Carbonates in Nigeria delivered a notably strong performance in 2025, reflecting a market shaped by a complex mixture of economic pressures, shifting consumer priorities, and intensifying competition across price tiers. Although inflation remained high, the stabilisation of the exchange rate and the cooling of production cost escalation – especially for key inputs such as sugar – helped manufacturers impose far smaller price increases than those seen in 2024. This relative relief was particularl

RTD tea faced another challenging year in 2025 as the category continued to struggle under persistent inflationary pressure and weakened disposable incomes. Although inflation stabilised relative to 2024, average unit prices remained significantly higher than historic norms, limiting consumer willingness to purchase beverages perceived as discretionary or niche. Many consumers prioritised categories that delivered stronger functional value for the price paid, with energy drinks, carbonates and j

Soft drinks in Nigeria recorded improved volume growth in 2025 as inflationary pressure eased and average unit prices rose at a significantly slower rate than in 2024. A more stable exchange rate helped moderate raw material cost escalation, supporting stronger supply continuity and enabling manufacturers to avoid the extreme price jumps seen the previous year. Despite this relative easing, purchasing power remained severely constrained for most households, and affordability continued to shape c

In 2025, concentrates in Nigeria remains a relatively small and less dynamic category within soft drinks, yet it continues to play a resilient role as an affordable alternative to ready-to-drink juice for price-sensitive households. As inflation moderates compared to the severe spikes experienced in 2024 and exchange rate volatility stabilises somewhat, unit price increases for concentrates are less dramatic, allowing the category to return to modest positive volume growth. Consumers, however, a

RTD coffee recorded strong double-digit growth in 2025 as demand continued to build from a low base, driven largely by growing interest in convenient, energy-providing beverages among young and middle-income urban consumers. Although inflation remained high and continued to pressure household budgets, the category benefited from broader shifts in consumer behaviour: rising coffee awareness, the increasing popularity of café culture in major cities, and consumers’ preference for ready-made bevera

In 2025, bottled water in Nigeria continued to demonstrate strong resilience and robust volume growth, even as unit prices remained on an upward trajectory following sizable increases in 2024. Although inflation and currency-related pressure on costs remained elevated, macroeconomic conditions stabilised somewhat compared with the previous year, with a slower pace of price escalation helping ease some of the strain on household budgets. In this environment, bottled water’s status as an essential

In 2025, the juice category in Nigeria moved out of the sharp contraction seen in 2024 and into a phase of cautious recovery, reflecting a marketplace where consumers are still under pressure but have begun to adapt their purchasing habits to a new price reality. The steep unit price increases of 2024, driven primarily by currency depreciation and the resulting surge in import and production costs, had significantly undermined demand, particularly in higher-priced segments such as one hundred pe

In 2025, energy drinks in Nigeria continues to expand in volume terms, but at a slower pace than in previous years, as the category encounters growing resistance from health-conscious consumers and faces increased scrutiny from media, political figures, and religious leaders. While the core appeal of energy drinks remains firmly rooted in their ability to support hectic, demanding lifestyles – particularly for young adults, students, night-shift workers, and urban professionals – concerns about

In 2025, sports drinks in Nigeria remains a small, immature niche within the broader soft drinks landscape, yet it continues to gain visibility and relevance as urban lifestyles and exercise culture evolve. The category posts modest volume growth, constrained by weak consumer purchasing power and persistent inflation, but benefits from rising interest in fitness, gym membership, and organised sport among middle- and upper-income consumers. As urban Nigerians become more sedentary in their day-to

Tea in Nigeria strengthened its performance in 2025 as stabilising inflation and moderated price increases created a more favourable consumption environment compared with the volatility of the previous year. Although rising production costs and currency depreciation continued to pressure unit prices, tea benefited from its entrenched role as an everyday beverage, widely consumed at breakfast, in offices, and during breaks throughout the day. Its positioning as an energising, refreshing, and rela

In 2025, the coffee category in Nigeria continued to navigate a challenging landscape shaped by elevated production costs, sustained pressure on global coffee commodity prices, and ongoing currency depreciation. Although inflation eased slightly compared with 2024, unit prices remained significantly higher than in previous years, placing considerable strain on household budgets. These pricing pressures limited growth potential across the category, particularly as many consumers do not regard cof

Hot drinks in Nigeria in 2025 is shaped by a complex interplay of affordability concerns, shifting consumer expectations, and the evolving role of wellness within household purchasing decisions. Although economic pressures remain acute particularly due to high input costs, currency volatility, and ongoing increases in basic living expenses consumers have adapted their behaviour in ways that allow the category to maintain steady relevance. Downtrading has become deeply entrenched, with consumers

