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Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations, and aligning them with broader trends in Nigeria.
Euromonitor's Consumer Lifestyles 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 Overview 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.TABLE OF CONTENTS
Consumer landscape 2021
Life priorities
Priority for spending more "me time" higher than global average
Time for work much more of a priority for Nigerians than global average
Time for work is a key priority for all generations
Consumers value goods and services that help them standout
Unique experiences and tailored products appeal to all generations
Consumers are geared towards trying new products and services
Baby Boomers have a strong preference for branded goods
Home life
A high percentage of Nigerians frequently study at home
Millennials work at home more often than other generations
Eating habits
Ready meals are a popular alternative to home-cooked food
High proportion of Baby Boomers eat at a restaurant every week
Living alone impacts frequency of eating out and low home cooking rates
Consumers actively select foods that are special or new variety
Gen Z leading the shift - although small - to a more flexitarian diet
Afternoon snacks are mostly consumed by households with children
Evening snacking rates for lone households far exceeds other households
Working life
Nigerians have high expectations to start their own company
Being self-employed in the future appeals to older generations
Sustainable living
Over 80% of respondents trying to have a positive impact on the planet
Climate change is a bigger concern for Baby Boomers
Leisure habits
During the pandemic Nigerians have ramped up their online socialising
Difficulties in meeting up in person driving online socialising in Nigeria
Regular weekly meetings with friends in person lower than online
Baby Boomers are the most avid leisure shoppers of all generations
Baby Boomers are the most well-travelled cohort
Health and wellness
Nearly 60% of female respondents take vitamins/supplements every day
Shopping habits
Consumers focus on quality over quantity and like to shop in malls
Buying fewer but higher quality products is important to younger cohorts
Nigerians far more reliant on friends/family for recommendations
Independent reviews next best thing to family/friends recommendations
Consumers motivated to shop in-store by convenience and immediacy
Baby Boomers motivated to shop in-store by immediate purchasing
Online shoppers motivated by ability to shop at a time that suits them
Best price is a significant motivation to shop online for Baby boomers
Technology
Privacy and data sharing management important to many Nigerians
Baby Boomers most troubled by targeted ads invading their privacy
High reliance on mobile internet drives smartphone ownership
Earphone/headphone ownership on a par with global rates
Nigerians visit online health-related sites more than the global average
Nigerians pay regular attention to their social networking sites