Consumer Values and Behaviour in Nigeria

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.

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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.

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