Intelligence Terminal
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Executive Summary
- 01Consumer discussions around recent 22% shrinkflation & price adjustments surged 310% over the last 10 days.
- 0273% of complaints in Northern urban corridors (Kano, Kaduna) express substitution intent toward local unbranded alternatives.
- 035 key consumer advocacy and comedy creators generated 42% of organic social reach discussing pack-size dissatisfaction.
Customer complaints regarding pack size vs. price velocity accelerated +31% week-over-week.
“The price went up but the sachet volume was cut in half — no longer value for money.”
High sensitivity to sachet volume cuts; migration to local dairy blends.
States: Kano, Kaduna, Katsina, Jigawa, Sokoto, Zamfara, Kebbi
Sachet affordability discussions dominate FMCG grocery channels.
States: Borno, Yobe, Adamawa, Bauchi, Gombe, Taraba
Mixed reaction; corporate workers absorb cost, students voice outrage.
States: FCT (Abuja), Plateau, Benue, Niger, Nasarawa, Kogi, Kwara
Discussion focused on breakfast alternatives and rising household food budgets.
States: Lagos, Oyo, Ogun, Ondo, Osun, Ekiti
Wholesalers reporting pushback on minimum order thresholds.
States: Anambra, Enugu, Imo, Abia, Ebonyi
Retail inventory moving slower in Port Harcourt and Warri.
States: Rivers, Delta, Akwa Ibrom, Bayelsa, Cross River, Edo
Pause planned Q3 price revision in Northern trade channels; launch 'Family Value Pack' messaging highlighting nutrient density before competitor B captures value-tier shelf space.