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

Value sales of chocolate confectionery in Nigeria are set to record double-digit growth in 2025. Following the sharp surge in unit prices observed in 2024, price increases moderated somewhat in 2025, enabling growth in both value and volume terms. The previous year had been marked by a substantial decline in volume sales and a 50% increase in value sales, largely driven by high inflation and a significant depreciation of the local currency. In 2024, average unit prices rose by over 70%, while in

In 2025, sweet biscuits, snack bars and fruit snacks is expected to record positive value and volume growth. This result follows a volume decline in 2024, which was caused by an inflationary economic environment that weakened consumer spending power. The average unit price rose by almost 80%, driven largely by the depreciation of the local currency impacting production costs. To mitigate the increase in average pack prices, manufacturers reduced pack sizes, resulting in lower consumption volumes

Value sales of savoury snacks in Nigeria are set to increase in 2025, with volume sales also recording an improved performance compared to 2024 as inflationary pressures begin to ease. In 2024, savoury snacks experienced a decline in volume sales despite strong value growth, driven by a sharp rise in average unit prices, almost 50%, following a significant depreciation of the local currency. This raised production costs and weakened consumer spending power.

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 throughou

Sales of ice cream are set to rise in both retail value and volume terms in Nigeria in 2025. Ice cream is showing signs of recovery following a decline in volume sales in 2024, when it was heavily impacted by a sharp rise in unit prices. Inflationary conditions also weakened consumer spending power, leading many to prioritise essential purchases. While economic conditions remain weak in 2025 and inflation continues to constrain disposable income, a stabilised exchange rate has helped slow the ra

Fragrances saw current value growth in Nigeria in 2024. While value sales increased well during the year, however, volume sales declined significantly due to the poor economic environment characterised by high inflation which strongly limited consumer spending power. The rise in value sales was driven by an average increase in unit price of close to 60%. With the vast majority of fragrances in Nigeria being imported, the significant depreciation of the local currency led to a spike in import cos

Hair care saw strong growth in current value terms in Nigeria in 2024, but this was driven by a sharp rise in the average unit price of more than 60%. Depreciation of the local currency led to a strong rise in the cost of ingredients and in the import of finished products, pushing prices up strongly. An inflationary economic environment led to diminished consumer spending power, leading to volume decline. While many categories of hair care are considered essential, consumers reduced consumption.

Beauty and personal care saw double-digit current value growth in Nigeria in 2024, while volume sales fell by double-digits. The Nigerian economy performed poorly during the year due to high inflation, which strongly limited consumer spending power. Inflation was driven by a sharp rise in fuel prices and a strong depreciation of the local currency. With many beauty and personal care products being imported, the currency depreciation led to higher import costs, which in turn led to higher prices,

Skin care saw strong current value growth in Nigeria in 2024. The dynamic rise in value sales was driven by a sharp rise in unit prices, due to rising import and production costs caused by the depreciation of the local currency. Volume sales fell as a result of the unit price increases and depressed consumer spending power due to inflationary economic conditions. However, skin care is one of the most robust categories in beauty and personal care in Nigeria, due to its perceived essential status.

Depilatories saw current value growth in Nigeria in 2024. Strong value growth was driven by a significant increase in unit price. However, volume sales fell as a result of the rising prices and the poor economic situation, which was characterised by high inflation that weakened consumer spending power. While depilatories has become more popular in Nigeria over the review period, it continues to be seen as a non-essential category. As a result, during the challenging economic conditions prevailin

Sun care saw current value growth in Nigeria in 2024. However, due to a poor economy, particularly with high inflation limiting consumer spending power, there was a decline in demand and volume sales fell sharply. Sun care remains a niche category that performs poorly when economic conditions are weak. Although Nigerian consumers have become increasingly aware of the benefits of sun care products, due to interest in maintaining a lightened complexion, the poor economic conditions prevailing in 2

Bath and shower saw current value growth in Nigeria in 2024. Steep increases in the average unit price led to a robust increase in value sales, while overall volume sales stagnated. The depreciation of the local currency (by more than 100%) has led to a strong increase in the cost of ingredients for local manufacturers and in import costs for finished products. While bath and shower is essential, the strong rise in prices and high inflation in the economy led consumers to seek traditional, unpac