A 2022 market report by Pierrine Consulting has revealed how Nigerians resident in the north spend N322 billion monthly on personal care products.
Pierrine Consulting Chief Executive Officer Seyi Adeoye said the report is aimed at providing an informed view of the northern market opportunity from consumers’ behavioral dynamics.
The report which examined the Northern market opportunities, showed that the amount was spent monthly on top seven personal care products such as toothpaste, beauty soap, perfume, body lotion, sanitary pads, deodorants and antibacterial soaps.
Using Kano State as a proxy, the report also discovered that residents of the region spend N163 billion monthly on carbonated drinks.
Providing a breakdown of the spend on drinks, the report said “53 percent of northern consumers consume some form of non-alcoholic drinks several times every single week, 66 percent currently consume CSDs, 45 percent consume Malt drinks, 24 percent consume fruit-based drinks, 5 percent take wine products and 15 percent are consumers of Energy drink products. Over 60 percent have Zobo and unbranded milk products within their repertoire of drinks.”
According to the report, Northerners also spend big on branded breakfast, as monthly expenditure on cocoa-based drinks, tea, cornflakes, coffee, oats, custard and Golden Morn is about N223 billion.
As a necessity, food and food-related items constitute 55 percent of northern consumers’ monthly household expenditure. Additionally, 10 percent is typically spent on utilities, 7 on personal care products, 7 percent on clothing and accessories, 6 percent on airtime, 5 percent on transport, 5 percent on medical health, 3 percent on baby care products, and 2 percent on electronics.
While 58 percent of Northern consumers have internet access, the report showed that cash transactions remain King in the region, with 91 percent usage level. The report however discovered a considerable on-going use of USSD transactions which it put at 31 percent.
The Pierrine report also said branded powdered milk was the most consumed of all dairy products, at 89 per cent incidence level. Evaporated milk was next at 8 per cent, sweetened yoghurt at 35 per cent and Butter at 30 per cent usage levels. In all, Northern consumers spend N151 billion monthly on branded milk powder, N36.9 billion on evaporated milk, N35 billion on sweetened yogurt, N28.6 billion on butter, N20.7 billion on Mayonnaise, N5 billion on condensed milk, and N1.1 billion on UHT milk.
In addition, N102 billion was spent monthly on spices, N156 on laundry, and N146 billion on baby care products.
The report also found that open markets and 7neighborhood stores remain preferred shopping points in the region, with 65 per cent of customers making their purchases via this channel.