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 Aduragbemi Omiyale
The Federal Competition and Consumer Protection Commission (FCCPC) has denied asking telecommunications companies to offer airtime and data lending services to their customers.
In a statement, the FCCPC explained that it only required the telcos to put in place a fairer and more transparent system for such offerings.
According to the agency, the telcos were only mandated to have proper registration, provide responsible lending conduct, clear disclosure of fees and terms, accessible consumer complaint channels, data protection safeguards, stronger accountability for third-party partners, and effective regulatory oversight.
It was stated that these requirements were mandated after “a deluge of consumer complaints bordering on opaque charges, unexplained deductions, aggressive recovery practices, poor disclosure standards, and inadequate accountability in segments of the digital lending and advance-services market.”
“The commission has not prohibited airtime borrowing or data advance services, and no directive was issued preventing consumers from accessing lawful telecom value-added services,” it clarified.
It stressed that the DEON Consumer Lending Regulations were introduced in July 2025 to, among other reasons, “curb the excesses of abusive service providers whose practices had generated persistent consumer harm and undermined confidence in the market.”
“In the telecom sector, our findings indicated that some operators engaged in exclusionary third-party technical arrangements in clear disobedience to the provisions of the Federal Competition and Consumer Protection Act, 2018. The Regulations sought to unlock the market to allow local participants alongside foreign partners, in line with free market principles.
“These measures benefit Nigerians by reducing abusive practices, improving transparency, strengthening consumer choice, and encouraging responsible innovation by legitimate operators,” the statement noted.
“We are aware that some vested interests and their foreign collaborators are opposed to the creation of safe markets and fair competition, therefore resorting to a campaign of disinformation.
“Operators are expected to structure their commercial relationships in a manner consistent with Nigerian law. Commercial arrangements or outsourcing decisions do not displace competition and consumer protection obligations.
“At the commencement of the framework in July 2025, affected operators were granted an initial 90-day compliance period to regularise their products, structures, and operations.
“That opportunity was not utilised within the prescribed timeframe, specifically in the telecom sector. The compliance window was subsequently extended until January 5, 2026, providing additional time for alignment with applicable requirements. Despite that further extension, the necessary compliance steps were still not completed by the relevant operators.
“Notwithstanding clear regulatory requirements, some operators chose to maintain the status quo by failing to register and regularise their services. In doing so, they continued operating monopolistic models that had long generated consumer complaints, including concerns relating to transparency, deductions, charges, and accountability.
“Any temporary suspension, restriction, or operational change introduced by service providers should therefore be understood as a business or compliance decision by those operators, not a ban imposed by the FCCPC.
“It is inaccurate to attribute avoidable disruption to regulation where regulated entities had adequate notice and sufficient opportunity to comply.
“Attempts to misrepresent temporary service inconvenience as the result of lawful consumer regulation are mischievous. Nigerians deserve accurate information, not sensational claims,” the FCCPC said, urging consumers and members of the public to disregard “false and misleading narratives on this issue.”
MTN Nigeria and Airtel Nigeria announced the suspension of their data and airtime borrowing services because of regulatory requirements.
By Adedapo Adesanya
Nigeria has intensified its bid to host the African Union (AU) African Monetary Institute (AMI), with the Federal Ministry of Finance leading coordinating efforts to secure the institution ahead of its planned 2026 operationalisation.
The renewed push was made on the sidelines of the IMF/World Bank Spring Meetings in Washington D.C., where Nigeria is advancing its case as a credible host for the continental institution central to Africa’s monetary integration agenda.
Speaking through the Permanent Secretary of the Ministry, Mr Raymond Omachi, the Honourable Minister of Finance and Coordinating Minister of the Economy, Mr Wale Edun, underscored the country’s full political and institutional backing for the initiative. He stated that Nigeria has moved beyond policy commitments to concrete delivery, with the necessary infrastructure and administrative arrangements already in place.
The Nigerian government emphasised that hosting the institute aligns with Nigeria’s broader economic strategy of positioning Abuja as a hub for continental financial coordination.
It noted that the institute represents a critical step toward deeper monetary cooperation, improved macroeconomic convergence, and a more integrated African financial system.
Earlier, the Governor of the Central Bank of Nigeria, Olayemi Cardoso, had reaffirmed Nigeria’s readiness through his representative, the Deputy Governor, Economic Policy, Mr Muhammad Abdullahi.
He indicated that a dedicated office facility has already been secured in Abuja and made available for inspection, reflecting the country’s preparedness to meet host country obligations.
According to the Ministry, Nigeria remains actively engaged with the African Union and is prepared to conclude all required agreements to ensure a seamless take-off of the institute within the stipulated timeline.
The African Monetary Institute, approved in February, is designed to strengthen policy coordination, stabilise exchange rate frameworks, and lay the groundwork for eventual monetary unification across the continent.
On his part, the Chief Economist and Vice President of the African Development Bank (AfDB), Mr Kevin Urama, noted that the institute would strengthen financial stability, improve debt sustainability, and address structural constraints posed by multiple currencies across the continent.
Nigeria hosting the institute would mark the presence of another African-based organisation in Africa’s most populous country, which also plays host to the African Energy Bank.
By Adedapo Adesanya
Troops of the 81 Division Nigerian Army have successfully foiled an illegal petroleum bunkering operation and arrested 14 suspected oil thieves at the Lekki Free Zone general area near the Dangote Refinery in Lagos State.
According to the troops, acting on credible and actionable intelligence, they conducted a swift and coordinated operation in the early hours of Thursday, April 16, 2026, at about 0130 hours.
During the operation, the suspects were apprehended while actively siphoning petroleum products.
The criminals had illegally connected a long pipeline from the high sea to a tanker concealed in a bush location and were using a generator-powered pumping machine to transfer the products into the vehicle.
On sighting the approaching troops, the suspects attempted to flee but were swiftly overpowered and arrested by the soldiers, with their operational equipment confiscated.
Items recovered from the scene include a petroleum tanker truck loaded with siphoned petroleum products, one Lexus Highlander SUV with Registration Number APP 67 JQ Lagos, one Ford Hilux vehicle with Registration Number BY 117 FST Lagos, one pumping machine, one 40HP boat engine, and a large quantity of industrial hosepipes and other related bunkering equipment.
The arrested suspects and recovered items are currently in the custody of the 81 Division of the Nigerian Army for preliminary investigation and subsequent handover to the appropriate prosecuting agencies in accordance with extant laws.
The Nigerian Army reiterates its unwavering commitment to combating crude oil theft and other economic sabotage, particularly within critical national infrastructure zones.
The Army in the statement said, “Members of the public are encouraged to continue providing timely and credible information to the military and other security agencies to enhance ongoing operations.”
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