In an era where the cost of living continues to rise at an alarming rate, Nigerian consumers are growing increasingly concerned about the dwindling quality of products despite higher price tags. A recent market interaction conducted by The Brand Colossus across various retail outlets, supermarkets, and open markets revealed a pressing dilemma—many shoppers feel trapped between affordability and durability.
From household essentials and packaged foods to electronics and fashion items, consumers expressed frustration over what they perceive as a widespread decline in product quality, even as prices soar. While manufacturers often cite inflation, rising production costs, and currency fluctuations as reasons for price increases, consumers insist that these explanations do not justify the drop in standards.
“Price Is Going Up, but Quality Is Going Down”
At a bustling supermarket in Lagos, Chidimma Okechukwu, a civil servant and mother of two, shared her disappointment over the deteriorating quality of everyday products. “Before, when I bought a particular brand of milk or detergent, I knew what to expect. But now, the same product feels diluted, yet it’s more expensive. It’s as if we are paying more for less,” she lamented.
Her frustration is echoed by Adekunle Adebayo, a businessman shopping at Mile 12 Market. He pointed to a popular tomato paste brand, which, according to him, has lost its thickness over time. “The manufacturers think we don’t notice, but we do. They reduce the quality little by little, hoping customers won’t realize. The worst part is that some of these brands have been in the market for years, yet they’re losing credibility instead of improving,” he stated.
Consumers Shifting Loyalties
With trust in some long-standing brands dwindling, many consumers are actively seeking alternatives, often switching to lesser-known or even locally made products that offer better value for money. The Brand Colossus observed a growing trend where shoppers were willing to experiment with new brands if it meant getting better quality at a reasonable price.
“I used to be loyal to one particular cooking oil brand, but the price has become ridiculous, and the quality is no longer the same. Now, I’ve switched to a local brand, and honestly, it’s even better,” said Blessing Musa, a trader at Oyingbo Market.
This shift in consumer behaviour poses a significant challenge for established brands that have traditionally relied on strong brand equity to maintain market dominance. Experts warn that in today’s economy, no brand is too big to fail if it neglects customer expectations.
Manufacturers Defend Price Adjustments
On the other side of the conversation, manufacturers argue that rising costs of raw materials, import duties, and logistics have made it increasingly difficult to maintain previous pricing structures. Some companies have opted to downsize product quantities, what consumers often refer to as “shrinkflation”, while others have subtly tweaked product formulations to cut costs.
A representative from a leading consumer goods company, who spoke on condition of anonymity, told The Brand Colossus: “It’s a tough balancing act. We understand that consumers want affordable products, but manufacturers are also struggling with increased production costs. We are doing our best to keep prices fair while ensuring quality is not significantly compromised.”
However, not all consumers are buying into this justification. Many believe that while price increases are expected, they should be accompanied by a commitment to maintaining quality.
Experts Weigh In: How Brands Can Strike a Balance
Marketing and economic analysts argue that brands must explore innovative ways to balance affordability and quality to maintain consumer trust. According to a Pat Amami brand strategist, “The brands that will thrive in this economy are those that can creatively manage costs without making customers feel shortchanged. That means looking into local sourcing, lean production methods, and even more sustainable packaging solutions.”
She further emphasized that transparency is key: “Consumers are more informed than ever. Brands that openly communicate changes and justify price adjustments with value-added improvements will retain loyalty. Those that silently reduce quality will eventually lose credibility.”
The Verdict: A Call for Ethical Business Practices
As Nigerian consumers become more discerning and vocal about their purchasing decisions, the message to manufacturers is clear, product quality must not be sacrificed at the altar of profitability. Shoppers are increasingly aware of the trade-offs brands are making, and they are willing to vote with their wallets by patronizing brands that prioritize value.
Moving forward, the challenge for manufacturers is to adapt to economic realities while upholding the trust of their customers. Whether through cost-efficient production methods, better raw material sourcing, or transparent communication, the brands that listen and respond to consumer concerns will emerge stronger.
In the end, the battle between price and quality is not just about economics; it is about the long-term relationship between brands and their consumers. And as The Brand Colossus continues to engage with shoppers nationwide, one thing remains evident, Nigerian consumers are no longer passive buyers. They demand more, they expect better, and they are ready to make their voices heard.
