Rising inflation and shrinking disposable income have pushed more Nigerian shoppers to switch brands in search of affordability and value. Some household essentials recorded high levels of brand switching, reflecting growing pressure on household budgets.
Many Nigerian consumers are rethinking what they buy, prioritizing affordability and value over brand loyalty as inflation erodes their purchasing power
Recent data from NielsenIQ, a global data and analytics company, titled “NIQ 2025 Consumer Outlook survey”, shows that almost six in every ten shoppers have switched brands in the past year due to increased prices.
“Almost 6 in every 10 shoppers have switched brands in the past 1 year due to increased prices
“Toothpaste, cooking oil, and laundry products continue to exhibit the highest levels of brand switching, while the beverage category posts better loyalty,” the report stated
Top switchers
The NielsenIQ report also showed that Nigerian shoppers still value trust even as they change brands.
“99% of Nigerian consumers say that trusting the brand they’re buying from is very or somewhat important,” the report stated.
Product quality and consistency remain the most critical trust factor, influencing 76% of shoppers. Customer service and responsiveness followed at 63%, while transparent business practices stood at 58%. Recommendations from friends and family, and environmental sustainability, both ranked at 57%.
Nigerians are also showing growing interest in brands that reflect local identity and social impact. Forty-three per cent of shoppers said diversity and inclusion in branding matters to them, while 41% cited community involvement and local production as important.
A good number of Nigerians are also showing growing interest in products sourced from or made in my home country, ranking at 41%.
Open markets, neighborhood grocery stores, and supermarkets are the top shopping channels for Nigerians, each serving distinct grocery needs and purchase missions.