This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

Amid rampant inflation, which led to a sharp rise in unit prices, volume sales of tobacco continued to decline in 2024 but at a much slower pace than in the previous year. Higher prices were largely driven by the depreciation of the foreign-exchange value of the local currency. The shortage of foreign currency also restricted the availability of some imported brands. The buying power of local consumers was further undermined by slowing economic growth. Amid rising unit prices, many local consume

Amid rampant inflation, which led to a sharp rise in unit prices, retail volume sales of cigarettes continued to decline in 2024 but at a much slower pace than in the previous year. The price increase was largely caused by the depreciation of the local currency. Consumers’ buying power was further undermined by slowing economic growth. While the average unit price increased by almost 50%, a range of cheaper brands offered consumers the option to trade down. High unit prices also encouraged a shi

Amid high inflation, which limited consumer purchasing power, retail volume sales of cigars, cigarillos and smoking tobacco continued to decline in 2024, albeit at a slower rate than in the previous year. The category remains a niche, as these products are regarded as luxuries by most local consumers. A sharp increase in unit prices pushed these products beyond the reach of many. Prices rose significantly due to the severe depreciation of the local currency, which drove up import costs. This als

Amid difficult economic conditions marked by elevated inflation, retail volume sales of smokeless tobacco, which accounts for the bulk of retail volume sales of smokeless tobacco, e-vapour products and heated tobacco in Nigeria, continued to decline in 2024 but at a slower rate than in the previous year. Since all packaged brands are imported, unit prices have been further impacted by the steep depreciation of the local currency, which has driven up import costs. Demand for packaged smokeless to

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

The population of Nigeria is predicted to increase by 34.4%, due to changes in net migration and natural change, standing at a total of 313 million citizens by 2040. Demographic changes, economic conditions and social trends are all contributing to negative net migration. Nigeria’s birth rate is expected to fall between 2024 and 2040. Young adults (aged 18-29) will represent the largest portion of the population by 2040.

In 2024, Nigeria's retail landscape was shaped by a complex interplay of macroeconomic headwinds and strategic adaptations by key players across all channels. The removal of the fuel subsidy, introduced as part of the government's broader economic reform programme, triggered sharp increases in fuel prices, exacerbating an already inflationary environment and significantly raising operational costs for retailers. These factors, coupled with steep currency depreciation and persistent electricity s

Direct selling in Nigeria continued to rely on health and beauty products as its main source of retail value growth. Nigerian consumers remain drawn to high-quality, often herbal-based personal care items, and direct sellers are able to distinguish their offerings through multi-level marketing and personalised engagement. However, performance was negatively impacted by the high inflation rate, depreciation of the Naira, and shrinking disposable incomes, which led many consumers to seek more affo

Discounters emerged as the most dynamic channel in retailing in 2024, with strong double-digit growth driven by inflationary pressure and currency depreciation. Soaring food prices made consumers more price sensitive and increased demand for affordable options, allowing discounters to position themselves as attractive alternatives to traditional and modern retail. By expanding private label offerings that are locally sourced, discounters minimised reliance on costly imports and appealed to budge

Despite Nigeria’s economic difficulties, appliances and electronics specialists remained the preferred purchasing channel for tech products. Inflation and a sharp depreciation of the Naira significantly raised import costs, making appliances and electronics increasingly expensive. In addition, the sharp increase in electricity tariffs – up to 200% – has dampened demand for energy-intensive products. To boost sales despite these pressures, specialist retailers are expanding Buy Now Pay Later (BNP

Hypermarkets continued to serve middle- and high-income shoppers seeking one-stop solutions for monthly groceries. However, rising inflation, currency depreciation, and increased prices for imported brands contributed to a decline in revenue in constant value terms. Investment in new outlets was constrained, keeping hypermarkets underpenetrated and allowing other formats, such as supermarkets and discounters, to grow more rapidly. Furthermore, online marketplaces have gained traction by offering

Supermarkets in Nigeria continued to build momentum in 2024, benefiting from a mix of expansion into tier cities, digital integration, and value-driven offerings such as loyalty schemes and private label. Retailers like Spar adopted conservative physical expansion strategies, instead focusing on partnerships with delivery platforms such as Glovo to boost reach. These efforts helped supermarkets maintain an edge over hypermarkets and convenience stores, despite economic headwinds. Nevertheless, d

