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Nigerian Consumers Highly Price Conscious—Study

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Nigerian Consumers Shoppers

‘Money’s too tight to mention’ for Nigerian shoppers who are highly price conscious and are taking several measures to mitigate rising food prices including cutting down on luxury items and buying in bulk to benefit from lower prices. These are just some of the findings from Nielsen’s latest 2019 Nigeria Shopper Trends Report.

Nielsen Consumer Insights Lead for West Africa Abiodun Olawale-Cole says; “Nigerian shoppers have become more cautious with their spend, they are pre-planning their category choices prior to shopping visits and once in store; mostly buying essentials and switching to cheaper brands.

“Factors impacting these choices include the fact that they’re increasingly shopping with a limited budget and are keen on low prices. In addition, a high number of shoppers notice price changes and most think prices are on the rise.”

Despite their concerns around price, Nigerian shoppers are experimental when it comes to trying new stores and will visit a new outlet in the area. Though motivated for initial visits, this is not seeing shoppers move past the trial stage of the shopping journey and is not converting them to loyalists.

Olawale-Cole suggests; “Retailers and manufacturers must consider the current shopper mindset when it comes to product pricing and strive to meet the needs and wants of a price conscious and deal-seeking shopper to improve loyalty and secure higher spend.”

Modern trade gains ground

Looking at the evolving roles of Modern Trade (MT) e.g. branded supermarkets and stores versus Traditional Trade (TT) e.g. non-branded stores, table-tops and kiosks within the Nigerian retail space, Olawale-Cole says that MT is starting to gain a foothold with a total value share of around 5% of FMCG sales.

“More than 90% of FMCG sales within Nigeria still take place within TT outlets in terms of value and volume and we don’t see that changing much in the next 12-months, however, we do expect significant growth in MT within the next five years.”

“Where we are seeing a lot of growth is in the number of physical MT stores with a number of local branded supermarkets opening e.g. Adide, as well as international chains such as Shoprite and Spar having bolstered the market. The percentage of spend has also almost doubled in Supermarkets compared to 2 years back (17% in 2017 to 33% in 2019), signalling more acceptance of modern trade in the country.”

The Nielsen Shopper Trends study found that Nigerian shoppers mainly use TT for their top up shops, so frequency of visits to these types of stores is understandably higher. Their main reason for visiting MT stores is for bulk shopping with spend normally much higher for this type of trip and visits to supermarkets averaging four times a month, while visits to convenience stores average nine times a month.

Convenience is key

Olawale-Cole elaborates; “Nigerians are starting to shop at Modern Trade outlets more; with one of the key drivers of this behaviour being the convenience of a one stop shop. This is evidenced by the fact that Convenience Stores have the highest monthly footfall within the MT category, with average shopper visits more than double that of Supermarkets.

It’s important to note that Traditional Trade (TT) also offers convenience in the form of close proximity to home and office and still provides better pricing on certain items but Olawale-Cole says; “In line with consumers’ need to simplify their lives, we foresee urban MT retail outlets e.g. supermarkets, growing their share of trade in Nigeria, as consumers become more willing to pay for the convenience and time saving benefits of one stop shop solutions.” Evidence of this is that larger independent MT stores are already gaining ground in Nigeria’s urban areas, with formats offering a combination of large and small stores.

Overall, the growing demand for convenience presents manufacturers and retailers with countless opportunities.

Olawale-Cole comments; “Today, convenience transcends products, services and store channels. Packaging innovation, route to market, storage, portability and ordering, as well as device, payment and application technologies all need to be key considerations in providing an overall convenience experience that appeals to the discerning Nigerian shopper.”

Modupe Gbadeyanka is a fast-rising journalist with Business Post Nigeria. Her passion for journalism is amazing. She is willing to learn more with a view to becoming one of the best pen-pushers in Nigeria. Her role models are the duo of CNN's Richard Quest and Christiane Amanpour.

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Women Need to Own Their Stories, Collaborate—Ayo Mario-Ese

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UBA Business Series Ayo Mario-Ese

By Modupe Gbadeyanka

Celebrated broadcaster with Arise TV, Mrs Ayo Mario-Ese, has charged women to be open to collaboration and not limit themselves.

