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Nigeria’s Retail & Consumer Landscape Sees Rapid Changes

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As Nigerian consumers emerge from a restricted living scenario unlike any they have experienced before, there are already big shifts in their consumption dynamics with some behaviours set to never return.

This insight stems from Nielsen research which reveals that 48% of Nigerians feel the pandemic has had a sizeable impact on their lives amidst the COVID-19 pandemic

Nielsen Consumer Insights Lead for West Africa, Abiodun Olawale-Cole comments; “The reality is that the consumer emerging from lockdown is a changed consumer, facing the reality of juggling work and home against the backdrop of a fundamentally altered world, severely constrained finances and a hyper vigilance on health and safety.

“The past few weeks have also seen a significant shift to a homebound mindset where health and safety is a number one priority with a resultant desire to shop from home (online) or close to home. These changes have been exacerbated by restricted shopping in some areas and constraints like supply shortages and delivery/fulfilment challenges.”

A Nielsen Consumer Insights survey shows that this has resulted in fundamentally altered shopping habits with 71% Nigerians shopping less in malls, 70% reducing shopping in hypermarkets and supermarkets and 58% shopping less at tabletops. In addition, 39% of Nigerians say they are shopping more online for food and beverage products.

With a strong shift to home based lifestyle, unsurprisingly 74% of Nigerians also said they are eating out less and more than half claim to now eat more at home, They are also seeking safer banking options with 62% using ATMs less and 51% say they are banking online more.

Product performance

Against this backdrop, there have been significant movements in product selection during lockdown. Essentials such as sanitation & safety products such as hand care, household cleaners and health products/supplements showed good growth as did staples such as pasta, noodles, and coffee.

Nielsen Nigeria MD, Ged Nooy explains; “Consumers are juggling their category basket to cope with the current times. They have learnt to appreciate essentials with the aim of maintaining pantry reserves to ensure an uninterrupted supply and have also gravitated towards simplified product repertoire.”

However, perhaps unsurprisingly, during the same timeframe non-essentials such as soft drinks, candies and biscuits saw steep declines and consumer purchases also shifted away from laundry and self-care. This may be due to the fact that as consumers experienced more financial constraints they have forgone certain groceries and discretionary purchase.

Scenario planning

Looking to the future, as Nigeria transitions into ‘post lockdown’ living Nielsen has created various consumer scenarios that could play out over the next 12-18 months.

Nooy explains; “One of the scenarios we have identified is a ‘Mixed Scenario’, which applies to Nigeria where we are starting to relax certain restrictions in order to reactivate business, while maintaining or implementing additional precautionary measures to guard against further spread of the virus.

“This will create conditions that we have never seen before with consumers who are increasingly concerned about the presence of the virus and catching it. They are also focused on the origin and transparency of products which will see a growth in locally produced and sourced goods.

“Demand for these offerings will also be driven by long term shortages of imported products and their resultant higher price points, which may well further strengthen preference for locally produced products and ensure long-term loyalty.”

Nooy adds that as FMCG manufacturers and retailers reflect, rebuild and reconsider the orientation of their businesses and brands for the future, they will need to predicate their ecosystems and strategies upon a deep understanding of what economies and consumers have endured and how they will emerge.

“The key to success will be anticipating how these lifestyle changes will drive new consumer needs and mindsets and as a result, businesses will need to carefully (re)consider and plan for how to solve and adapt to the future conditions through new and unfolding patterns.”

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NCS, PEBEC Unveil Framework to Strengthen Trade Competitiveness

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By Adedapo Adesanya

The Nigeria Customs Service (NCS), in partnership with the Presidential Enabling Business Environment Council (PEBEC), has launched a strategic reform agenda aimed at enhancing port efficiency and strengthening Nigeria’s trade competitiveness.

The initiative was unveiled on Tuesday, April 7, 2026, at the opening of a three-day operational workshop in Apapa, Lagos, themed Customs Leadership in Port Efficiency, Inspection Reform and Clearance Timeline.

Speaking at the event, the Comptroller-General of Customs, Mr Adewale Adeniyi, outlined a five-pillar strategy designed to transform port operations. The framework focuses on joint inspections, risk-based cargo clearance, optimisation of scanning infrastructure, enforcement of service timelines, and improved inter-agency collaboration.

Mr Adeniyi emphasised that the Service is shifting from policy formulation to effective implementation, stressing the need for consistent execution of established best practices.

He noted that the “workshop was aimed at bridging the gap between knowledge and action within the system.”

He further highlighted the transition to intelligence-led cargo processing, stating that ongoing investments in digital platforms and scanning systems must result in faster, more transparent clearance procedures for traders.

To ensure accountability, the Customs boss disclosed that the workshop would produce a reform execution matrix subject to close monitoring, adding that he would personally track progress reports.

He also urged officers to uphold professionalism, integrity, and commitment in the discharge of their duties.

In her remarks, the Director-General of PEBEC, Mrs Zahrah Mustapha-Audu, underscored the importance of adopting risk-based, data-driven inspection systems.

According to her, efficient and transparent border processes are essential to reducing the cost of doing business and improving Nigeria’s global trade standing.

Also speaking, the Deputy Comptroller-General in charge of Tariff and Trade, Mrs Caroline Niagwan, said the evolving mandate of the Service places it at the heart of trade facilitation and economic growth, adding that efficiency must be reflected across all commands.

As part of the engagement, the Customs and PEBEC delegation visited the National Single Window facility, where they held discussions with the Chairman of the Nigeria Revenue Service, Mr Zacch Adedeji, and other stakeholders to review progress and address operational challenges.

