+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)

Consumer Lifestyles in Nigeria

  • PDF Icon


  • 63 Pages
  • October 2022
  • Region: Nigeria
  • Euromonitor International
  • ID: 573465
Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in Nigeria.

The Consumer Lifestyles 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 Overview 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 landscape in Nigeria 2022
  • Life priorities
  • Priority for spending more “me-time” higher than global average
  • Time for work much more of a priority for Nigerians than global average
  • Consumers value goods and services that help them stand out
  • Unique experiences and tailored products appeal to all generations
  • Consumers are geared towards trying new products and services
  • Baby boomers like to be engaged with brands
  • Home life
  • A high percentage of Nigerians frequently study at home
  • Fewer Gen Z respondents say they regularly work at home compared to other generations
  • Eating habits
  • Ready meals are a popular alternative to home-cooked food / A high proportion of baby boomers eat at a restaurant every week
  • Consumers actively select foods that offer health and nutritional benefits
  • Gen Z leading the shift - although small - to a more flexitarian diet
  • Consumers eat more snacks in the evening at weekends
  • Working life
  • Nigerians’ answer to high unemployment is to start their own company
  • Gen Z have greater expectations to be self-employed than other cohorts
  • Leisure habits
  • All generations feel comfortable regularly socialising with friends online
  • Nigerians also enjoy sporting events and going to the cinema
  • Baby boomers are the most avid leisure shoppers of all generations
  • Baby boomers take more international trips than other cohorts
  • Health and wellness
  • Nearly 60% of female respondents take vitamins/supplements every day
  • Sustainable living
  • Over 80% of respondents trying to have a positive impact on the planet
  • Climate change is a bigger concern for baby boomers
  • Shopping habits
  • Consumers focus on quality over quantity and like to shop in malls
  • Buying fewer but higher-quality products is important to millennials
  • Nigerians far more reliant than global counterparts on friends/family for recommendations
  • Independent reviews next best thing to family/friends' recommendations
  • Consumers motivated to shop in-store by convenience and immediate purchase
  • Millennials motivated to shop in-store by convenience of store location
  • Online shoppers motivated by ability to shop at a time that suits them
  • Millennials and Gen X like the “anytime, anywhere” options that online shopping offers
  • Spending habits
  • High percentage of younger consumers expect to increase spending on clothing/footwear
  • Nigerian consumers are looking for ways to save more money in the future
  • Technology
  • Privacy and data sharing management important to many Nigerians
  • Baby boomers more likely to share their data to receive personalised offers
  • High reliance on mobile internet drives smartphone ownership
  • Smartwatch and fitness wearable/health tracking ownership on a par with global rates
  • Nigerians visit online health-related sites more than the global average
  • Online video-gaming low compared to visiting social networks