Snacks in 2025: The big picture
In 2025, snacks in Nigeria is expected to register positive retail value sales, with a recovery in volume terms anticipated across all leading categories. Sales in 2024 were negatively impacted by an inflationary economy, which significantly reduced consumer purchasing power and caused a notable rise in unit prices. Although retail value growth has continued in 2025, it is slower than 2024 due to a more moderate rise in unit prices. Persistently high inflation has remained a constraint throughout the year, limiting both volume and value growth, as consumers continued to prioritise essential goods.
Key trends in 2025
The challenging economic environment, which has persisted throughout the review period, has provided an opportunity for local players to innovate and market their products creatively, with a focus on cost efficiency and affordability. Notably, other savoury snacks has emerged as one of the strongest performers, driven by innovative packaging and the creative diversification of traditional Nigerian snacks, such as chin chin. Manufacturers have introduced products in a variety of flavours, including chocolate-flavoured variants, and in a range of pack sizes designed to cater to different income segments.
Competitive Landscape
OK Foods Nigeria Ltd is expected to retain its overall leadership in snacks in 2025, supported by a strong portfolio across sweet biscuits, savoury biscuits, gum, and sugar confectionery. Its key brands include Pure Bliss, All Sports Wafer, Chic Choc, OK Coaster, and Energro Eggrich. The company’s leading position is largely driven by its leading in sweet biscuits, the largest segment within snacks in Nigeria. Pure Bliss has gained considerable share through a wide product variety and extensive distribution. Meanwhile, other long-standing brands such as OK Gum, OK Pop Lollipop, All Sports Wafers, and Chic Choc biscuits have built significant brand loyalty through their affordable price points and enduring presence in the market.
Channel developments
Small local grocers continue to lead the distribution of snacks in Nigeria in 2025, although the channel will slightly lose share due to the ongoing modernisation of retail and a gradual shift towards modern grocery outlets. These small local grocers, including kiosks and independent neighbourhood stores, serve as the primary point of purchase for snack products, owing to their strong presence along major roads and within residential areas.
What next for snacks?
Retail value and volume sales of snacks in Nigeria are expected to continue on an upward trajectory over the forecast period. Economic improvements are set to bolster demand, particularly as greater inflationary stability enhances consumer purchasing power. Demographic trends will also play a key role in driving growth. The ongoing expansion of the population, especially the child population, will significantly increase the consumer base. At the same time, ongoing urbanisation is expected to stimulate demand for convenient snack products, particularly among urban dwellers who require on-the-go options during transit.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Snacks industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Snacks in Nigeria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Snacks in Nigeria?
- Which are the leading brands in Snacks in Nigeria?
- How are products distributed in Snacks in Nigeria?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Nigeria?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Nigeria
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Nigeria
KEY DATA FINDINGS
Double-digit value growth amid easing price pressures and rising consumption
Mars Inc strengthens its leadership through wide brand appeal and strong retail visibility
Small local grocers remain the key distribution channel despite gradual share decline
Chocolate confectionery is set to grow as economic recovery and the rising middle class boost demand
Local sourcing and affordability are expected to shape future growth in chocolate confectionery
Health and wellness is an opportunity for innovation in chocolate confectionery
Gum in Nigeria
KEY DATA FINDINGS
Chewing gum drives strong value growth as consumer demand rebounds
Perfetti Van Melle leads gum through local production, brand variety, and strong promotional activity
Small local grocers lead as economic conditions drive the shift to smaller pack purchases
Chewing gum is expected to lead growth as economic conditions and the consumer base improve
Innovation and expanding distribution is set to drive growth for gum
Health-focused innovation and functional benefits may shape gum development
Sugar Confectionery in Nigeria
KEY DATA FINDINGS
Affordability and product variety drive recovery in sugar confectionery amid lingering economic challenges
Sweetco Foods Ltd leads with strong distribution and regional presence
Small local grocers remain dominant, while supermarkets gain share through modernisation
Sugar confectionery is set for growth as economic conditions improve and demand among children rises
Intensified competition and innovation is expected to drive sales of sugar confectionery
Health-focused innovations have an opportunity to align with growing sugar concerns
Ice Cream in Nigeria
KEY DATA FINDINGS
Ice cream records a gradual recovery amid price pressures and shifting consumer habits
Fan Milk retains its lead despite growing pressure from UAC Foods Plc
Supermarkets gain ground while small local grocers retain the lead of ice cream distribution
Economic recovery and urbanisation is expected to drive growth for ice cream
Premium formats and digital distribution is expected to impact ice cream over the forecast period
Health awareness could impact product innovation and drive growth for ice cream
Savoury Snacks in Nigeria
KEY DATA FINDINGS
Local innovation and affordability drive growth in savoury snacks in 2025
Beloxxi Industries retains its lead, while Newbisco records share through Kemps Cream Crackers
Small local grocers remain dominant in savoury snacks amid economic pressures
Economic recovery and local innovation is expected to boost growth for savoury snacks
Competition and innovation are expected to drive sales of savoury snacks in Nigeria
Health positioning, local sourcing and a movement away from sugar should benefit savoury snacks
Sweet Biscuits, Snack Bars and Fruit Snacks in Nigeria
KEY DATA FINDINGS
Sweet biscuits lead growth amid inflation and changing consumer behaviour
OK Foods Nigeria retains its lead while Pladis Foods Nigeria records the strongest uplift in share
Small local grocers remain dominant while supermarkets gain ground
Demand for will be driven by the rise of young and middle-class consumers
Economic recovery should boost product innovation and distribution efficiency
Health trends are expected to drive product innovation across the forecast period
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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