Nigeria Leads Africa as Fastest-Growing FMCG Market in 2025
Nigeria has been ranked as Africa’s fastest-growing Fast-Moving Consumer Goods (FMCG) market, recording an impressive 54.1 percent value growth in 2025, up from 34.3 percent in the previous year, according to new data released by NielsenIQ, a global data and analytics firm.
The report highlights that the FMCG industry across Africa has rebounded strongly despite ongoing challenges such as high inflation and currency fluctuations. It identifies South Africa, Nigeria, Egypt, Morocco, and Kenya as the continent’s top five FMCG markets, collectively accounting for an estimated $42 billion in value.
South Africa remains the largest FMCG market in Africa, valued at around $27.5 billion, representing a 7.7 percent growth rate.
Nigeria follows with an estimated $25 billion market size — the fastest growth rate on the continent at 54.1 percent. Egypt comes next with a $10.2 billion market growing at 23.1 percent, while Morocco and Kenya recorded $7.5 billion (7.6%) and $3.3 billion (5.5%) respectively.
Despite facing significant economic hurdles in 2024, including shrinking volumes and weakened consumer demand, Nigeria’s FMCG sector has shown a notable turnaround in 2025.
The report notes that transaction volumes, which dropped by 3.1 percent last year, have now rebounded with a 4.8 percent increase, while overall sales volumes rose by 5.4 percent.
“Nigerian consumers remain remarkably resilient, with adaptive purchasing behaviors and price cushioning strategies driving sustained consumption and value growth,” NielsenIQ stated.
The data further projects that Nigeria’s FMCG market could grow from ₦12.46 trillion in 2025 to ₦18.13 trillion by 2027 under a conservative growth scenario.
In a more optimistic forecast, the sector could surge to ₦23.13 trillion within the same period.
According to the report, the most significant acceleration is expected between 2026 and 2027, when the conservative estimate climbs from ₦15.08 trillion to ₦18.13 trillion, while the aggressive scenario jumps from ₦17.08 trillion to ₦23.13 trillion.
Overall, the findings signal a renewed wave of consumer confidence and market resilience, positioning Nigeria as a major growth engine for Africa’s consumer goods sector.