Apparel and footwear specialist retailers in Nigeria struggled under the weight of persistent economic pressures in 2024. Currency depreciation made imports more expensive, raising unit prices and limiting access to affordable apparel, as many retailers depend on either imported goods or imported textiles for local production. As a result, although value sales rose in current terms, growth remained negative in constant terms. Informal retail channels – particularly second-hand markets and smuggl

The performance of convenience retailers in Nigeria in 2024 was significantly affected by inflationary pressure, which drove up operating costs and limited investment in the channel. As a result, the number of outlets declined, and retail value sales remained under pressure in constant terms. Convenience stores also faced growing competition from discounters, which continued to attract price-sensitive consumers with more affordable offers. Additionally, the widespread presence of traditional ret

Despite the rise of modern grocery channels, small local grocers continued to thrive in 2024, supported by the informal sector’s vast economic footprint and the needs of lower-income households. With around 40 million small enterprises, informal retail remains the backbone of Nigeria’s grocery landscape. Small grocers offer flexibility with low inventory models, cater to demand for smaller pack sizes, and operate close to consumers, often within walking distance. This proximity, combined with pe

In 2024, beauty specialists in Nigeria faced significant headwinds due to rising inflation and the steep depreciation of the naira. These factors led to elevated prices for imported beauty products, dampening consumer spending. However, resilience in skincare, especially products with natural ingredients, helped cushion the impact. Consumers increasingly sought items with fewer harmful chemicals, such as those containing vitamins and botanical extracts. Despite competition from grocery retailers

Homewares and home furnishing stores recorded strong growth in current value terms in 2024, largely driven by high inflation and resultant price increases. However, in constant value terms, performance was more modest due to subdued consumer confidence and shrinking disposable incomes. Home improvement stores struggled the most, with declining outlet numbers amid cautious consumer spending. In contrast, demand for furnishings persisted among affluent urban consumers, supported by growing urbanis

Department stores in Nigeria struggled in 2024 due to persistent macroeconomic headwinds. Concentrated primarily in Abuja and Port Harcourt, with no presence in Lagos, the channel suffered from weakening consumer spending and rising transport costs linked to elevated fuel prices. As many consumers prioritised essential goods and shopped closer to home, footfall declined. The channel also faced intensified competition from both specialist stores and e-commerce platforms offering greater convenien

Retail e-commerce in Nigeria recorded robust current value growth in 2024, despite significant challenges. Rising inflation, currency depreciation and high fuel costs affected logistics and reduced consumer purchasing power. However, increased internet penetration, greater smartphone accessibility, and the emergence of on-demand delivery platforms such as Glovo have supported the channel’s expansion. Fintech-led innovations in mobile payments further boosted consumer trust in online transactions

Cafés/bars struggled overall in Nigeria in 2024, with different performances seen across the different categories. Bars/pubs, for example, suffered from the impact of inflation on consumers’ purchasing power. Specifically, the increases in the prices of drinks led to consumers channelling their resources to essentials such as food, thereby impeding the sales growth of bars/pubs. Also, many consumers chose to consume alcohol at home instead, using their home environments for social gatherings wit

Standalone stores remained popular in foodservice by location in Nigeria in 2024, thanks the notable footprint of such outlets across the country. With many chained brands looking to expand into untapped areas, such as smaller towns and even more rural areas, standalone outlets are growing each year. Standalone outlets are also able to incorporate drive-through options into their offers and, although delivery has seen a boom over recent years, drive-through options still remain a convenient and

Street stalls/kiosks remained a major category in consumer foodservice in Nigeria in 2024, heralding robust growth through such outlets’ offer of affordable and popular food. Indeed, such outlets tend to fare particularly well in times of economic downturn, as budget-conscious consumers shy away from more expensive foodservice options. Rather, within this landscape, consumers seek cheap, quality food – which street stalls/kiosks is well placed to offer, with its local flavours and generous servi

Full-service restaurants managed to achieve a positive performance in Nigeria in 2024, despite a challenging economic climate. This positive performance was seen across value sales, transactions, and outlet numbers. However, challenges remain, due to the comparably higher prices seen in these establishments. Indeed, dine-in options at full-service restaurants are more expensive than options at limited-service restaurants, there have been rising costs of living, and higher costs associated with f