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Consumer Values and Behaviour in Nigeria

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  • 45 Pages
  • October 2022
  • Region: Nigeria
  • Euromonitor International
  • ID: 5458007
This report visually explores everyday habits and behaviours that reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits in Nigeria.

The Consumer Values and Behaviour in Nigeria report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Consumer Values market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

  • Scope
  • Consumer values and behaviour in Nigeria
  • Consumers have a strong desire to engage with brands and try new products
  • Trying new products and services appeals to all generations
  • Consumers have a strong belief in the value of their long-term investments
  • Consumers have a very positive outlook for their future
  • A strong shift back towards more in-person activities and working more
  • Generation Z feel most strongly that they will work more in the future than now
  • A high percentage expect to be more engaged in their communities
  • Climate change concerns slightly below global average
  • High percentage across generations feel they will be more engaged with their communities
  • Nigerians have high rates of home study compared to global average
  • Ready meals are a popular regular alternative to home-cooked food
  • Consumers more focused on healthy ingredients than their global counterparts are
  • Over 80% of all generations are looking for ways to make their life simpler
  • Mobile-centric Nigerians are adept at socialising with their friends online
  • Over a quarter of consumers shop as a leisure activity at least once a month
  • Baby boomers ahead of other generations in all leisure activities
  • Over 80% of respondents try to have a positive impact on the planet
  • Consumers would rather buy less to be able to afford fewer better-quality products
  • Millennials most like to visit shopping malls
  • Nigerian consumers like to seek out strong and well-known brands with clear labelling
  • Millennials appreciate products with easy-to-understand labelling
  • Increased spending on education and technology top of the agenda for consumers
  • Generation Z more focused on spending more on clothing and footwear
  • High percentage intend to increase their savings over the next 12 months
  • Privacy and data sharing management important to many Nigerians
  • Baby boomers more actively share their data and personal information online
  • Nigerians like to interact with a company’s social media feed or posts
  • Millennials like to interact online and buy more via social media platforms than other cohorts
  • Consumers are frequent users of mobile banking and in-store payments
  • All generations have high levels of banking and in-store payments on their mobile devices