Consumer Values And Behaviour in Nigeria

Consumer Values And Behaviour in Nigeria

This report visually explores everyday habits and behaviours  that reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits in Nigeria.

Euromonitor's Consumer Values And Behaviour in Nigeria report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Consumer Values market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Consumer values and behaviour in Nigeria
Consumers have a strong desire for new and tailored products/services
Consumers want to engage with brands to influence and innovate
Consumers have a strong belief in the value of long-term investments
Consumers have a very positive outlook for their future
A strong shift back towards more in-person activities expected
Gen Z feel most strongly that they will work more in the future than now
A high percentage expect to be more engaged in their communities
Climate change concerns on a par with the global average
Climate change concerns Baby Boomers more than other generations
A high percentage of Nigerians frequently study at home
Millennials more often work at home than other generations
Ready meals are a popular alternative to home-cooked food
Living alone impacts frequency of eating out and low home cooking rates
Healthy ingredients are important for Nigerian consumers
Healthy ingredients gain importance as consumers age
Consumers actively select foods that are special or new variety
Nigerians have high expectations to start their own company in future
Being self-employed in the future appeals to older generations
A high percentage are looking for ways to simplify their lives
Older generations feel the pressure to look for ways to simplify life
During the pandemic Nigerians have ramped up their online socialising
Difficulties in meeting up in person drive online socialising in Nigeria
Attending classes or lectures is a top activity in Nigeria
Older generations prefer shopping as a leisure activity
Nearly 60% of female respondents take vitamins/supplements every day
Over 80% of respondents try to have a positive impact on the planet
Climate change is a bigger concern for Baby Boomers
Consumers focus on quality over quantity and like to shop in malls
Buying fewer but higher quality products is important to younger cohorts
Nigerian consumers like to seek out strong and well-known brands
Baby Boomers are highly motivated to look for well-known brands
Over half intend to increase spending on education, tech and health
Millennials most focused on spending more on their health
High percentage intend to increase their savings over next 12 months
Privacy and data sharing management important to many Nigerians
Baby Boomers most troubled by targeted ads invading their privacy
Nigerians like to interact with a company’s social media feeds or posts
Millennials and Gen X most like to interact with representatives online
Consumers are frequent users of mobile banking and in-store payments
All generations have high levels of activity through their mobile devices

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