Other hot drinks experienced a stronger performance in 2025 as inflationary pressures eased and price increases slowed after the extreme cost spikes of 2024. Although economic conditions remained difficult, consumers adjusted by down-trading, reducing consumption frequency, and shifting decisively toward smaller and more affordable pack sizes. This behaviour allowed households to maintain consumption of categories that are perceived as essential, particularly those associated with children’s nut

Nigeria’s GDP grew by 3.4% in 2024, demonstrating resilience despite high inflation, currency pressures and tight monetary policy. While its global Economic Freedom ranking slipped to 125th, due to weak property rights and governance, business confidence and financial freedom improved. Growing multinational interest highlights new energy investment opportunities; however, high interest rates and a persistent digital divide still constrain growth.

Despite persistent inflationary pressures and subdued purchasing power, sauces, dips and condiments continued to grow strongly in 2025, supported by the indispensable role many of these products play in Nigerian cooking. Core categories such as tomato paste, purées, and stock cubes and powders remain everyday staples across income groups, ensuring that demand holds up even under challenging macroeconomic conditions. Population growth and the central place of stews, soups, and rice dishes in the

Following a year of contraction, Nigeria’s edible oils market returned to modest recovery in 2025 as inflationary pressures eased and unit price increases stabilised. After average retail prices soared by around 70% in 2024, growth moderated to about 20% in 2025 – a still-elevated rate, but one that reflected improved currency stability and softer cost escalation across the supply chain. Despite lingering affordability challenges, edible oils remained an essential household staple, underpinning

Sweet spreads in Nigeria remained under pressure in 2025 as many households continued to limit discretionary spending, but category value sales rose thanks to the growing footprint of local producers offering affordable alternatives. The continued weakness of the naira and lingering import challenges constrained supply of international brands, particularly within jams and preserves, keeping prices elevated. However, the entry of local players into chocolate, nut, and seed-based spreads provided

Cooking ingredients and meals in Nigeria recorded a stronger performance in 2025 as modest economic stabilisation and easing inflationary pressure allowed for a small rebound in consumer spending. Although inflation remained high, a slower rate of currency depreciation brought more predictable pricing, leading to fewer sharp price hikes than the previous year. As a result, unit prices rose at a lower rate, and value growth, while still strong, reflected more balanced dynamics between pricing and

Meals and soups in Nigeria moved into a more stable phase in 2025: price escalation eased compared with the prior year, imported ranges thinned out as supply chains adjusted to currency realities, and shoppers became more deliberate about where they spend. Everyday priorities dominated decisions – quick meal helpers that stretch home-cooked dishes, pantry-friendly options, and formats that fit tight budgets – while most remained unwilling to pay higher prices. Ready meals benefited from visibili

Value sales of analgesics in Nigeria continue to rise in 2025. Following an exceptionally sharp unit price increase in 2024 - over 70% - due to high inflation and the depreciation of the naira, price growth has stabilised, though it remains high. This price stability has supported a recovery in volume sales, which are rebounding after a decline in 2024. While value growth remains strong, it has moderated from the previous year due to a slower rate of unit price increase.

Value sales of eye care in Nigeria continue to rise in 2025, supported by stronger unit prices and improving volume sales following a sharp contraction in 2024. Although the category remains relatively small within consumer health, rising awareness of eye conditions and growing access to affordable products are driving gradual expansion.

Value sales of consumer health are rising in Nigeria in 2025. The industry continues to be shaped by a challenging economic environment, with high inflation driven by the depreciation of the naira and persistent foreign exchange shortages. These conditions have weakened consumer purchasing power and increased production and import costs for manufacturers and distributors, pushing up unit prices. However, the pace of price growth has slowed compared with 2024, as inflationary pressures begin to s

Value sales of cough, cold and allergy (hay fever) remedies in Nigeria continue to rise in 2025, supported by stabilising unit prices after the steep increases recorded in 2024. Although prices remain high, inflation and currency depreciation have eased slightly, allowing the category to recover in volume terms following a contraction in 2024.

Attitudes towards sports nutrition are transforming in Nigeria, with the consumer base growing beyond athletes and body builders. There is an increasing understanding that nutrition and supplementation can play a pivotal role in supporting physical performance, recovery, and overall wellbeing for individuals engaged in physical activity. The perception is shifting towards the idea that sports nutrition can benefit anyone aiming to maintain a healthy lifestyle.