Although perceptions of corruption are improving, state finances have deteriorated, as has economic freedom and peacefulness. Economic development has recovered, but inflation remains elevated and dependence on oil is significant. A large and young population will support the consumer market, but incomes are struggling and the gender gap is large. Mobile adoption continues to be strong and the fibre-optics network is being expanded, but e-commerce is hindered by subdued internet usage.

Baby food in Nigeria is expected to register double-digit percentage current value growth in 2025, though constant value and volume growth is more muted, as inflation remains high. That being said, inflation is more stable and 2025 sees a recovery from declining volume sales the previous year. However, volume growth is still expected to be muted, and with many women having lost jobs in recent years, there is subdued demand for milk formula and dried baby food, as baby food is prepared at home i

Other dairy is expected to be the best performing dairy product in 2025, registering double-digit percentage current value growth and also healthy volume growth. This is in spite of inflation remaining high. However, inflation is more stable and 2025 sees a recovery from declining volume sales the previous year. Evaporated milk continues to account for most value sales and is the major form of liquid milk in Nigeria and is added to breakfast cereals and hot drinks. Its main competitor is powder

Drinking milk products is expected to register positive volume growth in Nigeria in 2025, as volume sales recover from a weak performance in 2024, when sharp unit price increases and an inflationary economic environment, strongly weakened consumer purchasing power. While unit prices continue to increase, the rate of increase has softened. Consumers have also adjusted and have focused spending on smaller packs and more affordable products. Volume demand therefore is expected to increase moderatel

Value sales continue to be low for cheese in Nigeria in 2025 and while current value sales is expected to increase, volume sales are expected to fall, though not as significantly as in 2025. Cheese is mainly consumed by higher income consumers and is mainly imported and thus dependent on currency fluctuations. Despite the challenging conditions, cheese is benefiting from interest among some consumers in novel and diverse sources of protein, particularly as major sources of protein such as eggs h

Yoghurt and sour milk products in Nigeria is expected to register double-digit percentage current value growth in 2025 and also healthy volume growth. This is in spite of inflation remaining high. However, inflation is more stable and 2025 sees a recovery from declining volume sales the previous year. Yoghurt is benefitting from increasing interest from consumers seeking nutritious drinks and snacks. There also continues to be further expansion in branded offerings, rather than unpackaged offer

Butter and spreads is Nigeria is expected to register double-digit percentage current value growth in 2025, though constant value and volume growth is more muted, as inflation remains high. That being said, inflation is more stable and 2025 sees a recovery from declining volume sales the previous year. Margarine and spreads continue to account for most value sales and is also expected to register the highest current value growth. Due to the economic turbulence of recent years, many foods have be

Dairy products and alternatives is expected to register double-digit current value growth in 2025, though constant value and volume growth is much more subdued, as inflation remains high. That being said, it is an improving picture, with inflation more stable than in 2024. Consumers have also adjusted their behaviour by focusing on affordable brands and smaller pack sizes, which mean a smaller financial outlay per purchase. Key products such as evaporated milk, powder milk and yoghurt are expect

Value sales continue to be low for plant-based dairy in Nigeria, and in 2025, though current value sales are expected to increase significantly, due to continuing inflation, both constant value and volume sales remain flat. This is spite of continuing population growth. Soy drinks continues to dominate value sales, with offerings being considerably cheaper than other plant-based milks. There is also increasing competition. Following the success of the Vitamilk brand over the review period, other

In 2024, Nigeria’s real GDP grew 3.4%, above the regional average, though per capita GDP remained low. Exports jumped by more than a half, led by mineral products and high oil prices, while domestic demand and investment lagged. In 2025, growth will benefit from a new refinery, stronger oil output, resilient services and structural reforms. Inflation should ease to 23.3% with tighter policies, but challenges persist from US protectionism leading to a 15% tariff on Nigerian goods.

In 2024, couples with children were the leading household type in Nigeria, reflecting traditional family values and a high birth rate. However, urbanisation, improved education, and healthcare are driving a gradual shift towards smaller family units and a decline in the birth rate. Over 2024-2029, the number of households is forecast to grow by 11.4%, with single person households expanding the fastest, and with the average household size shrinking from 4.9 persons to 4.8.

