General
COVID-19 Creates Fundamental Shifts in Africa’s Consumers
The COVID-19 pandemic has given rise to a new kind of African consumer who is already displaying fundamental shifts in consumption and purchase behaviour driven by factors such as heightened health awareness, a focus on quality and safety, a renewed desire to stay at home and a tight wallet squeeze.
As a result of this a recent Nielsen industry webinar Navigating the New Normal discussed the realities and effects of this rapidly evolving outlook.
Speaking during the webinar Nielsen Africa MD Bryan Sun outlined the consumer evolution since the onset of the pandemic and the fact that crisis-buying patterns have accelerated the adoption of permanent behaviour change.
“As the prospect of looming lockdowns first hit, consumers realised they needed to stock up which saw a spike in store visits, stockpiling of shelf staples and growing basket sizes. However, as restricted living became more common place, there was a change in behaviour with consumers seeking out products without putting their health at risk.
“We have therefore seen growth in online shopping, declining store visits and a rise in out of stocks. Supply chain challenges have also driven consumers to be less price sensitive on high demand packaged goods or those that guarantee hygiene standards,” explained Sun.
The expectation is that once quarantines lift and consumers return to “business as usual” they will continue to operate with a renewed consciousness about health, which will remain for a long time. There will also be shifts in the way consumers perceive products with the increased importance of safety and efficacy claims, and a willingness to spend more on hygiene needs and healthy foods.
Global perspective
The webinar also presented findings on Nielsen’s recent COVID-19 syndicated online survey which was conducted in over 70 countries across the globe and produced interesting comparative data and insights for Sub-Saharan Africa (Kenya, Nigeria & South Africa) as compared to the rest of the world.
The study revealed that 75% of SSA consumers are now more concerned about their families versus the global average of 48%. In addition, 83% said they were following information multiple times a day – significantly higher than the global average of 75%.
Looking at the impact of the severe limitations on out of home activities; 51% of SSA consumers said they were cooking more at home versus 39% globally, and significantly more said they worked more at home versus the global average.
In terms of the impact of the epidemic on their out-of-home and shopping activities, 46% SSA consumers said they are visiting malls less often versus the global average of 32%.
Despite perceptions that Africa lagged behind in terms of online behaviour it has in fact seen incredible behaviour changes with major increases in the use of social networking, online reading, listening to music and video streaming.
Future mindsets
As countries move from restricted living to precautionary living, Nielsen has also created an in-depth view of current and future SSA consumer mindset and purchase patterns based on learnings from other markets:
Heightened health awareness will drive consumers to be less price sensitive on high demand packaged goods or those that guarantee hygiene standards as food safety becomes paramount to consumers.
The renewed desire to stay at home and the preparation of home meals might require brand extensions and a need to address declining store visits, growth in online and proximity shopping.
As consumers are impacted by less income and smaller purchasing wallets, value for money offerings and more aggressive promotions – over that of just in-store promotions – are needed.
eCommerce growth has reached double digits in many countries with Italy at 82%, China 50%, and Korea 30% where older shoppers are trying eCommerce for the first time. Technology catalysts are driving behavioural change and will penetrate the market despite previous scepticism around this platform.
Looking to the future, Sun commented that the path to recovery means retailers must urgently look at factors such as pricing mechanisms and brand relationships in order to maintain and strengthen consumer trust in their brand.
“Successful retail regeneration across the continent, following the impact of COVID-19 on the African consumer and retail landscape, will rely on an agile and innovative response that sets the groundwork for a future unlike any we have ever known.”
By Adedapo Adesanya
The Central Bank of Nigeria (CBN) has again reacted to the activities of individuals and groups falsely claiming to represent or act on its behalf, warning Nigerians against falling for these schemes.
According to the Acting Director of Corporate Communications at the CBN, Mrs Hakama Sidi Ali, in a statement, these persons continue to circulate fictitious offers of contracts, loans, grants, intervention funds, and other financial benefits allegedly issued or endorsed by the CBN.
“Despite the public advisory issued on November 18, 2024, through the Bank’s official channels and news outlets, these misleading schemes have persisted, targeting unsuspecting members of the public with false and deceptive narratives,” the statement said.
“The CBN wishes to reiterate that it has not authorised, licensed, or appointed any individual, group, or organisation to act as an agent or intermediary in offering contracts, financial grants, or intervention funds to the public. The CBN also does not endorse or support such claims in any form.
“Members of the public are advised that the Central Bank of Nigeria (CBN) does not award contracts or disburse funds through unsolicited communications such as emails, phone calls, SMS, WhatsApp, or any social media platform. It also does not request payment of fees in exchange for contracts, grants, or financial interventions, nor does it engage intermediaries or third parties to offer financial services or opportunities to the public.
“If you are approached by individuals or entities making such claims, we strongly advise that you do not engage with them. Instead, such incidents should be reported immediately to the relevant law enforcement agencies or the nearest CBN Branch.
“The Central Bank of Nigeria remains committed to safeguarding the financial interests of the Nigerian public and continues to work closely with security agencies to investigate and address fraudulent activities,” the statement said.
