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.

Value sales of wound care in Nigeria continue to rise in 2025, largely driven by higher unit prices stemming from persistent inflation and the depreciation of the naira. However, the rate of price increase has moderated compared with 2024, when sharp cost escalation led to significant price spikes and weaker demand. With greater price stability in 2025, volume sales have recovered modestly.

Value sales of digestive remedies in Nigeria are increasing in 2025 as volume sales recover from the previous year’s decline. While unit prices continue to rise, the rate of increase is slower than in 2024, when steep inflation and currency depreciation sharply eroded consumer purchasing power. The essential role of digestive remedies in addressing common ailments has helped sustain demand, although value growth has moderated due to more stable pricing.

Value sales of herbal/traditional products in Nigeria continue to rise in 2025, supported by ongoing consumer preference for natural and plant-based treatments. Although unit prices have increased, the rate of growth is significantly lower than in 2024, when sharp currency depreciation and high inflation led to steep price spikes. With a more stable economic environment in 2025, consumers are better able to afford these products, driving volume recovery.

Value sales of dermatologicals in Nigeria continue to rise in 2025, following the sharp price-driven surge of 2024. Although unit prices remain high, the pace of increase has slowed considerably, supporting a modest recovery in volume sales as consumers adjust to improved price stability. Visibility of dermatologicals is improving as products become more widely available through grocery retailers, enhancing consumer awareness and accessibility.

Value sales of weight management and wellbeing in Nigeria continue to rise in 2025, supported by more stable economic conditions and a growing awareness of health and body image. Although prices remain high, the rate of unit price increase has moderated significantly compared with 2024, when sharp currency depreciation caused steep cost escalation. This stabilisation has allowed for modest volume recovery.

Value sales of dietary supplements in Nigeria continue to rise in 2025, supported by sustained consumer interest in preventive health and a slower rate of unit price increase. After a sharp depreciation of the naira in 2024, exchange rate stability in 2025 has moderated price growth, helping to stimulate modest volume recovery.

Value sales of paediatric consumer health in Nigeria continue to rise in 2025, supported by the essential nature of the category and a gradual stabilisation of inflation. With prices increasing at a slower pace than in 2024, volume sales are showing recovery. Despite continued economic pressures, the category benefits from parents’ strong commitment to maintaining their children’s health and wellbeing.

Rising stress levels linked to demanding lifestyles and persistent financial pressures are stimulating some demand for sleep aids in Nigeria. Rapid urbanisation, long working hours and limited work-life balance in major cities have contributed to growing sleep-related issues among working-age adults. Exposure to screens late at night, particularly through smartphones and other digital devices, has also disrupted sleep patterns and increased cases of insomnia and restlessness.

Vitamins in Nigeria continues to record good value growth in 2025, supported by moderate economic improvement and rising consumer health awareness. Although unit prices remain high due to ongoing inflation, the pace of increase has slowed significantly compared with 2024, allowing volume sales to recover.