Retail in Nigeria

In 2024, Nigeria's retail landscape was shaped by a complex interplay of macroeconomic headwinds and strategic adaptations by key players across all channels. The removal of the fuel subsidy, introduced as part of the government's broader economic reform programme, triggered sharp increases in fuel prices, exacerbating an already inflationary environment and significantly raising operational costs for retailers. These factors, coupled with steep currency depreciation and persistent electricity s...

Euromonitor International's Retail in Nigeria report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Retail 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.


Retail in Nigeria
Euromonitor International
April 2025
List Of Contents And Tables
RETAIL IN NIGERIA
EXECUTIVE SUMMARY
Retail in 2024: The big picture
Small grocers continue to dominate despite expansion in chained stores
Technology continues to transform the retail landscape
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2024
Seasonality
Christmas
Back to School
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2019-2024
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2019-2024
Table 3 Sales in Retail Offline by Channel: Value 2019-2024
Table 4 Sales in Retail Offline by Channel: % Value Growth 2019-2024
Table 5 Retail Offline Outlets by Channel: Units 2019-2024
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2019-2024
Table 7 Sales in Retail E-Commerce by Product: Value 2019-2024
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2019-2024
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 11 Sales in Grocery Retailers by Channel: Value 2019-2024
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
Table 13 Grocery Retailers Outlets by Channel: Units 2019-2024
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2019-2024
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2019-2024
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2019-2024
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
Table 21 Retail GBO Company Shares: % Value 2020-2024
Table 22 Retail GBN Brand Shares: % Value 2021-2024
Table 23 Retail Offline GBO Company Shares: % Value 2020-2024
Table 24 Retail Offline GBN Brand Shares: % Value 2021-2024
Table 25 Retail Offline LBN Brand Shares: Outlets 2021-2024
Table 26 Retail E-Commerce GBO Company Shares: % Value 2020-2024
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
Table 28 Grocery Retailers GBO Company Shares: % Value 2020-2024
Table 29 Grocery Retailers GBN Brand Shares: % Value 2021-2024
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2021-2024
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2020-2024
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2021-2024
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2021-2024
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2024-2029
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2024-2029
Table 36 Forecast Sales in Retail Offline by Channel: Value 2024-2029
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2024-2029
Table 38 Forecast Retail Offline Outlets by Channel: Units 2024-2029
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2024-2029
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2024-2029
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2024-2029
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2024-2029
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2024-2029
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2024-2029
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2024-2029
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2024-2029
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2024-2029
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Inflation and discounter competition weigh on performance
Addide maintains dominance through convenience and omnichannel services
Forecourt operators diversify to remain profitable
PROSPECTS AND OPPORTUNITIES
Recovery and urbanisation to support channel growth
Omnichannel strategies to enhance convenience propositions
Discounter expansion to shape future competition
CHANNEL DATA
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2019-2024
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 56 Sales in Convenience Retailers by Channel: Value 2019-2024
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2019-2024
Table 58 Convenience Retailers GBO Company Shares: % Value 2020-2024
Table 59 Convenience Retailers GBN Brand Shares: % Value 2021-2024
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2021-2024
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2024-2029
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2024-2029
DISCOUNTERS IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Discounters attract consumers with value proposition
Bokku! expands rapidly to lead the discounter space
Jara leverages hybrid model and digital tools to stay competitive
PROSPECTS AND OPPORTUNITIES
Urbanisation and economic pressure to sustain demand
Competition among discounters expected to intensify
Private label focus to drive value and differentiation
CHANNEL DATA
Table 65 Discounters: Value Sales, Outlets and Selling Space 2019-2024
