Economy
How Tough Market Conditions Reset Nigerian Shopping Patterns—Report
By Modupe Gbadeyanka
A new report from Nielsen titled ‘Navigating the New Normal in Nigeria’ has identified how tough market conditions in Nigeria altered the shopping pattern of residents in the Africa’s most populous nation.
The report noted that consumers, due to these challenging macro-economic forces, have dumped unnecessary products for immediate consumption needs.
“Spend has been diverted away from discretionary categories like Confectionery (snacks and sweets) and Personal Care (Health and Beauty) products to essential food and commodities, to make ends meet,” Managing Director of Nielsen East & West Africa, Mr Abhik Gupta was quoted as saying in a statement made available to Business Post by the firm.
However, Mr Gupta stressed that “Despite the flux experienced over the last year, Nigeria’s economy is set to rebound and grow at 1.2 percent according to the International Monetary Fund and consumer sentiment remains positive into the future.”
“In addition, despite overall spend declining through to Q2, 2016, it has now recovered over the last three quarters due to stabilising market conditions and inflation.
“Against this backdrop, manufacturers and retailers wanting to survive the current consumer shift and return to previous consumption levels need to understand what is critical to the wallet and what has changed in the shopping and buying dynamics to match their offerings to altered consumer realities,” he added.
Location loyalty
With tougher market conditions and despite a large repertoire of general and specialist channels, smaller, informal format stores have captured more spend away from their bigger Supermarket/Grocer counterparts. Open Markets, Kiosks and Table Tops have gained share of consumer spend (42%, up from 38% two years ago) as they offer greater flexibility in quantities, packaging and pricing, and are conveniently located near home or on commuter routes.
Nigerians are also less likely to travel to another store when a brand is unavailable or out of stock. Store loyalty trumps brand loyalty, as only 31% of consumers will visit another store but 68% report buying a substitute brand.
Against this backdrop, the risk for retailers is that as they are no longer able to maintain costs tied up in higher inventory levels and wider product assortment ranges, this has led to fewer categories being stocked and higher out of stock levels. With irregular supply and demand, consumers may be compelled to look elsewhere if they are unable to find a substitute product and the retailer will risk losing a valuable sale.
In this challenging environment, Nigerian consumers have also been less willing to try new products, resulting in more risk-averse product choices rooted in familiarity and recommendation. Gupta comments; “New brand entrants will need to focus on the current consumer needs for reliable, affordable and available brands, but also provide differentiation, value and distinct quality propositions to succeed in the longer term.”
A digital opportunity knocks
The rapidly shifting retail dynamics in Nigeria have also led to a burgeoning omni-channel opportunity in e-retailing, fuelled by aspirant consumers. Even though online shopping penetration still lags bricks and mortar shopping habits; growing Mobile, Smartphone, Internet penetration and transacting is allowing e-commerce retailers to leapfrog conventional bricks and mortar development. Digital trends point to e-commerce rapidly gaining traction in durable and consumable categories, with Nigerians already spending as much as 61% on out of country e-retailers.
In light of this, retailers will need to reassess product portfolios to suit on and off line consumers’ needs and strengthen brand loyalty. Gupta advises; “A digital strategy should be incorporated from the outset to win in both the long and the short term, providing consumers with seamless retail experiences and access to products not otherwise widely available.
“Retailers have a lot of room to grow when it comes to unifying channels with consistent, yet unique experiences on well-executed mobile-apps, in-store engagement, in-the-moment coupons and virtual shopping lists that will empower consumers and give them more control over their shopping experience and potentially increasing retail sales” he adds.
What’s in store?
Looking ahead, Nigerian sentiment is likely to improve in 2017, providing much needed relief to manufacturers and retailers as consumers add items back into their repertoire. More discerning consumers will continue to rebalance their basket, looking for efficiencies in what, where and how they shop. Consumers will also aspire to better quality products, but require more flexibility in price and quantity to meet their altered circumstances.
Gupta says; “To avoid missing these vital sales, manufacturers need to match products (format and price) to places (stores), with optimal levels of distribution and supply; while retailers will need to manage optimal stock availability and product ranges to retain shoppers.”
By Dipo Olowookere
The Nigerian Exchange (NGX) Limited rallied by 0.28 per cent on Wednesday despite weak investor sentiment, as the bourse ended with 18 price gainers and 38 price losers, implying a negative market breadth index.
The growth recorded yesterday by Customs Street was influenced by the 2.11 per cent rise posted by the energy index, and the 1.79 per cent jump achieved by the banking sector.
The other sectors experienced profit-taking, with the consumer goods losing 1.07 per cent, the insurance counter down by 0.36 per cent, and the industrial goods space down by 0.19 per cent.
Universal Insurance chalked up 10.00 per cent to sell for N1.21, Omatek improved by 9.78 per cent to N2.47, VFD Group expanded by 9.71 per cent to N11.30, CWG appreciated by 9.64 per cent to N21.05, and Livestock Feeds gained 9.56 per cent to close at N7.45.