The charming media personality was one of the panellists at the UBA Business Series themed Introducing Gen W – The Evolved Woman, held at the UBA House in Lagos last Thursday.

At the event moderated by popular actor, Mr Tobi Bakre, the Morning Show anchor on Arise TV expressed worry about females who are usually laidback about speaking up and sharing their achievements, and said that women need to own their stories.

“A lot of women are doing phenomenal work and are sometimes afraid of showcasing what they are doing. As an evolved woman, you have to find out what you are comfortable doing, create your own unique offering, and also be open to collaboration,” she submitted.

Another panellist, Ms Joycee Awosika, described an evolved woman as one who has awareness of who she is.

“That woman does not need to ask to sit at the table; she is creating her own table and adding value. As your company is growing, you must grow too, and always do an audit of where you need to become a better leader,” the energy economist stated.

For a digital entrepreneur, Ms Tomike Adeoye, the question of what a woman is bringing to the table has now become obsolete, as the evolved woman is now bringing their own table.

“She is now more vocal about their struggles, setting the standards, and she is not ready to give up on her dreams,” she declared.

For the founder of Fine-Funky, Ms Olufunke Davies, she remarked that, “Creating unique designs that are affordable remains my driving force and something that has helped me grow as an evolved woman.”

In her remarks, the Group Head for Brand, Marketing and Corporate Communications at UBA, Ms Alero Ladipo, said, “Raising each woman is actually not that hard, because everyone has their community as well as their story; and so as women, we need to take a position so that we can give to others.”

She said the Gen W platform of the lender is dedicated to the evolved woman, adding, “Through expert insights, real stories, and practical resources, the platform connects women who are building brands, creating businesses, growing careers, and leading across industries. They also have access to a plethora of discounted products and loans. The best part: it is open to every woman. No UBA account needed. This is Gen W, for the evolved woman.”

This edition of the UBA Business Series was hosted to mark International Women’s Month.

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Navy Intensifies Crackdown on Oil Theft in Rivers, Calabar

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oil theft

By Adedapo Adesanya

The Nigerian Navy has intensified its crackdown on crude oil theft and illegal bunkering, destroying a reactivated illegal refinery site in Rivers State and intercepting suspected stolen petroleum products in Calabar.

The Director of Naval Information, Captain Abiodun Folorunsho, disclosed this in a statement on Sunday in Abuja, revealing that personnel of the Nigerian Navy Ship SOROH, operating under Operation Delta Sentinel, destroyed a reactivated illegal refinery site at Okolomade Community in Abua-Odual Local Government Area (LGA) of Rivers State.

He said the action followed credible intelligence that a previously dismantled illegal refining site had resumed operations.

According to him, an Anti–Crude Oil Theft (Anti-COT) team deployed to the location discovered that the dismantled refining oven had been reconstructed.

“Further exploitation of the area led to the discovery of additional refining equipment and storage facilities containing about 3,000 litres of product suspected to be illegally refined Automotive Gas Oil (AGO),” he said.

Mr Folorunsho added that the illegal refining infrastructure—including ovens, storage tanks, hoses, connected pipes and newly acquired metal components used for illegal refining—was destroyed in line with operational procedures.

He said personnel of the Nigerian Navy Ship Victory, in another operation, intercepted about 3,950 litres of suspected stolen petroleum products at the Nigerian Ports Authority (NPA) area in Calabar, Cross River.

He said the interception was based on credible intelligence on suspected siphoning of petroleum products from vessels berthed at the port.

The naval patrol team, according to him, swiftly deployed to the area and traced the illegally siphoned products to a trailer park within the port facility.

“On sighting the naval patrol team, the suspected perpetrators fled the scene, after which the area was cordoned off and the illegally siphoned products secured,” he said.

The official said further inspection led to the recovery of about 3,950 litres of Automotive Gas Oil stored in drums and jerrycans, which had been evacuated to the naval base for further necessary action in line with extant regulations.

He noted that the successes aligned with the directive of the Chief of the Naval Staff, Vice Adm. Idi Abbas, to intensify operations against crude oil theft and other maritime crimes across Nigeria’s maritime domain.

The captain reiterated the Navy’s commitment to sustaining the operational tempo of Operation Delta Sentinel through intensified surveillance, patrols and intelligence-driven operations aimed at combating crude oil theft, illegal bunkering and other forms of economic sabotage.

