Consumer Trends in Nigeria

Nigeria has a huge population with a mix of ethnicities and religions. But while Ramadan will be focused on the Muslim community, some aspects, like increased focus on family gatherings and gift-giving may have a broader appeal.

Well over 90% of the muslim population in Nigeria participate in he yearly fast and festivities. This year, the holy fast in the holy month of Ramadan in Nigeria kicks off on Monday 11th March and ends at sundown on Monday 8th, April. By understanding the trends during this period, Nigerian retailers can make the best of the Ramadan season and tailor their marketing and sales strategies to meet the needs of their customers.

Business and Fasting Hours during Ramadan:

One of the most important things to remember is the fasting hours of Ramadan, which affect the online habits of Muslim consumers. In Nigeria, the fasting hours during the day are projected to be a little above 12 hours.During the day, people usually rest, although many are still active due to the convenience of online shopping. However, the real increase in activity occurs in the early evening and at night, after the first meal of the day (5:53 pm - 6:58 pm). So, be prepared for increased traffic to your website during unexpected hours! 
Insights like these can help your business prepare for and adapt to the Ramadan period in order to maximize sales.

Consumer Affinity to Entertaining and Inspiring Content During Each Phase of Ramadan:

In regions and countries where Ramadan is observed, most consumers enjoy engaging with entertaining and inspiring content that enhances their fasting and communal experience during Ramadan. Many people search for spiritual inspiration, while others watch cooking content, look for gift ideas, and watch how-to videos. Your business can take advantage of this trend by placing products and delivering positive messages through inspiring brand content.

Tap into the Culture of Charity (Zakat):

Zakat, a fundamental pillar of Islam, is a religious obligation for all eligible Muslims to help those who are less fortunate and more vulnerable. Zakat is a form of almsgiving and requires Muslims to contribute 2.5% of their savings and wealth to be distributed to those in need.

Many Nigerian Muslims see Ramadan as an opportunity to reach out to those who are less fortunate within their communities. Food drives may be organized to ensure that everyone can celebrate Eid al-Fitr.

Your business can participate in this charitable trend and the spirit of giving during the Ramadan season by partnering with charity organizations in Nigeria to provide assistance to the poor and needy. This gesture can be part of your business' corporate social responsibility activities during this month.

Eid al-Fitr Preparation and Shopping:

Although the last ten days of Ramadan are considered particularly holy, preparations for Eid al-Fitr, the celebratory feast that marks the end of the fast, begin as Ramadan nears its end. During this period, consumers go beyond traditional purchases and explore a wider range of products. Between 2022 - 2023, data shows that a surprising 30-55 age group in Nigeria were more interested in shopping and taking advantage of Ramadan sales and offers than the younger adults. From groceries and clothing to homeware, beauty items, and even electronics, shopping lists diversify during this holy month. Interestingly, a significant portion (86%) of consumers in regions and countries where Eid al-Fitr is celebrated consider Ramadan the prime time to find the best deals. Small and medium-sized enterprises (SMEs) in Nigeria can offer special discount sales and unique celebration offers to customers both domestically and internationally.

In Conclusion…
Ramadan presents a unique opportunity for Nigerian retailers. By understanding the shift in consumer behavior, businesses can adjust their strategies accordingly. Focus marketing efforts during the evenings, when online activity peaks after the fast is broken. Tailor content to the Ramadan spirit by offering inspirational messages or practical recipe ideas. Partner with charities to demonstrate commitment to social responsibility and cater to Zakat practices. Lastly, provide Eid-specific deals to take advantage of the celebratory preparations. By embracing these trends, businesses can connect with Muslim consumers and ensure a successful Ramadan season. Remember, it's an opportunity to build lasting relationships, not just make sales.