On the flip side, UPDC REIT lost 10.00 per cent to settle at N6.75, Fortis Global Insurance shed 9.92 per cent to quote at N1.18, Deap Capital depreciated by 9.85 per cent to N5.40, Chams went down by 9.47 per cent to N3.06, and Japaul declined by 8.82 per cent to N3.10.
Yesterday, the All-Share Index (ASI) went up by 562.43 points to 202,585.53 points from 202,023.10 points, and the market capitalisation advanced by N389 billion to N130.404 trillion from N130.015 trillion.
During the session, 1.0 billion stocks worth N40.6 billion exchanged hands in 52,723 deals compared with the 1.1 billion stocks valued at N40.3 billion executed in 78,006 deals a day earlier, indicating an uptick in the trading value by 0.74 per cent, and a shortfall in the trading volume and number of deals by 9.09 per cent and 32.41 per cent apiece.
The activity chart was led by Access Holdings, which sold 233.0 million units valued at N6.1 billion, Fidelity Bank exchanged 113.1 million units worth N2.2 billion, Wema Bank recorded a turnover of 103.3 million units valued at N2.7 billion, Zenith Bank transacted 60.6 million units for N6.5 billion, and Chams traded 47.5 million units worth N154.6 million.
By Adedapo Adesanya
Crude oil plummeted on Wednesday on hopes of the reopening of the Strait of Hormuz after US President Donald Trump agreed to a two-week ceasefire with Iran.
Brent crude futures moderated to $94.75 a barrel, while the US West Texas Intermediate (WTI) crude eased to $94.41 a barrel.
President Trump said on Wednesday that the US will work closely with Iran and will be talking about tariff and sanctions relief with Iran.
However, analysts cautioned that the ceasefire is a temporary two-week reprieve rather than a permanent resolution, and the global energy system remains fragile due to structural damage to regional infrastructure.
Reuters reported that Iran could open the strait in a limited and controlled way on Thursday or Friday ahead of a meeting between U.S. and Iranian officials in Pakistan.
Agence France-Presse (AFP) reported that two ships appeared to have transited the Strait of Hormuz since the US-Iran ceasefire deal. A Greek-owned bulk carrier and a Liberia-flagged vessel both transited the waterway early on Wednesday.
Meanwhile, Israel carried out its heaviest strikes on Lebanon since the conflict with Hezbollah broke out last month, even as the Iran-aligned group paused attacks on northern Israel and Israeli troops in Lebanon under the ceasefire.
Also, Saudi Arabia’s East-West Pipeline, a critical artery bypassing the Strait of Hormuz, was reportedly hit in an Iranian drone attack. Prior to the attack, the pipeline was pumping at its emergency capacity of 7 million barrels per day to bypass the shuttered strait.
The strikes occurred just hours after a US-Iran ceasefire announcement, which has so far failed to halt regional hostilities. Other facilities in the kingdom were also targeted in the wave of strikes, which the Islamic Revolutionary Guard Corps (IRGC) claimed included oil facilities owned by American companies in Yanbu.
US crude stocks rose by 3.1 million barrels to 464.7 million barrels during the week ended April 3, the Energy Information Administration (EIA) said.
By Adedapo Adesanya
The National Insurance Commission has issued new guidelines for the collection, management, and administration of the Insurance Policyholders’ Protection Fund.
In a circular issued to all insurance institutions on Tuesday, the regulator also set May 31, 2026, as the deadline for insurers to submit their assessment returns for the 2025 financial year.
Recall that on August 5, 2025, President Bola Tinubu signed into law the Nigerian Insurance Industry Reform Act ( NIIRA 2025).
This landmark legislation repeals the Insurance Act 2003, and consolidates related provisions, ushering in a modern regulatory framework. It lays a strong foundation for sustainable growth and increased investment in the country’s insurance sector.
The commission said the guidelines were issued in exercise of its powers under the 2025 Act and other existing insurance laws and regulations to provide regulatory clarity, improve guidance, and ensure ease of compliance across the industry.
According to NAICOM, the guidelines establish a comprehensive structure for the operation of the IPPF, which serves as a statutory safety net to protect insurance policyholders in the event of distress or insolvency of a licensed insurer or reinsurer. The framework also provides direction on the reimbursement of loans by insurers and reinsurers.
NAICOM stated, “The guidelines ensure regulatory clarity, guidance and ease of compliance, as it provides a comprehensive regulatory framework for the collection, management, and administration of the Fund, which serves as a statutory safety net designed to protect insurance policyholders against distress and insolvency of a licensed insurer or reinsurer, including guidance for the reimbursement of loans by an insurer or reinsurer.
“Please be informed that the IPPF Assessment Returns in respect of the year 2025 shall be submitted to the Commission not later than 31st May 2026, while subsequent submissions shall be in line with Section 4.3 of the Guideline on Insurance Policyholders Protection Fund.”
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