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

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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]

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Nigeria, UAE Seal Trade Pact, to Co-host Investopia

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By Adedapo Adesanya

President Bola Tinubu has said Nigeria would co-host Investopia with the United Arab Emirates (UAE) in Lagos in February, an initiative aimed at attracting global investors and accelerating sustainable investment inflows.

President Tinubu made this announcement on the sidelines of the 2026 Abu Dhabi Sustainability Week (ADSW), where Nigeria also concluded a Comprehensive Economic Partnership Agreement (CEPA) with the UAE to deepen trade and cooperation in renewable energy, infrastructure, logistics, and digital trade.

“We warmly invite our partners to join us and help build the next chapter of sustainable and shared prosperity for Nigeria, Africa, and the world, ” President Tinubu said.

He described CEPA as a historic and strategic agreement that will also enhance cooperation in aviation, logistics, agriculture, and climate-smart infrastructure, creating enduring opportunities for the people of the two countries, stating that Investopia will bring together investors, innovators, policymakers, and business leaders to transform opportunities into commitment and ideas into investment.

Mr Tinubu told the summit that Nigeria aims to mobilise up to $30 billion annually in climate and green industrial finance as it accelerates energy transition reforms and expands nationwide electricity access.

“The foundation of every modern economy is electricity. As an emerging economy in the Global South, we understand the delicate balance between industrialisation and decarbonisation, ensuring neither is pursued at the expense of the other.

”We are calling for a fundamental shift in the global financial architecture: a move away from the restrictive requirement of sovereign guarantees, which unfairly penalise developing economies.

”Instead, the focus should be on blended finance and first-loss capital mechanisms that allow private sustainable capital flows directly into our green projects without further straining national balance sheets,” he said.

According to President Tinubu, Nigeria has strengthened its climate governance framework with the adoption of a National Carbon Market Activation Policy and the launch of a National Carbon Registry.

He explained that these measures are aimed at improving transparency and investor confidence.

Mr Tinubu highlighted the Electricity Act 2023 as a central pillar of Nigeria’s energy reforms, noting that it enables decentralised power generation and distribution to underserved communities.

He added that Nigeria’s climate investment drive includes a $500 million distributed renewable energy fund backed by the Nigeria Sovereign Investment Authority, as well as a $750 million World Bank programme expected to expand clean electricity access to more than 17.5 million people.

President Tinubu reaffirmed Nigeria’s target of net-zero emissions by 2060, under its Energy Transition Plan, while pursuing industrial growth and universal energy access.

He invited foreign investors to partner in Nigeria’s lithium and critical minerals sector, stressing that the government prioritises local processing and value addition.

President Tinubu noted that Nigeria’s ongoing economic reforms are producing tangible results, including a 21 per cent growth in non-oil exports.

”These reforms, alongside wider fiscal and monetary measures, are delivering results. Non-oil exports have grown by 21 per cent, supported by a more diversified product base. Capital importation has risen, and Nigeria now has over 50 billion dollars in investment commitments across key sectors.

”We are ready to work with partners across the world to ensure that the next era of development is not only green and inclusive, but just and enduring,” he said.

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Nigeria, Turkey to Fix Bilateral Relations for Better Visa Facilitation

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By Adedapo Adesanya

The governments of Nigeria and Turkey have agreed to collaborate on enhancing bilateral relations, with a focus on visa facilitation, business mobility, and consular matters.

The agreement followed a meeting in Abuja between the Minister of Interior, Mr Olubunmi Tunji-Ojo, and the Turkish Ambassador to Nigeria, Mr Mehmet Poroy, during a courtesy visit.

Mr Tunji-Ojo highlighted the strong historical and cultural ties between the two countries and Nigeria’s commitment to a “smart, structured, and practical approach to international cooperation” that promotes people-to-people contact and legitimate business engagement.

“These ties provide a solid foundation for deeper collaboration,” he said.

Ambassador Poroy provided updates on improved visa facilitation for Nigerian businessmen traveling to Turkey, noting that “under the new arrangement, applications are processed locally, allowing verified businesspersons to benefit from faster processing timelines of about three to four days.”

He also raised concerns about Turkish businesspeople facing challenges when visiting Nigeria for trade fairs and investments, citing conflicting information about Nigerian visa arrangements. “We request written clarification to guide applicants accurately,” Poroy said.

A key proposal during the meeting was the inclusion of Turkey in Nigeria’s electronic visa (e-visa) system.

“The absence of a Nigerian visa office in Istanbul creates logistical challenges,” the Ambassador explained, adding that, “Including Turkey in the e-visa regime would significantly enhance business mobility for Turkish nationals.”

In response, Mr Tunji-Ojo assured that “denying visas to genuine Nigerian or Turkish businesspeople is not in the interest of either country.”

He emphasized the Ministry’s commitment to “transparency, dialogue, and continuous improvement in visa administration,” stressing Nigeria’s openness to legitimate investors and international business partners.

The discussion also addressed recognition of Nigerian marriage certificates by foreign missions. The Minister clarified that “all marriage certificates issued under Nigerian law are constitutionally valid and should not require additional verification.”

The Turkish Ambassador acknowledged the concern and committed to reviewing embassy procedures, as both parties agreed on the importance of continued engagement to strengthen bilateral cooperation.

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US Delivers Military Supplies to Help Nigeria in Terrorism Fight

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By Adedapo Adesanya

The United States has delivered military supplies to Nigerian security agencies to bolster operations in several parts of the country.

This was disclosed in a post via X on Tuesday by the United States Africa Command (AFRICOM).

“The US forces delivered critical military supplies to our Nigerian partners in Abuja. This delivery supports Nigeria’s ongoing operations and emphasizes our shared security partnership,” the post read.

The development shows cooperation between both nations after US President Donald Trump previously threatened to invade the country over the killing of Christians.

Last November, the federal government dispatched a delegation to Washington, the US capital, aimed at strengthening security partnerships between the two countries and opening new avenues for cooperation.

Leading the delegation then was the National Security Adviser, Mr Nuhu Ribadu, who met with senior officials across the US Congress, the White House Faith Office, the State Department, the National Security Council, and the Department of War.

During the meeting, the Nigerian delegation refuted allegations of genocide in Nigeria, emphasising that violent attacks affect families and communities across religious and ethnic lines.

It also rejected the wrongful framing of the situation, saying such a portrayal would only divide Nigerians and distort the realities on the ground.

According to the presidency at the time, both countries agreed to implement a non-binding cooperation framework and to establish a Joint Working Group to ensure a unified and coordinated approach to the agreed areas of cooperation.

The Nigerian delegation also reaffirmed the government’s commitment to strengthening civilian protection measures.

On Christmas Day 2025, the US has launched strikes against militants linked to the Islamic State group (IS) in north-western Nigeria, where militants have sought to establish a foothold.

According to the Nigerian government, the operation was a joint operation and had nothing to do with a particular religion, adding that the strikes had been planned for quite some time using intelligence provided by the country.

The Nigerian government has long been fighting an array of jihadist groups, including Boko Haram and IS-linked factions, but largely in the North-East. However, some new groups are gaining footholds and the new supplies could help the Nigerian military continue its fight against terrorism.

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