ConsumerReportsNG

What sells in Nigeria are cheaper knockoffs of popular brands The consumers in Nigeria have a very low purchasing power P&G makes top brands, but these brands have become too expensive for the average Nigerian consumer, it's not that P&G can't compete, they dont see a payoff if they do. Nigeria is a small market Ditto Dunlop Ditto GSK Ditto Unilever It's cheaper for those companies to exit operations, then retain Sales teams, at lower overheads. In the 1980s, I grew up with Planta, treetop, Lipton, Dove in Kingsway and Leventis etc but those brands have all disappeared, and cheaper locally made or imported ones have entered the Nigerian market I worked in Borno in the early 2000s, back then the Nigerian brands from companies like Nestle were under pressure from similar brands by Nestke but imported from Cameroon that were cheaper These dinvestment from Nigeria will continue as long as consumption continues to be anaemic Dstv is already in losses, Coke is losing market share, Yet the sad part is local Costs are still higher, meaning the brands leaving can still import and retain market share Nigeria has to fix the economy so folks get good jobs and start to consume