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 67 Discounters GBO Company Shares: % Value 2020-2024
Table 68 Discounters GBN Brand Shares: % Value 2021-2024
Table 69 Discounters LBN Brand Shares: Outlets 2021-2024
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
HYPERMARKETS IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Economic challenges limit channel expansion
Shoprite restructures footprint to manage cost pressures
Omnichannel lag creates opening for competitors
PROSPECTS AND OPPORTUNITIES
Economic recovery to support hypermarket resurgence
Shoprite positioned to consolidate its lead
Digital investment essential for future growth
CHANNEL DATA
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2019-2024
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 74 Hypermarkets GBO Company Shares: % Value 2020-2024
Table 75 Hypermarkets GBN Brand Shares: % Value 2021-2024
Table 76 Hypermarkets LBN Brand Shares: Outlets 2021-2024
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
SUPERMARKETS IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Supermarkets gain ground despite operating pressures
Market Square maintains aggressive expansion strategy
Justrite embraces innovation through self-checkout
PROSPECTS AND OPPORTUNITIES
Urbanisation and economic stability to support growth
Local players to benefit from market familiarity
Digital innovation to enhance supermarket competitiveness
CHANNEL DATA
Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2019-2024
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 81 Supermarkets GBO Company Shares: % Value 2020-2024
Table 82 Supermarkets GBN Brand Shares: % Value 2021-2024
Table 83 Supermarkets LBN Brand Shares: Outlets 2021-2024
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
SMALL LOCAL GROCERS IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Small grocers remain resilient despite retail modernisation
Fintech innovations transform operations for small traders
E-commerce collaborations expand grocers’ role in logistics
PROSPECTS AND OPPORTUNITIES
Small grocers to remain dominant in informal retail
Financial inclusion to drive revenue diversification
Rural e-commerce logistics to benefit from local knowledge
CHANNEL DATA
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2019-2024
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 88 Small Local Grocers GBO Company Shares: % Value 2020-2024
Table 89 Small Local Grocers GBN Brand Shares: % Value 2021-2024
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2021-2024
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
GENERAL MERCHANDISE STORES IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Department stores remain under pressure amid inflation
Variety stores appeal to value-seeking urban consumers
General merchandisers lag behind in digital transformation
PROSPECTS AND OPPORTUNITIES
Economic recovery to support rebound for department stores
Variety stores to remain key growth driver within the channel
Omnichannel strategies to become critical for competitiveness
CHANNEL DATA
Table 93 General Merchandise Stores: Value Sales, Outlets and Selling Space 2019-2024
Table 94 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 95 Sales in General Merchandise Stores by Channel: Value 2019-2024
Table 96 Sales in General Merchandise Stores by Channel: % Value Growth 2019-2024
Table 97 General Merchandise Stores GBO Company Shares: % Value 2020-2024
Table 98 General Merchandise Stores GBN Brand Shares: % Value 2021-2024
Table 99 General Merchandise Stores LBN Brand Shares: Outlets 2021-2024
Table 100 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 101 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 102 Forecast Sales in General Merchandise Stores by Channel: Value 2024-2029
Table 103 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2024-2029
APPAREL AND FOOTWEAR SPECIALISTS IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Challenging economy weighs on apparel and footwear specialists
Pepkor exit gives rise to rebranded local players
Temu disrupts market with aggressive e-commerce expansion
PROSPECTS AND OPPORTUNITIES
Economic recovery to unlock growth potential
Digitalisation to reshape apparel retail
Local premium brands tap into modernised cultural identity
CHANNEL DATA
Table 104 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2019-2024
Table 105 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 106 Apparel and Footwear Specialists GBO Company Shares: % Value 2020-2024
Table 107 Apparel and Footwear Specialists GBN Brand Shares: % Value 2021-2024
Table 108 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2021-2024
Table 109 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 110 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
APPLIANCES AND ELECTRONICS SPECIALISTS IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Buy Now Pay Later expands as economic constraints persist
Slot retains leadership with wide product range and payment solutions
E-waste crisis escalates as electronics sales grow
PROSPECTS AND OPPORTUNITIES
Improving economy to support demand
Sustainability to gain traction in product and brand strategy
BNPL to fuel growth in high-value categories
CHANNEL DATA