In 2024, Nigeria ranked 25th in the Middle East and Africa for average gross income, with a significant decline in per capita disposable income and productivity, highlighting deep economic challenges. Despite this, 79.9% of respondents expressed optimism about future financial prospects, and the government's social investment schemes and regional collaborations aim to narrow the income gap.

Sales of computers and peripherals are in a volume slump in Nigeria in 2025, due to low consumer purchasing power and the rise of affordable, refurbished, second-hand products. Indeed, budget-conscious consumers are far more likely to replace their computers and peripherals with a second-hand option, rather than find the money for an expensive new product.

Home audio and video is seeing flat volume sales in Nigeria in 2025, with baseline demand coming from ongoing urbanisation and the completion of several estate projects within the country. With consumers moving into these new homes and housing estates, it has resulted in them purchasing new electronics such as affordable home cinema and speaker systems. Soundbars remain popular, due to their sleek design and continued improvement in sound. Meanwhile, other products such as Hi-Fi systems are bein

Mobile phones is in an overall negative volume slump in Nigeria in 2025. However, this poor overall performance is attributed to the decline in interest in feature phones, with smartphones managing to achieve small positive volume growth. This is being largely driven by the availability of affordable entry-level and mid-range smartphones, which offer enhanced features, such as improved camera capabilities, which appeal to budget-conscious consumers. Additionally, the expansion of mobile phone fi

Portable players is seeing robust volume growth in Nigeria in 2025, driven by the popularity of wireless speakers. While technological advancements in other consumer electronics—particularly smartphones—have negatively impacted the sales of portable media players overall, the growing popularity of budget-friendly wireless speakers is helping boost category sales. Amidst low consumer purchasing power, these affordable wireless audio solutions offer a practical and appealing alternative, supportin

Consumer electronics in Nigeria remains in a negative volume decline in 2025, due to the significant hikes in the prices of electronics, midst exchange rate volatility. The devaluation of the NGN has further eroded consumer purchasing power, leading to spikes in import costs and worsening inflationary pressures. Furthermore, many Nigerian consumers remain unemployed and even those with jobs are struggling, as their salaries are losing value. These challenging economic times are having an adverse

Home video is seeing small positive volume sales in Nigeria in 2025, driven by the performance of televisions, which is seeing the strongest volume growth across the category. The expansion in urbanisation and housing estate projects, and rise in the hospitality businesses, such as with hotels, are main contributing factors helping to boost sales volume of TVs.

Sales of imaging devices remain in a slump in Nigeria in 2025, due to ongoing strong competition from multi-use products such as smartphones. Indeed, the camera quality in smartphones continues to improve, and many consumers do not see the need in purchasing a separate imaging device when a smartphone camera will suffice for their needs.

Volume sales of in-car entertainment remain in a negative slump in Nigeria in 2025, albeit at a less steep decline compared to the previous year. Meanwhile, value growth is high, supported by high prices. The economic conditions in the country mean consumers are focussing on the purchase of essentials, rather than discretionary items, and in-car entertainment products are seen as increasingly unnecessary, thanks to cannibalisation from ubiquitous smartphones and apps which can replicate needed i

Wearable electronics is seeing robust volume growth in Nigeria in 2025. This trend is being driven by rising consumer awareness about such products, communication capabilities, and fashion trends. Furthermore, the health and wellbeing tracking functions of wearable electronics add to this appeal, as health and fitness are key areas of consumer focus for both younger and older consumers alike.

Sales of wireless headphones are seeing a positive performance in Nigeria in 2025, driven by the popularity of TWS earbuds and mass wireless headbands. Such products, especially mass options, are seen as affordable options, alongside offering convenience to consumers who enjoy listening to music while on-the-go, doing sporting activities, or even answering calls on their smartphones.

Sugar confectionery is set to post positive growth in both retail volume and value terms in 2025, marking a recovery from the weaker performance in 2024. However, growth has remained constrained by continued economic headwinds, including persistently high inflation and elevated product prices, although conditions have improved relative to the previous year.

Value sales of gum in Nigeria are expected to record double-digit growth in 2025, with retail volume sales also showing a moderate increase. This positive performance reflects an improvement over the challenging conditions of 2024, and the review period overall, during which sharp increases in unit prices and persistently high inflation significantly weakened consumer purchasing power. In 2024, the average unit price of gum rose by nearly 80%, driven largely by the depreciation of the local curr