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Madica Invests $600k in Nigerian Data Startup Biovana, Two Others

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By Adedapo Adesanya

Madica, a structured investment programme for pre-seed African startups, has announced new investments totalling $600,000 in three tech-enabled startups, including Nigerian data startup, Biovana.

According to the initiative, these investments further reinforce Madica’s commitment to supporting founders and startups often excluded from traditional venture funding. The other startups include Tanzania’s Kilimo Fresh and Kenya’s Hakimu.

Each company has secured up to $200,000 in funding and will take part in Madica’s 18-month programme. This includes a tailored curriculum, hands-on mentorship, executive coaching, and two fully funded immersion trips to key technology ecosystems, both locally and internationally. The startups will also gain access to Madica’s global investor network, helping position them for growth and long-term success.

Madica’s programme seeks to counter the concentration of Africa’s tech funding in a few markets, verticals, and well-networked entrepreneurs and instead drive more equitable growth across the continent. This is done by backing a mix of underrepresented founders, startups from underserved regions, and innovators in overlooked sectors.

Launched in 2022, Madica is a sector-agnostic investment program designed to address structural gaps in Africa’s startup ecosystem. The program tackles key challenges startups face, such as limited access to capital, a scarcity of investors, and insufficient mentorship. It also provides the structured support necessary for startups to resolve critical issues and foster innovation, entrepreneurship, and wealth creation across the continent.

Kilimo Fresh (Tanzania), co-founded by Ms Baraka Chijenga and Mr Justice Mangu, connects smallholder farmers in Tanzania to reliable urban markets by aggregating, processing, and distributing fresh produce through a technology-enabled supply chain, aiming to reduce food waste.

Hakimu (Kenya), Hakimu, co-founded by Ms Rawan Dareer, Mr Ahmed Ahmed and Mr Ahmed Elbashir, is building a pan-African legal infrastructure leveraging the power of AI.

Biovana (Nigeria), co-founded by two female founders, Ms Estelle Dogbo and Dr Jumi Popoola, is a data harmonisation and certification platform focused on unlocking African health datasets for global pharmaceutical, AI, and clinical research applications.

Commenting on the new portfolio companies, Mr Emmanuel Adegboye, Head of Madica, said, “Each new investment brings us closer to the portfolio we set out to build, one that reflects the full breadth and diversity of African entrepreneurship. These three startups join a growing community of founders we’re backing with the resources, relationships, and runway they need to succeed at this early stage. The opportunity across the continent is enormous, and we’re committed to being a crucial and consistent partner in realising it.”

“Joining the Madica portfolio is a significant moment for Hakimu. We’re revolutionising access to justice across Africa, and having a partner that understands the specific challenges and opportunities of scaling in Africa makes a real difference,” said Ms Dareer, co-founder and CEO of Hakimu. “We’re grateful for the trust, looking forward to the hands-on support, and clear-eyed about the work ahead.”

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Tinubu, Dangote, Others for Africa CEO Forum 2026 in Kigali

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By Adedapo Adesanya

President Bola Tinubu is expected to be among the leading public figures attending the next edition of the Africa CEO Forum, which will take place on May 14-15, 2026, in Kigali, Rwanda

A strong Nigerian private-sector delegation will also take part, including Mr Aliko Dangote, Mr Wale Tinubu, Mr Ofovwe Aig-Imoukhuede, Mrs Adesuwa Ladoja, Mrs Rachel More-Oshodi, Mrs Zouera Youssoufou, Mr Karim Noujaim, Mr Dany Abboud, Mr Ayo Otuyalo and Mr Chukwuerika Achum. Nigeria’s Coordinating Minister of Health and Social Welfare, Professor Muhammad Ali Pate, will also be present.

According to a statement on Tuesday, the 2026 edition will convene in Kigali to address a defining question for Africa’s future: how to achieve the scale necessary to compete, integrate and thrive in a fragmenting world.

It comes as global power dynamics continue to evolve, while the ability of Africa to rely on competitive, agile and internationally integrated corporate champions has become a defining corporate imperative. In this shifting global landscape, one lesson is clear: scale is no longer optional. It is the first line of defence.

Organised by Jeune Afrique Media Group and co-hosted by the International Finance Corporation (IFC), the Africa CEO Forum 2026 will convene Africa’s leading public and private decision-makers around a clear conviction: scale can only be achieved through shared African ownership.

The Forum will explore three strategic levers to build continental scale. First is shared equity, which will look to unlock cross-border equity investment to create multinational African champions. Mobilise African institutional capital across markets to strengthen resilience and enhance long-term returns.

Also, is shared infrastructure, which will take on designing complementary infrastructure to integrate African value chains. Champion transformative projects that serve regional, not merely national, needs and create truly connected markets.

Thirdly is shared frameworks, which is set to harmonise standards, rules and regulations to boost investor confidence and enable the free flow of capital, goods and services. Build future-proof digital rails for health, education, agriculture and cross-border payments.

Speaking on this, Mr Amir Ben Yahmed, President of the Africa CEO Forum, stated: “If Africa wants to compete in a world defined by scale, it must move beyond economic patriotism and embrace a new model: African capital investing together. Shared ownership, cross-border partnerships and continental ambition will define the economic future of Africa and the next generation of African champions.”

On his part, Mr Makhtar Diop, Managing Director at IFC, stated: “Africa has the capital and the opportunity to grow and create quality jobs. What matters now is putting that capital to work at scale. That means building trust, sharing risk, and investing across borders. The Africa CEO Forum brings leaders together to connect policy and private investment, and to help shape Africa’s next phase of growth.”

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