NielsenIQ Data Shows Decline in Brand Loyalty Among Nigerian Consumers

NielsenIQ's data presented at its annual conference in Lagos highlights a significant shift in consumer behavior in Nigeria, with 60% of consumers switching brands in the past year primarily due to price increases. The FMCG sector in Nigeria is experiencing growth, with a 54.1% increase in value in 2025.

Despite economic uncertainties, consumer spending remains resilient, driven by a focus on quality and value. NielsenIQ forecasts continued growth in the FMCG sector until 2027.

Daniel Chobardjian, NielsenIQ's President EMEA, emphasized the evolving consumer landscape in Nigeria.