Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

Nigeria’s tissue and hygiene landscape demonstrated significant momentum, outpacing global growth rates in 2025, with retail sales growing significantly, largely propelled by price increases amidst easing yet persistently high inflation. While consumer spending power shows resilience, the attractiveness of tissue and hygiene in Nigeria is underpinned by a population of 238 million and rapid urbanisation, creating robust demand for essential hygiene products and opportunities for brand-led innova

In 2025, nappies/diapers/pants in Nigeria see a return to retail volume growth, with sales increasing by 4% after two consecutive years of decline. Value growth is even more pronounced, with retail value sales up 25% to reach NGN370 billion in current terms, reflecting both higher unit prices and shifting consumer choices. This improvement follows a period of challenging economic conditions and elevated inflation. Although inflation remains a concern at 23%, a degree of stability in 2025, suppor

Menstrual care in 2025 demonstrated moderate retail volume growth of 2% after a period of significant volatility, following sharp declines in 2023 and 2024 driven by economic hardship and high inflation. Current retail value surged by 25% in 2025 to reach NGN255.3 billion, reflecting a combination of inflationary pressures, currency devaluation, and price increases, but manufacturers mitigate the impact on consumers through the introduction of smaller, more affordable pack sizes and combination

In current value terms, retail sales of wipes reached NGN25.7 billion in 2025, up from NGN21.2 billion in 2024, representing a robust 21% increase, which outpaced the wider growth in consumer expenditure. This turnaround was largely driven by greater stability in the economy and a moderation of inflation, despite persistent elevated rates, which supported some rebound in demand after unit prices increased significantly the previous year. Despite this, overall growth remains constrained by persis

In 2025, the value of away-from-home tissue and hygiene reached NGN19.3 billion, representing an impressive 27% increase from the previous year. This strong showing was largely underpinned in part by high inflation of 23% in 2025 and by the continued resilience of foodservice restaurant chains, hospitals, and high-class hotels, where tissue products remain essential and demand is less price-sensitive than in retail, where consumers can substitute with non-tissue alternatives. This growth rate no

The value performance of retail tissue in 2025 was robust, with retail sales rising by 24% to NGN212 billion, reflecting the ongoing impact of high unit prices, which had previously driven consumers to down-trade to more affordable brands. Retail tissue also experienced a notable improvement in volume growth in 2025 as inflationary pressures began to stabilise, with retail volume increasing by 3% to reach 60,500 tonnes. This follows a challenging period in 2023 when the category saw a double-dig

In 2025, retail adult incontinence in Nigeria recorded 29% current value growth to reach NGN5 billion. While this value growth is robust, it is driven more by unit price inflation than by broadening demand, and the scale of the category remains small compared to more developed economies. However, there was notable turnaround in volume, posting positive growth of 7% after two years of double-digit decline. This rebound was achieved despite persistently high inflation, which continued to limit con

Bleach in Nigeria saw marginal retail volume and value growth in 2025, driven by companies that improved affordability for consumers.

Dishwashing in Nigeria saw a marginal increase in retail volume sales in 2025, with a growth rate of 1%, following a decline in 2024. The retail sales value for dishwashing was NGN44.8 billion in 2025, representing 23% growth from the previous year, largely due to price increases. This performance was also driven by the availability of affordable alternatives, as consumers remained price-sensitive due to weakened spending power.

In 2025, toilet care in Nigeria saw a modest recovery in 2025 after declining in 2024 due to harsh unit price increases. The category’s essential nature and widespread availability of liquid toilet care products drove its performance, with toilet liquids/foam emerging as the largest and fastest growing category. It accounted for the majority of retail value sales, reaching NGN19.1 billion. The category’s recovery was supported by multiple factors: rising consumer awareness about task-specific p

Laundry care in Nigeria continued to increase in current value terms in 2025, driven by rising prices and sustained demand due to its essential nature and the country's growing population. Retail value sales of laundry care products reached NGN818 billion in 2025, up by 23% from the previous year. . Despite the decline in average income per household in Nigeria over the past few years, demand for laundry care products has remained robust due to their essential nature.

