1. Exporting to Nigeria:
1.1. Consumer market:
Nigerian consumers have one of the lowest incomes per capita in the world, new government policies are attempting to improve the situation. Purchasing power has been steadily growing as jobs are created and the economy diversifies. Inflation pressures are resulting from increased consumption and demand for products. Similar to many nations around the world, consumers in Nigeria are adapting to western tastes, and have a liking for the western way of life; this is mainly a result of Nigeria's youthful population, and a massive rural to urban migration. Western style eateries and restaurants are especially popular with younger consumers. Prepared foods and snacks are also popular with urban consumers. The food expenditures are approximately US $ 235 per capita annually. Also, consumers are very price sensitive. Prices are not fixed and are often negotiated when purchased in traditional market settings.
1.2. Consumption Trends:
Nigerian diets are generally high in carbohydrates, although consumers are starting to demand low-fat, and sugar-free foods and beverages. Traditional foodstuffs consumed in Nigeria include corn, sorghum, tubers and seafood. Seafood consumption is growing due to its affordability. There is increasing demand for potato chips, sauces, seasonings, pastry mixes, seafood, canned foods, wine and ice cream. Consumers desire small sized products that are prepared and packaged for affordable one time use. Nigerians are shifting interest towards lighter meals and fresh produce without preservatives. Middle and higher income consumers are increasingly concerned about food safety and dietary quality. This is growing demand for nutritious foods and hygiene products. Poultry consumption has decreased since bird flu was detected in 2006.
1.3. Retail Sector:
The retail food sector in Nigeria had sales of approximately US$14.5 billion in 2005; US$290 million of which was imported high value products....