By Adedapo Adesanya
Nigerian Maritime Administration and Safety Agency (NIMASA) has said that its resolve to embrace technology as a means of enhancing capacity to deliver on its regulatory mandate more effectively and generate additional revenue for the government is being misinterpreted in some quarters as concession of its operations.
NIMASA, in a statement, said a pivotal innovation in this regard is the Maritime Enhanced Monitoring System (MEMS).
“This system brings digital traceability to the core of Nigeria’s maritime operations. MEMS provides real-time visibility into vessel movements, operational logs, and regulatory interactions. Through automated alerts, smart invoicing, and centralized data integration, NIMASA can now detect, document, and respond to maritime activities with greater precision and efficiency—eliminating unnecessary bottlenecks while strengthening compliance,” it stated.
It listed additional recipients targeted as waste reception services, a routine operation for both domestic and international vessels have traditionally lacked proper tracking, resulting in unmonitored activities and significant revenue losses.
“With MEMS, each waste offload can be logged, time-stamped, and automatically billed, converting previously missed opportunities into a consistent revenue stream while ensuring environmental standards are met,” the statement said.
“Marine pollution control, another critical area of NIMASA’s mandate, has similarly been constrained by limited digital tools. In the absence of satellite tracking and automated reporting, pollution events often go unnoticed or are reported too late to mitigate their impact. With the integration of modern surveillance systems, digital logbooks, and real-time alerts, NIMASA can now respond swiftly to such incidents, recover environmental damages, and hold polluters accountable—both legally and financially.
“It is important to emphasize that past revenue shortfalls experienced by the Agency mainly stemmed from outdated manual processes, fragmented data systems, and insufficient digital enforcement mechanisms which allowed some external elements to capitalize on the loopholes for personal gains .
“The current reforms being implemented by NIMASA are focused squarely on overcoming these limitations. By investing in digital infrastructure and streamlining monitoring systems, the Agency is positioning itself to fulfill its statutory obligations with transparency, efficiency, and accountability,” it added.
NIMASA therefore called for the support of its transformation journey as it aligns with the broader national objectives of the Ministry of Marine and Blue Economy under the Renewed Hope Agenda of President Bola Tinubu.
“The Agency remains committed to strengthening Nigeria’s maritime governance, ensuring environmental safety, and optimizing revenue for the nation,” the statement said.
“It is worthy of note that the Deep Blue Project of the Agency which now enjoys global recognition also witnessed such resistance at the initial stage,” it stated.
By Adedapo Adesanya
Innovate Africa, the product-led fund backing bold early-stage innovators, has announced it will host the Lagos edition of World Product Day 2025 on Wednesday, May 21, 2025, at The Strong Tower Hall in Lagos to tackle the world’s “wickedest” problems.
The one-day conference marks the culmination of a continent-wide transformative sprint, moving from grassroots problem identification to prototype-ready solutions that address Africa’s most complex and urgent challenges.
According to a statement shared with Business Post, World Product is a global initiative by Mind the Product, celebrated in over 100 cities worldwide. Curated by Innovate Africa, the Lagos gathering offers a high-impact, single-day conference that connects product builders, engineers, founders, and enterprise teams through thought leadership discussions, practical learning, and talent engagement.
Themed Bold Builders Wanted, the initiative began in March with an open Ideathon, which crowdsourced real-world challenges from across the continent. Innovate Africa distilled the hundreds of entries into 12 “wicked problems” spanning healthcare, climate resilience, digital infrastructure, consumer protection, and public services.
In April, the fund assembled multidisciplinary teams and product owners, who through structured sprints pushed each idea to prototype stage. The top 5 teams will pitch their solutions live in Lagos for a $2,000 grand prize and a comprehensive post-event support package designed to help transform early-stage ideas into scalable ventures. In addition, finalist teams could receive incubation support, or mentoring.
Set to bring together up to 250 curated participants, including mid- to senior-level professionals, founders, hiring managers, and ecosystem leaders, confirmed speakers include Mr Mustapha Otaru, Chief Product Officer at Sterling Bank; Mr Andrew Obuoforibo, Head of Product at 54 Collective; and Mr Isma’il Shomala, Chief Product Officer at Go Money.
In addition to the hackathon finale, the event highlights will include: Product Career Fair, a curated matchmaking between top-tier product and engineering talent and leading African tech employers; Hands-On Product Workshops, a facilitated training on customer discovery, product strategy, and experimentation; and Fireside Chats & Panels, an intimate discussions with product executives, including a spotlight session with top tech companies in Africa, including Moniepoint.
Kristin H. Wilson, Managing Partner of Innovate Africa Fund, said “Too many of Africa’s wicked problems are still meeting surface solutions – shiny tech, borrowed models from markets such as the US, and large funding rounds – before the problem has been clearly defined.
“If we really want to solve these challenges, we need to start by listening, get clear on what’s broken and then roll up our sleeves with builders who lead with empathy, context, and a bias for execution. That’s really what World Product Day Lagos is about – a day to move lived experience into tested prototypes and to line up capital, expertise and networks that can carry the strongest ideas to product-market fit.”
Product builders, engineers, founders, and enterprise teams are invited to register at https://lu.ma/jnjimijz to attend World Product Day Lagos 2025 and be part of a movement turning bold ideas into breakthrough products.
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