To be a leading Food Company delivering nutritional and healthy variety of foods and choices in a range of categories. We are guided by our values being preferred suppliers selling preferred products, passion for consumers and customers, courage to dream and explore and care for people and the environment.

Our Market Nigeria has the potential to be the fastest growing large African economy, with a projected annual GDP growth rate of 4.2% in the period 2016-2050. This will push it up the GDP rankings to become the 14th largest economy in the world by 2050, according to IMF and PwC estimates. The population, currently around 201 million, is expected to double over the next 30 years, at a population growth rate averaging around 2.3% a year. For what has been a young country, Nigeria is now entering a period of strong growth in the working age population.

The Nigerian consumer landscape is set for a multitude of shifts. By 2025, 55% of Nigerians will live in cities or towns because of 50% growth in population in urban areas, which represents the fastest urban growth rate globally, ahead of China and India. Economists believe that by diversifying from the oil sector, Nigeria is set to see growth in a large consumer market. 

Nigeria’s growing economy also means that the middle-income, middle-class sector is set to expand beyond 40 million. Food retailing in Nigeria has traditionally taken place in open markets, and these are still used by three quarters of the population. Kiosks are another popular food outlet, with over 60% of people using them perhaps as often as 20 times a month, accounting for 12% of spend. 

Modern retailing methods have become increasingly popular, and more than half of consumers will shop in a supermarket or hypermarket. Even so, Nigerians are not yet having a weekly main shop – only around a fifth of visits to food retail outlets is a regular restocking of the pantry.

Supermarkets are popular for bulk buys which are considered cheaper in the long run. Nigerians enjoy the grocery shopping experience – 90% reported they do, according to Nielsen – and almost as many (87%) said they “always prefer to shop in a well-organized store with a pleasant ambience.” Satisfaction with customer service is equally as important.Price is a key issue for consumers, with 95% saying they notice price changes. A Nielsen survey of seven countries found that 37% of respondents said affordability of brands was the most important factor in influencing their decision to buy.