New Market Report Now Available: Consumer Lifestyles in Nigeria
A strong sense of culture continues to influence consumer preferences, despite the relative penetration of Western values and lifestyles amongst urbanites. The majority of the population lives in poverty and faces economic challenges. Yet, the youth bulge and rapid rate of urbanisation present promising growth opportunities. In addition, middle- and high-income consumers are enjoying rising levels of disposable income, increasing their demand for a wider range of products and services.
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