TECHNOLOGY
Charting the Growth of Nigeria’s Consumer Economy W R I T T E N B Y N Y E LO N G M A N
The information measurement company’s poll provides business snapshot of the Nigerian market and thus an important tool. We d implications of this with Nielsen’s West Africa Managing Director, ALTHOUGH AFRICA’S LARGEST economy is often characterised by the dominance of the petroleum industry, Nigeria’s retail and consumer goods market has been playing catch-up and now stands as the third highest contributor to the country’s GDP. This, coupled with consistently strong growth and an ever-growing middle class, makes the future of the nation’s retail landscape (not to mention the 12
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actionable insights made available by the Nielsen census) all the more exciting. The rise of Nigeria Nielsen’s ongoing survey, which has so far reached over 1.2 million retail outlets, could not have come at a more exciting time in Nigeria’s economic history. Research from a variety of sources suggests that the country’s