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Mastering SEO: Proven Methods to Grow Your Online Presence

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RiseGrower

Search Engine Optimization isn’t what it used to be.

Gone are the days of stuffing keywords, buying random backlinks, and expecting overnight rankings. Today, SEO is a sophisticated blend of technical precision, content authority, brand positioning, and strategic digital PR.

At RiseGrower.com, we’re launching with one mission:

To help brands grow through ethical, scalable, authority-driven SEO.

This isn’t just another SEO agency. This is the next evolution of ranking strategy.

🌍 SEO in 2026: What Has Changed?

Search engines—especially Google—have become dramatically smarter.

Modern ranking systems analyze:

  • Topical authority
  • Content depth and expertise
  • User engagement signals
  • Link quality (not quantity)
  • Brand credibility
  • Search intent satisfaction

SEO today is no longer about “gaming the algorithm.” It’s about becoming the most trusted answer in your industry.

That’s where RiseGrower comes in.

🚀 What RiseGrower.com Is Built For

We specialize in performance-focused SEO strategies designed to:

  • Increase organic traffic
  • Improve high-intent keyword rankings
  • Strengthen domain authority
  • Build sustainable backlink profiles
  • Turn search visibility into revenue

Our approach combines:

  • Advanced technical SEO audits
  • Strategic content architecture
  • Authority guest posting campaigns
  • White-hat link acquisition
  • On-page optimization
  • Data-driven reporting

We don’t chase vanity metrics. We build growth systems.

🧠 Our Philosophy: Authority Wins

Search engines reward expertise and trust.

That’s why our strategy centers around three pillars:

1️ Topical Authority

We help brands dominate entire keyword clusters—not just single keywords.

2️ Editorial Authority

Through high-quality guest posting on real industry publications, we build contextual backlinks that move rankings safely and effectively.

3️ Technical Excellence

From crawl optimization to structured data, we ensure search engines fully understand and prioritize your content.

🔥 Why Most SEO Strategies Fail

Many businesses struggle with SEO because:

  • They focus only on backlinks without strategy
  • They publish content without search intent research
  • They ignore technical site health
  • They chase short-term wins instead of long-term growth

SEO is not a trick.

It’s a system.

RiseGrower builds systems.

📊 Our Approach Is Data-Driven

Every campaign starts with:

  • Competitive analysis
  • Keyword gap research
  • Link profile audit
  • SERP intent mapping

We analyze what’s ranking—and why.

Then we engineer a strategy that outperforms it.

🏢 Who We Work With

RiseGrower is built for ambitious brands:

  • SaaS companies
  • eCommerce brands
  • Agencies
  • Startups
  • Enterprise businesses
  • Niche industry leaders

If your goal is sustainable organic growth, you’re in the right place.

⚖️ White-Hat SEO Only

We believe in:

  • Real editorial placements
  • Ethical outreach
  • Genuine authority building
  • Search engine compliance

We do not use:

  • Private Blog Networks (PBNs)
  • Spammy link schemes
  • Automated backlink tools
  • Manipulative ranking shortcuts

Long-term growth requires integrity.

📈 The Rise of Performance-Based SEO

The future of SEO isn’t “deliverables.”

It’s measurable outcomes.

At RiseGrower, we align our strategy with:

  • Ranking milestones
  • Traffic growth targets
  • Lead generation goals
  • Revenue impact

Because rankings are only valuable if they drive business growth.

🌟 What Makes RiseGrower Different?

We blend:

  • SEO strategy
  • Digital PR
  • Authority guest posting
  • Content intelligence
  • Conversion-focused thinking

We don’t just improve rankings.

We build market leaders.

🔮 The Future of Search

AI-generated content is flooding the internet. Competition is rising daily.

Search engines will increasingly reward:

  • Authentic expertise
  • Brand mentions
  • Trusted backlinks
  • Valuable long-form content
  • Real-world credibility

The brands that invest in authority now will dominate tomorrow.

RiseGrower was created for that future.

🚀 Launching Soon

RiseGrower.com is preparing to launch with a clear promise:

Growth through strategic SEO authority.

If you’re ready to:

  • Outrank competitors
  • Scale organic traffic
  • Build long-term visibility
  • Turn search into revenue

We’re ready to grow with you.

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