March 6, 2025 – Nigeria is known for its vibrant culture, rich cuisine, and variety of flavors. It is witnessing a noteworthy change in its food and beverage industry. From the growing demand for meal preparation trends to the development of more plant-based and special diet products, we provide a comprehensive overview of the Nigerian market.
Innova’s 360 research analyzes Nigerian food and beverage consumption habits and assesses the factors driving changing demand in specific categories, such as beverages, everyday staples, meal preparation, snacks and treats, and plant-based and special diets.
Beverage Trends in Nigeria
In Nigeria, alcoholic beverage purchasing penetration is lower than the global average (30% vs. 41%). By category, consumers prefer beer, wine (sparkling and champagne), and hard alcohol/liquor/spirits. However, consumers are increasingly turning to non-alcoholic alternative beverages driven by several factors such as flavor, health aspects, and brand awareness.
In soft drinks, there has been a 46% rise in the consumption of bottled water due to its healthy image. Energy drinks, juices, juice drinks and smoothies, iced coffee, and tea also display growth in consumption over the past year. Sugar reduction, natural ingredients, no artificial flavors or colors, vitamin/mineral fortification, and caffeine free claims are prevalent in every soft drinks category.
Most consumers in Nigeria drink hot coffee and tea for their taste and flavor, preferring these hot drinks at breakfast, mid-morning, and evening. Natural ingredients and no artificial colors or flavors are significant attributes influencing the consumption of these hot drinks.
Everyday Staples in Nigeria Food Trends
The consumption of everyday staple categories has risen over the past year. Consumers prioritize health aspects, freshness, taste, convenience, and cost when buying products in this category.
Nigeria has a higher purchasing penetration of bread and bread products (81% vs. 77%), which surpasses the global average. These products are considered a healthier option, with growing brand awareness among consumers, lifestyle changes, and the desire for improved variety and novelty all being important drivers of increased consumption.
In dairy products, product safety, natural ingredients, and health claims are primary attributes, with 1 in 3 consumers selecting these claims in each category. Fish and seafood and meat and poultry consumption are increasing, driven by their health aspects. Sources of protein and omega fatty acids are important health claims in this category.
Meal Preparation Trends in Nigeria
Around 1 in 4 consumers are increasing their intake of all meal preparation solutions, with sweet spreads, savory spreads, table and cooking sauces/condiments, and bouillons, stocks, seasonings as the most favored options. Taste, health aspects, and freshness influence all meal preparation choices.
Around 28% of Nigerian consumers increasingly opt for ready meals for convenience. In this category, they favor functional ingredients, sources of protein and fiber, and reduced sugar claims.
Additionally, real or natural ingredients are preferred when choosing convenient meal options, over-indexing the global average in most categories like ready meals, bouillons, stocks, seasonings, sweet spreads, and table and cooking sauces/condiments.
Snacks and Treats Trends in Nigeria
Product safety, natural ingredients, and health claims influence snack and treat choices. Cakes, pastries, sweet goods, sweet biscuits and cookies, chocolate, desserts, ice cream, cereal and energy bars categories show positive growth in consumption. Food trends in Nigeria reveal that 1 in 3 consumers prioritize taste and flavor as a top factor for consuming most snacks and treat categories. Apart from this, they also favor premium ingredients and free from/allergy-related claims in snacks and treats.
Consumers are mainly focusing on natural ingredients, high protein and fiber, and reduction claims when considering cereal and energy bars. Additionally, they prefer functional ingredients like calcium and iron across all categories of snacks and treats, over-indexing the global averages.
Plant-Based and Special Diets in Nigeria
Meat substitutes purchasing in Nigeria is higher than the global average (27% vs. 19%), while dairy alternatives displayed a lower purchasing penetration rate than the global average. Protein, fiber, functional ingredients, allergy-related, traditionally made/crafted, and fat reduction claims are significant in all dairy alternatives.
In sports and functional nutrition, health and functionality are the primary drivers for consumption. Plant-based foods and special diets are becoming more significant due to health and allergen-free claims.
What’s Next in Food Trends in Nigeria?
The Nigerian food and beverage market is presenting several opportunities for brands to tap into the consumers’ evolving tastes and preferences.
Consumers in Nigeria are more mindful of the nutritional value of processed foods due to growing health awareness. Brands can highlight the health benefits of their products by offering options that are low in sugar, fat, and preservatives while being rich in essential nutrients. Brands can try reformulating their products to minimize unhealthy additives and include fortified ingredients such as vitamins and minerals to appeal to health-conscious consumers.
Local dishes, often prepared with locally sourced ingredients, play a significant role in everyday life and cultural celebrations. This strong preference for authentic, familiar tastes influences consumer choices, with many preferring food products that reflect these traditional flavors. Food brands that incorporate these local flavors and ingredients into their processed products are more likely to resonate with Nigerian consumers, fostering a sense of cultural pride and satisfaction.
Price is a key consideration for many Nigerian consumers. Brands that offer cost-effective products and strike a balance between quality and price are likely to lead in the market.
This article is based on Innova’s Category Growth Drivers in Nigeria report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
