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

NISO Attributes Electricity Woes to Inadequate Gas Supply

Published

on

Electricity Tariff Hike

By Adedapo Adesanya

The Nigerian Independent System Operator (NISO) has attributed the poor power supply facing a considerable number of Nigerians to inadequate gas supply to thermal power plants.

Business Post reports that epileptic power supply has plagued consumers in Lagos, Oyo, Abuja, and Osun, among others, this month, leading to worries. Also, some businesses have recorded losses due to the epileptic power supply in their areas.

In a statement posted on its X handle, NISO disclosed that average available generation on the national grid currently stands at about 4,300 megawatts (MW), with the low output primarily attributed to gas supply constraints.

The system operator noted that thermal power plants, which account for the dominant share of Nigeria’s electricity generation mix, require an estimated 1,629.75 million standard cubic feet (MMSCF) of gas per day to operate at optimal capacity. However, as of February 23, 2026, actual gas supply to the plants was approximately 692.00 MMSCF per day.

The available supply represents less than 43 per cent of the daily gas requirement, resulting in constrained generation output and reduced electricity allocation to Distribution Companies (DisCos).

NISO, which independently manages the nation’s electricity grid, explained that any disruption or limitation in gas supply directly affects available generation capacity and overall grid output, given the heavy reliance on thermal plants.

It added that when total system generation drops significantly, the operator is compelled to implement load shedding across the network while dispatching available energy in line with allocation percentages approved under the Multi-Year Tariff Order (MYTO) framework of the Nigerian Electricity Regulatory Commission (NERC), to maintain grid stability and prevent system disturbances.

While expressing regret over the inconvenience to electricity consumers and market participants, NISO said it is working closely with relevant stakeholders to restore full energy allocation once gas supply improves and generation capacity returns to normal levels.

Continue Reading

General

EFCC Re-Arraigns ex-AGF Malami, Wife, Son Over Alleged Money Laundering

Published

on

re-arraign ex agf malami.jpg

By Adedapo Adesanya

The Economic and Financial Crimes Commission (EFCC) has re-arraigned former Attorney-General of the Federation (AGF), Mr Abubakar Malami (SAN), his wife, Mrs Asabe Bashir, and son, Mr Abdulaziz Malami, on money laundering charges.

They were brought before Justice Joyce Abdulmalik of the Federal High Court in Abuja, following the re-assignment of the case to the new trial judge.

Upon resumed hearing, EFCC’s lawyer, Mr Jibrin Okutepa (SAN), informed the court that the matter was scheduled for defendants’ re-arraignment.

“The matter is coming before your lordship this morning for the very first time. I will be applying for the plea of the defendants to be taken,” he said.

Mr Okutepa equally applied that the sums listed in Counts 11 and 12 be corrected to read N325 million instead of N325 billion for Count 11, and N120 million instead of N120 billion for Count 12.

When it was not opposed by the defence lawyer, Mr Joseph Daudu (SAN), Justice Abdulmalik granted the oral application by Mr Okutepa.

The defendants, however, pleaded not guilty to the 16 counts preferred against them by the anti-graft agency bordering on money laundering.

Justice Obiora Egwuatu had, on February 12, withdrawn from the case shortly after the civil case filed by the EFCC was brought to him.

The case was formerly before Justice Emeka Nwite, who sat as a vacation judge during the Christmas/New Year break.

After the vacation period, the CJ reassigned the cases to Justice Egwuatu, who had now recused himself, before it was reassigned to Justice Abdulmalik.

The former AGF, his wife, and son were earlier arraigned before Justice Nwite on December 30, 2025.

While Malami and his son were remanded at Kuje Correctional Centre, Asabe was remanded at Suleja Correctional Centre before they were admitted to N500 million bail each, on January 7, with two sureties each in the like sum.

Continue Reading

General

INEC Shifts 2027 Presidential, N’Assembly Elections to January 16

Published

on

INEC

By Adedapo Adesanya

Nigeria will hold next year’s presidential and National Assembly elections a month earlier than planned, after the Independent National Electoral Commission (INEC) revised the polling schedule.

The elections will be held on January 16, instead of the previously announced date of February 20, INEC said in an X post, signed by Mr Mohammed Kudu Haruna, National Commissioner and Chairman, Information and Voter Education Committee.

There were also changes to the Governorship and State Houses of Assembly elections initially fixed for Saturday, March 6 2027, in line with the Electoral Act, 2022, have now been moved to Saturday, February 6, 2027.

The electoral commission said the changes were caused by the enactment of the Electoral Act, 2026 and the repeal of the Electoral Act, 2022, which introduced adjustments to statutory timelines governing pre-election and electoral activities.

“The Commission reviewed and realigned the schedule to ensure compliance with the new legal framework,” it said.

INEC said party primaries (including resolution of disputes) will commence on April 23, 2026 and end on May 30, 2026, after which Presidential and National Assembly campaigns will begin on August 19, 2026, while Governorship and State Houses of Assembly campaigns will begin on September 9, 2026.

It noted that campaigns will end 24 hours before Election Day, and political parties have been advised to strictly adhere to the timelines.

INEC also stated it will enforce compliance with the law.

The electoral body also rescheduled the Osun Governorship election which was earlier scheduled for Saturday, August 8 2026, by a week to Saturday, August 15, 2026.

INEC noted that some activities regarding the Ekiti and Osun governorship elections have already been conducted, and the remaining activities will be implemented in accordance with the Electoral Act, 2026.

Speaking at a news briefing in Abuja two weeks ago, the chairman of INEC, Mr Joash Amupitan, expressed the readiness of the commission to conduct the polls next year.

The timetable issued by the organisation for the polls at the time came when the federal parliament had yet to transmit the amended electoral bill to President Bola Tinubu for assent.

Later that week, the Senate passed the electoral bill, reducing the notice of elections from 360 days to 180 days, while the transmission of results was mandated with a proviso.

Continue Reading

Trending