Home care in Nigeria is experiencing significant growth, driven by the need for affordable products and the increasing urban population. In 2025, the category recorded a retail value of NGN1,123.3 billion, representing 22% growth from the previous year. Laundry care remains the largest category, with a retail value of NGN817.9 billion. Affordability and multifunctionality are shaping the category, with local brands claiming share from multinationals. The category is expected to continue growing,

In 2025, polishes in Nigeria saw a slight decrease in volume terms compared to 2024, likely due to high prices and weakened consumer spending power resulting from the inflationary economic environment. With consumers focused on essentials, demand for polishes was restricted, but wider availability of lower-priced brands helped to boost demand. The category continued to exhibit strong polarisation, with upper-income consumers preferring premium brands like Kiwi, which offer high-quality product

In 2025, surface care in Nigeria demonstrated improved performance in volume terms compared to 2024. Stability in inflation led to a lower rate of unit price increases, which helped to support demand as consumers adjusted to the new economic environment by transitioning towards local brands that are more affordable than the previously dominant imported brands. Buyers specifically focused on products that offer efficiency and affordability, a shift that has significantly benefited home care disin

Home insecticides in Nigeria demonstrated improved retail value growth in 2025 compared to 2024. A significant trend shaping the category in 2025 was urban pest control, driven by the increasing variety of pests in urban environments and the demand for effective and safe products. The category's performance was also influenced by the high rate of insect infestation, particularly malaria-causing mosquitoes, which made insecticides essential for Nigerian consumers.

In 2025, air care in Nigeria continued to decline in volume sales, though at a significantly lower rate than in 2024. This was largely due to inflationary economic conditions, which weakened consumer spending power. While consumers remain focused on affordability, many consider maintaining air quality in congested and small spaces to be essential. This has created opportunities for brands that can offer innovative, high-value products targeting middle- to upper-income consumers who prioritise qu

Cafés/bars in Nigeria in 2025 were influenced by inflation-driven price increases alongside resilient demand for social drinking occasions. Transaction volumes were supported by a strong nightlife culture, a growing young adult population and frequent social gatherings, particularly in urban centres. Value-for-money preferences shaped alcohol consumption, while independent operators dominated due to their affordability and wide reach. Looking ahead, demand will be influenced by urbanisation, con

Lodging was the most dynamic non-standalone location in 2025, supported by rising domestic and international tourism, increasing hotel development in major cities and higher spending capacity among travellers. While standalone outlets remained dominant, their value share declined slightly as demand shifted towards non-standalone environments such as hotels and shopping centres, driven by convenience and the growth of mixed-use developments. Delivery services and digital adoption further supporte

In 2025, street stalls /kiosks in Nigeria were supported by strong demand for low-cost meal options amid inflation and constrained purchasing power. Transaction volumes were sustained by urbanisation, population density and the category’s low barriers to entry, which enabled widespread expansion across urban and peri-urban areas. While independent operators dominated due to affordability and flexibility, a small number of chained concepts - most notably PieXpress - gained traction through standa

Full-service restaurants in Nigeria in 2025 were influenced by inflation-driven price increases, while transaction volumes were supported by stronger inbound tourism and spending from Nigerians residing abroad. International visitors contributed to demand for both European and Asian cuisines, while delivery platforms expanded fulfilment beyond dine-in occasions. The category remained highly fragmented, dominated by independent operators, with Jevnik and similar multi-outlet brands contributing t

Limited-service restaurants in Nigeria in 2025 were impacted by inflation-driven price increases, shifting consumer demand towards value-for-money options. Transaction volumes were supported by urbanisation, population growth and outlet expansion, while delivery partnerships, digital ordering and social media enhanced accessibility and convenience. Burger concepts gained momentum, while independent operators remained dominant due to affordability and a wide reach. Moving forward, ongoing inflati

In 2025, consumer foodservice in Nigeria was impacted by high inflation and weak consumer purchasing power. Demand shifted towards affordable, value-led formats such as street stalls/kiosks and limited-service restaurants, supported by urbanisation, population growth and a rising preference for convenience. Third-party delivery platforms, including Glovo and Chowdeck, strengthened digital ordering and at-home consumption, while cafés and bars benefited from a growing social drinking culture. Com

In 2025, apparel accessories in Nigeria experienced a rebound to growth in retail volume terms, and saw even stronger retail current value growth than in the previous year, driven by stabilising inflation and unit prices. A notable shift was seen towards local brands and affordable Asian imports. The category is highly fragmented and polarised, with a large number of small brands operating alongside premium and luxury brands. Growth is anticipated over the forecast period to 2030, driven by a re