Inflation drives 6 in 10 Nigerian consumers to change manufacturers in 2025 – Report 

Rising inflation and shrinking disposable revenue have pushed extra Nigerian consumers to change manufacturers searching for affordability and worth. Some family necessities recorded excessive ranges of brand name switching, reflecting rising strain on family budgets.

Many Nigerian customers are rethinking what they purchase, prioritizing affordability and worth over model loyalty as inflation erodes their buying energy

Latest knowledge from NielsenIQ, a worldwide knowledge and analytics firm, titled “NIQ 2025 Shopper Outlook survey”, exhibits that nearly six in each ten consumers have switched manufacturers previously yr attributable to elevated costs.

“Virtually 6 in each 10 consumers have switched manufacturers previously 1 yr attributable to elevated costs 

“Toothpaste, cooking oil, and laundry merchandise proceed to exhibit the best ranges of brand name switching, whereas the beverage class posts higher loyalty,” the report said 

Necessities high the switching chart 

High switchers

• Toothpaste: 52% of individuals modified manufacturers (only one% lower than in 2024).
• Cooking oil: 37% switched (10% fewer than in 2024).
• Cleansing and laundry merchandise: 34% switched (23% fewer than in 2024).
• Milk: 34% switched (11% fewer than in 2024).
• Skincare merchandise: 33% switched (7% fewer than in 2024).
• Physique care merchandise: 30% switched (12% fewer than in 2024).
• Breakfast cereal: 22% switched (1% fewer than in 2024).
• Hair care: 20% switched (3% fewer than in 2024).

Decrease switchers  

• Tea: 17% switched (5% fewer than in 2024).
• Delicate drinks: 16% switched (16% fewer than in 2024).
• Power drinks: 13% switched.
• Female care merchandise: 12% switched.
• Juice and nectars: 10% switched.
• Alcoholic drinks: 10% switched.
• Yoghurt: 9% switched.
• Telecom providers: 9% switched.

Model belief drivers 

The NielsenIQ report additionally confirmed that Nigerian consumers nonetheless worth belief at the same time as they modify manufacturers.

“99% of Nigerian customers say that trusting the model they’re shopping for from could be very or considerably vital,” the report said. 

Product high quality and consistency stay essentially the most vital belief issue, influencing 76% of consumers. Customer support and responsiveness adopted at 63%, whereas clear enterprise practices stood at 58%. Suggestions from family and friends, and environmental sustainability, each ranked at 57%.

Nigerians are additionally exhibiting rising curiosity in manufacturers that replicate native id and social impression. Forty-three per cent of consumers stated range and inclusion in branding issues to them, whereas 41% cited neighborhood involvement and native manufacturing as vital.

A very good variety of Nigerians are additionally exhibiting rising curiosity in merchandise sourced from or made in my residence nation, rating at 41%.

Extra insights 

Open markets, neighborhood grocery shops, and supermarkets are the highest buying channels for Nigerians, every serving distinct grocery wants and buy missions.

• Open markets stay the main buying channel for Nigerians, particularly for giant pantry restocking, with 64% of consumers utilizing them for bulk purchases. They’re additionally seen as the most effective locations to seek out all the pieces wanted and get the most effective costs. Their dominance stems from aggressive pricing, huge product selection, and the flexibleness to cut price instantly with distributors. The markets appeal to budget-conscious consumers who prioritize worth and selection over consolation or comfort.
• Neighborhood shops are the best choice for fast top-up buying; 43% of consumers desire this for getting gadgets wanted instantly. They attraction to consumers searching for comfort and accessibility, usually situated inside residential areas. These shops additionally rank highest for making clients really feel at residence, providing a private contact and familiarity that bigger retailers can’t replicate. Their energy lies in serving day by day, rapid wants with minimal effort or journey.
• Supermarkets and hypermarkets appeal to customers who prioritize the buying expertise over value. 41% of consumers say they get pleasure from hanging out in these trendy retail areas. In addition they lead in creating a snug and arranged atmosphere the place 36% of consumers report feeling at residence. With clear amenities, air con, and leisure choices, these retailers remodel buying right into a leisure exercise quite than only a necessity.