Brand disloyalty is becoming the norm across consumer segments, product categories and geographies within Africa. In Nigeria alone, 7 in every 10 consumers switched brands in 2024 owing to price increases. Yet, brands continue to have high growth aspirations for the new year without a clear blueprint to tackle the ever-increasing disloyalty rocking the continent.
A research team from Lagos Business School, mediaReach OMD, Geopoll and the National Institute of Marketing unlocked insights from CEOs and brands and selected sixty-two consumers to tackle this conundrum. If you are a brand or business owner operating within Africa, the following trends will shape your ability to grow in 2025.
1. Brands that cautiously innovate their USPs to tackle customer pain points will thrive
Lots of innovations failed in 2024 because brands did not spend sufficient time positioning these new offerings in the minds of the target consumers. Insights from our data revealed that the average brand positioning recall rate for Nigeria’s top ten brands is as low as 54%. More surprisingly, Nigeria’s banking sector, a leading advertising spender, recorded the lowest positioning recall rate at 20%. There is a growing gap between what brands say they are and how consumers perceive them. If you seek to grow your customer base, you must go back to basics to understand and refine the propositions that make your brand stand out in the customers’ minds. To stand out, make sure your unique offering reduces rather than increases customer pain points.
2. Creativity in price management and communication will grow brand loyalty
Pricing and brand loyalty are closely linked in Africa. As a business or brand owner, you are probably experiencing the highest inflation rate in recent years. Nigeria’s inflation rate hit an all-time high of 34.6% at the end of 2025. Unfortunately, consumers have only become poorer as inflation has skyrocketed across the continent. If you face this conundrum, it is a call to get creative about price management.
Pricing the usual way is one of the fastest ways to lose your market share. Explore new pricing approaches that demonstrate value and commitment to the target customer beyond passing costs to the end consumer. The way you demonstrate empathy in announcing price changes can also be a game-changer.
3. Supermarkets will outperform other sales channels
Neighbourhood supermarkets are becoming the preferred shopping destination for African consumers, outperforming e-commerce and traditional markets. For every visit to a mall or online store, Nigerian shoppers make nine trips to a neighbourhood supermarket. There is something these trade channels are getting right that your business can fuse into its operations for the year. Insights from our data show that neighbourhood supermarkets deliver more trust and customer satisfaction than other channels by offering the right mix of affordable pricing, locational proximity and convenience. Brands that harness data to study how this model builds trust and customer satisfaction across touchpoints will thrive.
4. Social Commerce will continue to dominate
While businesses in Africa’s formal sector burn their fingers using traditional e-commerce platforms, social commerce is seeing explosive growth, with a 38% growth rate in 2024 and $1.55b in Gross Merchandise Value. Interestingly, 70% of informal businesses are using platforms like WhatsApp, TikTok and Instagram as primary sales channels. There is a golden opportunity waiting for brands that explore the power of social commerce platforms in Africa. Partnering with micro-influencers with a strong following in their target market to drive social commerce can be a huge advantage. For example, brands like Viva have successfully partnered with fashion influencers to drive sales.
5. Environmental and Social Awareness will influence purchase decisions
A global study by GeoPoll revealed that 82% of Nigerians are environmentally and socially aware, and this is influencing their purchase decisions. About 86% of the country’s youth believe it is important for brands to engage in social causes. More importantly, 77% of Africans are willing to pay more for brands that integrate Environmental, Social, and Governance (ESG) principles. In all this, consumers use their purchasing power to express their values. Yet, many brands still fail to integrate sustainability into their core messaging, missing out on the opportunity to connect with this socially conscious demographic. To succeed, use partnerships, storytelling and sponsored content to amplify your sustainability efforts. Consumers are more likely to stay if you show how much you care for them and society.
6. Gaming will influence marketing and consumer engagement
Gaming is not mere entertainment in Africa, it is a sleeping giant poised to significantly shift consumer and market engagement. The gaming revenue in Africa hit a record $1.8B in 2024, and a shocking 63% of gamers in the continent have made a purchase after seeing an ad in a game. GeoPoll’s Gaming in Africa Survey states that 58% of Nigerians play video games, out of which 65% have purchased after seeing an ad in a game. So, why should you care as a brand or business owner?
