Nigerian shoppers are increasingly switching brands, prioritizing affordability and value amid rising inflation and shrinking disposable incomes, according to a recent NielsenIQ 2025 Consumer Outlook survey.
The data reveals that almost six out of ten shoppers switched brands in the past year, driven largely by price hikes affecting everyday essentials. Toothpaste, cooking oil, and laundry products topped the list of items with the highest brand switching rates, while beverages showed stronger brand loyalty.
Key switching rates include:
- Toothpaste: 52% switched brands
- Cooking oil: 37% switched
- Cleaning and laundry products: 34% switched
- Milk: 34% switched
Despite this trend, trust remains crucial for Nigerian consumers. Nearly 99% say trusting the brand they buy from is very or somewhat important. Product quality and consistency lead trust factors, followed by customer service, transparency, and recommendations from friends and family.
Moreover, there is a rising interest in brands reflecting local identity and social impact, with 43% valuing diversity and inclusion, and 41% prioritizing community involvement and locally made products.
When it comes to shopping channels, open markets continue to dominate for bulk purchases and best prices, favored by 64% of shoppers. Neighborhood stores serve immediate needs with convenience and a personal touch, preferred by 43%, while supermarkets appeal to those seeking a comfortable, leisure shopping experience, attracting 41% of consumers.
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