll cautiously through social media trying to avoid spoilers, or quickly hunt for highlights before someone ruins the result in a group chat or on X. Somehow, everyone will still be expected to join the “did you see that match?” conversation the next morning as if they were awake through every minute of it.

This is the reality of modern viewing: nobody is waiting for you anymore. The funny part is what people do when they miss it. You will see someone on X asking, “abeg who has the link to watch last night’s episode?” and within minutes, replies start flying. Somebody drops a Telegram channel like it is normal, another person shares a random website link, and another group is already posting 30-second clips with captions like “full gist inside” as if that is the full experience.

Before you know it, people are no longer watching the show. They are watching fragments, then opinions, then blog interpretations, then X reactions. And somehow that becomes the version of events that spreads fastest.

That is where the problem starts. Social media does not give context. It gives highlights. Blogs chase clicks, not full stories. Even viral clips in group chats are usually missing the build-up that actually explains why people reacted the way they did.

So, you find yourself arguing passionately about something you did not fully watch. You are forming opinions from “see finish” clips and half-context screenshots. And when you finally watch the full episode later, everything suddenly makes more sense than the version you were dragged into online.

That is why access is becoming more important than ever. Not just access to content, but access to it in real time. Because nothing really hits like watching it live, as it unfolds, with everyone reacting at the same moment. Whether it is a last-minute World Cup goal, a heated reunion moment, or something that instantly becomes meme history, the experience is always different when you are actually there for it.

And this is exactly where viewing has changed. People are no longer tied to one screen in the sitting room. Life does not even allow that anymore. You might be in traffic, at work, outside, or simply away from your decoder when something important is happening, which used to mean you missed your favourite show; now you don’t have to.

Because platforms like DStv and GOtv now let you stay connected even when you are not in front of your television. So instead of chasing Telegram links that may or may not work, which is piracy by the way, or waiting for someone to “summarise what happened,” you can actually watch it yourself.

You can still stay connected using the MyDStv or GOtv Stream app. It is simple. Download the app from your store, log in with your account details, ensure your subscription is active, then head to the Live TV section and select the channel you want. In a few taps, you are back inside the moment everyone is talking about.

And honestly, that is what this season demands. Between Big Brother conversations taking over timelines, new reality TV seasons building buzz, and the World Cup about to dominate every screen in the next few days, this is not the time to be disconnected. Not even the time to say “I’ll catch up later”, because later is exactly where spoilers live now.

So, whether you are watching from your decoder at home or streaming from your phone on the move, the point is the same: you are not out of the conversation. Because in today’s world, missing the show is one thing.

Missing the moment everyone is talking about? That one is harder to recover from.

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A Tale of Two Kidnappings

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kidnappings Nigeria

By Tony Ogunlowo

In the past few weeks, two high-profile kidnapping cases have captured the attention of the nation. One involved the kidnapping of more than 45 pupils and teachers from a school in Oyo state, and the other involved the relatives of an ex-minister.

Whilst the relatives of the ex-minister, his sister and her two sons, were rescued in a highly publicised police operation, the fate of the missing school children and their teachers remains unclear. Already two teachers have been killed: one was shot and the other beheaded.

Nigeria is a hotbed for kidnapping, and in 2025 alone, there were more than 4,000 reported cases. But bear in mind that for every case recorded, two or three went unreported, leaving relatives to deal with ransom demands on their own. And for cases reported, the overstretched and understaffed police are not much help and often suggest relatives negotiate with kidnappers. As a result, what was once a small sore has now festered, becoming an even bigger wound and growing.

It has been more than twelve years since 276 girls were kidnapped from their school in Chibok. To date, not all of them have been recovered. Some have died whilst others, heavily traumatised, have been found bearing children of their captors: their lives destroyed and those of their families.

The swift rescue of the ex-ministers’ relatives in a short window of just a few days points to one thing – elitism! If you’re well-connected, the powers that be will pull out all the stops to do what they’re supposed to be doing in the first place. If you’re a mere ordinary citizen, they can’t be bothered.

Even though the Federal Government has a policy of not negotiating with kidnappers, which is understandable since they don’t want to encourage the practice, they should have the means to end the scourge. Every government from the Obasanjo regime up to the incumbent have promised to take a hard line on abductions and banditry. To date, all that hardline rhetoric has just been ‘audio’, leaving bandits and kidnappers to get up to all sorts of things. There have been calls to allow citizens to take up arms: not a good idea, as this might encourage extrajudicial killings rather than for self-defence. There have also been calls for stiffer penalties, but, yet again, you need to catch the perpetrators first and make sure they don’t bribe their way out of the judicial system. The Forest Guards program is taking off, and hundreds of them are being recruited, trained and deployed, but are they paramilitary trained to be able to fight kidnappers in the bush?

Just like when the Chibok girls went missing under President Goodluck’s watch, the government is taking a lukewarm approach to the matter. What should be classified as a top priority has been pushed to the bottom of the list as all politicians rush to get their nomination forms in for the 2027 elections: the only thing that matters to them. If this were America, Trump would have mobilised the Army, Navy, Air Force, CIA, and whatever else he could think of to find ALL kidnapped victims. In Nigeria, the only thing politicians are interested in, their top priority, is re-election.

Children’s Day has come and gone, and so also has Democracy Day, as we head towards Independence Day, and somebody’s child, uncle, aunt, husband is still being held against their will with the security services running around like headless chickens, clueless as to what to do next. What happened to their network of informers? Are their surveillance techniques so primitive that they can’t locate a large gathering of people in the bush? Surely contact has been made with all kidnappers so they can list their demands, and why haven’t these leads been tracked using basic cellular telephony technology? But if it’s an ex-minister’s relative, they know how to pull a rabbit out of a hat.

Until the government adopts a zero-tolerance policy towards kidnapping and banditry – and sticks to it, these unfortunate incidents will continue.

Perhaps it’s time to seek foreign assistance since we don’t know what to do: already, Trump has stationed US troops, up North, to help us fight Boko Haram and ISIS. They already have the technology and personnel that can find a fly hiding behind a dune in the Sahara. An ordinary Air Force surveillance plane, or drone, equipped with heat-seeking infra-red cameras, overflying the place at night can easily find anyone hiding out in the Old Oyo park within hours, not days. And please don’t involve the NAF, who seem to bomb more innocent people than bad guys! Alternatively, bring in Sheikh Gumi, who seems to know most of the bandits. He might be able to help.

There is no easy fix to ending insecurity in Nigeria other than to bring in a brutal state of emergency that will grant security services carte blanche to deal with situations as they see fit. Again, this can lead to abuse of power, as was the case with the disbanded SARS.

To truly eliminate all insecurity in the country, the government needs to think long-term and go back to the root cause of all these problems – hunger. A hungry man (or woman) faced with unemployment and a high cost of living, with nothing to lose, will be crazy enough to do any kind of crime to put food on the table and a roof above his head. Doubling the size of the security services and equipping them doesn’t solve the problem.

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