There is a huge opportunity to curate culturally relevant content that appeals to the hearts of consumers in an industry projected to generate $2.5 billion in revenue by 2025. To capitalise on this possibility, consider partnering with local game studios to develop immersive experiences for your brand.
7. Going local: African consumers are increasingly favouring local brands over international ones
There is a steady increase in preference for locally produced brands, especially in the fashion/apparel and automotive industries. Nigerian brands like Dangote and GLO appear as one of the topmost admired African brands for the last five years. This is in contrast to the reality years ago when there was a higher consumer preference for foreign brands.
Study insights from our data suggest that consumers are embracing local brands as a form of national pride. With this renewed trust for locally made brands, it is time for brand and business owners to pay closer attention to this phenomenon.
For example, Dangote has gained significant market share by positioning itself as a proudly Nigerian brand. Having a global mindset with locally contextual messaging will be a source of competitive advantage.
8. The rise of brand “Humanisation” will drive cultural equity and growth
As Nigeria’s consumer market recovers from the economic challenges of the past two years, there is a noticeable shift in brand communication strategies. Instead of focusing solely on rational messaging, brands are increasingly embracing emotional connections. This change is driven by consumers who are re-evaluating their needs and desires in the face of limited resources and tighter budgets.
A growing trend involves brands adopting authentic and relatable storytelling to foster deeper connections with their audience, making their communication feel more “human.” While influencer marketing has been instrumental in bridging the gap between brands and consumers through relatable narratives, the focus is shifting from merely selecting influencers based on reach to prioritising cultural impact.
Campaigns like MTN’s “Go Make a Difference” and Viva’s “Designed by Veekee James, Maintained by Viva” highlight this shift, as they collaborate with cultural influencers to deliver authentic stories that resonate emotionally. For example, Airtel’s partnership with cultural influencer Farooq Oreagba, popularly known as “Mr. Steeze,” has strengthened the brand’s emotional connection with its audience.
To thrive in this evolving landscape, brands should consider involving creators in the planning process. The more human and relatable a brand becomes, the stronger its connection with consumers—and the greater its potential for lasting growth.
9. AI adoption in marketing set to leapfrog, transforming content creation and personalisation
Artificial Intelligence (AI) is revolutionising marketing across Africa, enabling brands to create more engaging content, personalise customer interactions, and optimise operational efficiency. In Nigeria, locally developed AI tools, such as speech-enabled customer service platforms, are reshaping customer experiences.
Brands are leveraging AI for real-time data analysis to improve targeting, increase campaign effectiveness, and drive better return on investment (ROI). Nigeria’s rapid adoption of mobile and tech solutions in the past suggests that AI adoption will follow a similar steep growth curve. Early adopters of AI in marketing are likely to gain a significant competitive advantage.
However, one key challenge lies in collecting enough consumer data to enable AI-driven personalisation while maintaining privacy and ethical standards. Successfully balancing personalisation with consumer trust and privacy will be critical for brands looking to succeed in this space.
10. Nigerian consumers will remain content-led but coalesce around platforms that offer convenience and flexibility
Although digital platforms are rapidly gaining popularity, Nigerian consumers’ appetite for video and audio content remains robust. What is changing is how audiences access content. Consumers are increasingly favouring platforms that prioritise convenience and flexibility, such as Video-On-Demand (VOD) and Over-The-Top (OTT) platforms, especially on mobile devices.
Still, traditional channels like TV and radio continue to play a significant role in brand discovery and maintaining credibility. To thrive in this environment, brands need to adopt a platform-agnostic approach. Ensure your content is accessible on-demand and optimised for multiple devices. For instance, DSTV’s ecosystem, which combines linear TV, on-demand streaming, and online options, serves as an excellent example of a flexible and consumer-focused strategy.
The year ahead promises exciting opportunities for brands to grow loyalty by leveraging consumer, market, and media insights. By staying attuned to consumer behaviour and adapting content strategies accordingly, brands can remain relevant and competitive in Nigeria’s dynamic market.
Authors
Uchenna Uzo, Faculty and Academic Director, Africa Retail Academy, Lagos Business School
Emmanuel Adediran, Business Unit Director, MediaReach OMD
Richardo Lopez, Regional Director, Geopoll
Ephraim Nwokporo, Manager, Research and Partnerships, Africa Retail Academy, Lagos Business School
