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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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Tinubu Confirms Killing of Abu-Bilal Al-Manuki by Nigerian, US Forces

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Tinubu kill Abu-Bilal Al-Manuki

By Modupe Gbadeyanka

President Bola Tinubu on Saturday confirmed the killing of a senior ISIS leader, Mr Abu-Bilal Al-Manuki, in an overnight operation carried out by the United States and Nigeria.

President Donald Trump had earlier announced the elimination of the notorious terrorist via a post on his Truth Social.

Later, in a statement today, Mr Tinubu praised the action, describing it as “a significant example of effective collaboration in the fight against terrorism.”

“Our determined Nigerian Armed Forces, working closely with the Armed Forces of the United States, conducted a daring joint operation that dealt a heavy blow to the ranks of the Islamic State,” he said in the statement.

According to him, early assessments confirm the elimination of the wanted IS senior leader, Abu-Bilal Al-Manuki, also known as Abu-Mainok, along with several of his lieutenants, during a strike on his compound in the Lake Chad Basin.

He commended the partnership between Nigeria and America in waging war against terrorists, thanking his US counterpart “for his leadership and unwavering support in this effort.”

“I commend the personnel involved on both sides for their professionalism and courage, and I look forward to more decisive strikes against all terrorist enclaves across the nation,” the Nigerian leader added.

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Nigeria Steps up AI Surveillance, Anti-Drone Systems for National Security

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Anti-Drone Systems

By Adedapo Adesanya

Nigeria is set to strengthen its defence architecture by deploying artificial intelligence-powered surveillance systems and advanced anti-drone technology as part of efforts to modernise the country’s military capabilities, according to the Minister of Defence, Mr Christopher Musa.

He disclosed this during a high-level visit to Monaco, where he led a Nigerian delegation to conclude discussions on the multi-domain Hybrid Intelligence Shield (HIS) project.

According to Mr Musa, the initiative is designed to enhance border security, protect urban centres and improve the country’s response to emerging security threats.

The project is expected to introduce AI-driven surveillance systems capable of identifying threats rapidly through smart algorithms, while anti-drone technology will be deployed to intercept and neutralise unmanned aerial threats.

The government also plans to establish national and regional command-and-control centres to improve real-time coordination and response to security incidents across the country.

Mr Musa said the initiative would place strong emphasis on technology transfer and local capacity development through the establishment of a military Centre of Excellence in Nigeria.

He added that the federal government would leverage partnerships with international firms, including Marss UK Ltd, while simultaneously building indigenous capabilities to address insurgency, illegal mining, piracy and other security threats.

Nigeria has continued to battle multiple security challenges in recent years, including insurgency in the North-East, banditry and kidnappings in the North-West, farmer-herder clashes in the North-Central region, crude oil theft in the Niger Delta and piracy in the Gulf of Guinea.

Nigeria is stepping up its defence as the border region of Nigeria, Benin and Niger on the southern edge of the Sahel region is becoming a new stronghold for jihadists, as militants turn forests and pastoral networks in West Africa into bases for recruitment and international attacks.

Attacks in Nigeria have also risen, with data from the website of the Armed Conflict Location & Event Data (ACLED), a conflict-monitoring group, affirming that the number of suicide bombings in Nigeria by March already matched the annual average over the past six years.

The Nigerian military has also been dealt a blow to its military bases and senior figures targeted. In April, Brigadier-General Oseni Omoh Braimah was killed when Islamist fighters attacked a base in Borno State.

To also meet the defence goal, Nigeria is stepping up efforts to build domestic arms-manufacturing capacity.

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Nigeria, Morocco to Seal Atlantic Gas Pipeline Deal by Q4 2026

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nigeria morocco

By Adedapo Adesanya

Nigeria and Morocco are set to sign a major intergovernmental agreement later this year to push forward the long-delayed Nigeria-Morocco Gas Pipeline project, a multi-billion-dollar energy corridor expected to reshape gas trade across West Africa and Europe.

The agreement, expected to be signed in the fourth quarter of 2026 by President Bola Tinubu and King Mohammed VI of Morocco, follows the completion of preliminary technical studies for the ambitious project, according to officials from both countries.

The pipeline, also known as the African Atlantic Gas Pipeline, is projected to stretch about 6,900 kilometres along offshore and onshore routes across West Africa, making it one of the largest gas infrastructure projects on the continent.

With an estimated cost of $25 billion, the pipeline is designed to transport up to 30 billion cubic metres of gas annually once completed.

Discussions on the project gained fresh momentum during a telephone conversation between Nigeria’s Minister of Foreign Affairs, Mr Bianca Odumegwu-Ojukwu, and her Moroccan counterpart, Mr Nasser Bourita.

The project would not only strengthen energy cooperation between the two countries but also improve regional economic integration and expand Africa’s access to European energy markets.

According to Morocco’s hydrocarbons and mining agency, ONHYM, part of the gas supply will support Morocco’s domestic energy demand, while large export volumes will be directed to Europe.

The project, first proposed about a decade ago, is seen as a strategic alternative gas supply route amid rising global energy security concerns and Europe’s search for more diversified energy sources.

Beyond the pipeline, Nigeria and Morocco are also exploring broader economic partnerships, particularly in fertiliser production and distribution to support food security across Africa.

Both countries also agreed on the need to revive the Nigeria-Morocco Business Council to strengthen trade and investment relations under the African Continental Free Trade Area framework.

Analysts noted that the project could significantly boost gas monetisation opportunities for Nigeria, expand regional infrastructure development, and deepen economic ties between West African nations and Europe if successfully executed.

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