Bokku, Justrite, Jendol lead Nigeria’s retail footfall as value shopping deepens

Bokku, Justrite and Jendol emerged as Nigeria’s most visited retail chains in the first quarter of 2026, highlighting a shift in consumer traffic toward value-driven outlets as households adjust to high inflation and weaker purchasing power.

The findings are contained in the ‘Q1 2026 Retail Pulse’ report by Shoppoint Insights, a cashback and receipt-based rewards platform that tracks real consumer spending patterns across the country.

“Bokku led Nigerian retail chains, appearing on 7.7 percent of receipts scanned by Shoppoint Rewards shoppers. Justrite followed at 3.0 percent,” the report said, noting that the rankings reflect the concentration of traffic among a small group of dominant players.

Bokku accounted for 7.7 percent of receipts and 16.8 percent of shoppers, with a typical basket size of about N6,000—signalling strength in reach and frequency rather than high spend per trip. Justrite, recorded 3.0 percent of receipts and 9.9 percent of shoppers but with a higher median basket of about N8,000, suggesting fewer but higher-value transactions. Jendol ranked third, with a 3.3 percent share of receipts.

Across the 47 retailers analysed, basket sizes ranged widely from about N3,000 to N53,000, reflecting the diversity of shopping missions—from quick top-ups to larger, less frequent purchases.

What Nigerians are buying—and when

The report, based on receipts scanned by opted-in users across 20 states between January and March, provides granular insight into how Nigerians are shopping amid economic pressures.

Bottled water topped the list of most purchased items, followed by staples such as Golden Penny semolina, Indomie noodles, Hollandia yoghurt and Softcare baby wipes—underscoring the dominance of essential goods in consumer baskets.

Shopping patterns also reveal a clear weekly rhythm. Saturdays accounted for 16 percent of total receipts, the highest of any day, followed by Wednesdays at 13 percent.

Time-of-day analysis shows grocery spending intensifies as the day progresses. At midday, groceries and supermarkets accounted for 49 percent of receipts, rising further in the evening as consumers close out daily purchases.

Cashless adoption rises, VAT remains limited

The report also highlights the continued shift toward digital payments. The Shoppoint Cashless Index stood at 68, with 36 percent of transactions settled by card and 32 percent by bank transfer.

However, only 23 percent of receipts included Value Added Tax, reflecting the dominance of food staples—which are largely exempt—across Nigerian retail spending.

Shoppoint’s Consumer Price Index, a receipt-based measure of price movements, stood at 198.5 in March 2026, rising 19.3 percent month-on-month and 2.3 percent year-on-year. Core CPI, which excludes food, was higher at 243.1.

Bokku’s rise reflects discount-driven demand

Bokku’s dominance reflects a broader shift toward discount-led retail. The chain, founded in 2022 by Adewale Adeyemi, has expanded rapidly to over 120 outlets, primarily across Lagos.

Earlier reporting by BusinessDay showed that consumers increasingly favour Bokku for its lower prices, while some smaller retailers also source goods from the chain in bulk for resale.

Common items purchased at Bokku outlets include bread, evaporated milk, semolina, powdered milk and pasta—core staples that anchor household consumption.

Nigeria’s retail market remains resilient

Despite macroeconomic headwinds, the retail sector in Africa’s most populous nation, continues to expand. According to Euromonitor International, the country recorded the fastest retail growth in the continent in 2024, with modern retail sales rising by 30.4 percent to $13.2 billion—outpacing South Africa and Kenya.

The growth builds on a 27.7 percent expansion in 2023, reinforcing Nigeria’s position as one of Africa’s most dynamic consumer markets.

However, the operating environment remains challenging. High inflation, currency depreciation, and structural issues such as unreliable electricity supply continue to erode purchasing power and increase costs for businesses.

Data from the National Bureau of Statistics shows inflation edged up to 15.38 percent in March from 15.06 percent in February, ending an 11-month disinflation trend.