Trustsdeck Special Report

Consumer Trends in Nigeria (January–July 2025)
Real Insights from Real Shoppers

A Nation Adapting: Nigerian Shoppers Show Resilience

From January to July 2025, Nigerian consumers faced a tough economy shaped by rising inflation, naira instability, and increasing living costs. But even in these challenging times, shoppers stayed agile, focusing on essentials, embracing digital commerce, and demanding better value for money.

This Trustsdeck Special Report explores how consumers adjusted their behavior across spending, shopping channels, health habits, and digital finance. What we found reveals the mindset behind millions of daily choices.

1. Economic Pressure & Consumer Sentiment

Inflation averaged 34% in Q1 2025, pushing prices higher across the board. Households responded by tightening budgets:

• 58% reported worsening financial conditions (McKinsey, Feb 2025)
• Only 1 in 5 saw income gains
• 55% adopted stricter budgets
• 19% traded down to afford select discretionary items

Small wins helped: The Dangote Refinery brought modest fuel relief in Q2 but not enough to shift caution.

2. What Nigerians Bought: Essentials First

Faced with tighter wallets, shoppers favored affordable, daily-use items:

Top Consumer Products (Jan–July 2025)

• Non-Alcoholic Beverages: Water, soft drinks, energy drinks
• Household & Personal Care: Toothpaste, detergents, deodorants
• Food Staples: Instant noodles, powdered milk, margarine

Healthier Choices Emerge

Urban consumers began shifting toward low-sugar, fortified, and plant-based options.

Holiday Spending Resilience

• 80% spent over ₦76,000 on Easter/Eid shopping
• Grocery and big-box stores led the way
• Food & beverages dominated

3. E-Commerce Explosion: Mobile-First Nigeria

The e-commerce sector hit $9.35 billion by July 2025:

• 82% of orders came from smartphones
• Cash-on-delivery: 23%
• Bank transfers: 22%
• Debit cards: 20%
• Digital wallets: 11%

Open Banking (CBN approval in April) is expected to boost secure payments from August 2025.

Social Commerce Booms

61% of users discovered products via TikTok and Instagram. Live and short-form video drove fashion and tech sales.

“Convenience, efficiency, and discounts” were the top 3 drivers for online purchases.

4. Health & Sustainability: Mindful Shopping

• Low-sugar, high-protein foods gained momentum
• 62% of Gen Z prefer eco-conscious brands
• Cost remains a barrier to sustainable adoption

🧃 Non-alcoholic beverages saw renewed popularity for health reasons.

5. Financial Tools Supporting Consumers

• BNPL: $1.62 billion market size
• Mobile wallets (MoMo, SmartCash) bundled with telcos
• Agent banking: Digitized 55% of COD transactions
• Prepaid cards: Helped with budget control

6. Consumer Pain Points

• High inflation and naira volatility
• Last-mile logistics gaps in rural areas
• Retail disruptions during early 2025 protests

7. What Businesses Must Do

Strategic Actions for 2025

• Offer affordability: promos, BNPL, bundle offers
• Boost e-commerce: mobile UX, chatbots, social selling
• Health + value: accessible nutritious products
• Fix logistics: strengthen last-mile delivery
• Leverage data: AI-driven marketing and demand planning

Final Word from Trustsdeck

From daily groceries to digital trends, Nigerian consumers are proving resilient, savvy, and adaptable. They’re shopping for survival but also for convenience, health, and joy. Businesses that offer real value, empathy, and innovation will lead in this fast-moving market.

Data Sources

• McKinsey ConsumerWise Survey (Jan–Feb 2025)
• Numerator 2025 Holiday Preview
• Mordor Intelligence – Nigeria E-Commerce (July 2025)
• PaymentsCMI – Nigeria Digital Data (July 2024)
• GlobeNewswire – Consumer Lifestyles in Nigeria (July 2025)

Trustsdeck Consumer Intelligence Desk
Helping Nigerians shop smarter—every day.