Table 111 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2019-2024
Table 112 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 113 Appliances and Electronics Specialists GBO Company Shares: % Value 2020-2024
Table 114 Appliances and Electronics Specialists GBN Brand Shares: % Value 2021-2024
Table 115 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2021-2024
Table 116 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 117 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
HEALTH AND BEAUTY SPECIALISTS IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Beauty specialists pressured by weak economy and currency depreciation
Pharmacies expand amid deteriorating public healthcare
Medplus strengthens leadership through sustainability and growth
PROSPECTS AND OPPORTUNITIES
Beauty specialists to benefit from economic recovery and local sourcing
Pharmacies to remain resilient as essential providers
Health and wellness trend to drive supplement sales
CHANNEL DATA
Table 118 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2019-2024
Table 119 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 120 Sales in Health and Beauty Specialists by Channel: Value 2019-2024
Table 121 Sales in Health and Beauty Specialists by Channel: % Value Growth 2019-2024
Table 122 Health and Beauty Specialists GBO Company Shares: % Value 2020-2024
Table 123 Health and Beauty Specialists GBN Brand Shares: % Value 2021-2024
Table 124 Health and Beauty Specialists LBN Brand Shares: Outlets 2021-2024
Table 125 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 126 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 127 Forecast Sales in Health and Beauty Specialists by Channel: Value 2024-2029
Table 128 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2024-2029
HOME PRODUCTS SPECIALISTS IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Homewares and home furnishing stores perform well despite economic challenges
Pet shops and superstores gain traction among affluent consumers
Vitafoam Nigeria strengthens its leadership through innovation and omnichannel retail
PROSPECTS AND OPPORTUNITIES
Urbanisation and population growth to drive homewares and furnishings
Pet shops and superstores to benefit from growing pet care culture
Home specialist retailers to embrace omnichannel and flexible payment solutions
CHANNEL DATA
Table 129 Home Products Specialists: Value Sales, Outlets and Selling Space 2019-2024
Table 130 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 131 Sales in Home Products Specialists by Channel: Value 2019-2024
Table 132 Sales in Home Products Specialists by Channel: % Value Growth 2019-2024
Table 133 Home Products Specialists GBO Company Shares: % Value 2020-2024
Table 134 Home Products Specialists GBN Brand Shares: % Value 2021-2024
Table 135 Home Products Specialists LBN Brand Shares: Outlets 2021-2024
Table 136 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
Table 137 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
Table 138 Forecast Sales in Home Products Specialists by Channel: Value 2024-2029
Table 139 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2024-2029
DIRECT SELLING IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Direct selling faces pressure from inflation and declining disposable incomes
Oriflame retains leadership through community building and personalisation
QNET gains ground as ethical direct selling gains traction
PROSPECTS AND OPPORTUNITIES
Improved economy and youth-driven entrepreneurship to boost performance
Social commerce will drive digital engagement and sales
Diversification of product ranges and strategies will expand appeal
CHANNEL DATA
Table 140 Direct Selling by Product: Value 2019-2024
Table 141 Direct Selling by Product: % Value Growth 2019-2024
Table 142 Direct Selling GBO Company Shares: % Value 2020-2024
Table 143 Direct Selling GBN Brand Shares: % Value 2021-2024
Table 144 Direct Selling Forecasts by Product: Value 2024-2029
Table 145 Direct Selling Forecasts by Product: % Value Growth 2024-2029
RETAIL E-COMMERCE IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
E-commerce sees strong growth despite economic constraints
Jumia maintains its lead through diversification and infrastructure investments
Temu disrupts the landscape with low prices and rapid adoption
PROSPECTS AND OPPORTUNITIES
Digital economy legislation to enhance trust and infrastructure
Intensifying competition to fuel innovation and regional expansion
On-demand delivery to support grocery e-commerce growth
CHANNEL DATA
Table 146 Retail E-Commerce by Channel: Value 2019-2024
Table 147 Retail E-Commerce by Channel: % Value Growth 2019-2024
Table 148 Retail E-Commerce by Product: Value 2019-2024
Table 149 Retail E-Commerce by Product: % Value Growth 2019-2024
Table 150 Retail E-Commerce GBO Company Shares: % Value 2020-2024
Table 151 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
Table 152 Forecast Retail E-Commerce by Channel: Value 2024-2029
Table 153 Forecast Retail E-Commerce by Channel: % Value Growth 2024-2029
Table 154 Forecast Retail E-Commerce by Product: Value 2024-2029
Table 155 Forecast Retail E-Commerce by Product: % Value Growth 2024-2029

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