Rising prices are placing pressure on everyday spending, and BusinessDay GenZ March 2026 poll shows that Gen Z consumers in Nigeria are changing how they buy basic goods and services.
From food and transport to household items, respondents report frequent price increases and say these shifts are influencing their choices, pushing many to reduce spending, switch to cheaper options or track their money more closely.
The findings show that concern about price increases is widespread. A majority of respondents, 57.6 percent, said they feel “frustrated” about the cost of everyday items, while 24.2 percent said they are “shocked”. Only 18.2 percent said they have “adjusted”, and none said they are “not bothered”.
Price changes are also being noticed more often. About 81.8 percent of respondents said they see “big price jumps almost every time” they shop, while 18.2 percent said this happens “sometimes”. No respondent selected “rarely” or “never”.
These changes are affecting behaviour at the point of purchase. When faced with higher prices, 75.8 percent said they “switch to a cheaper alternative”. A smaller group, 15.2 percent, said they “still buy but complain”, while 9.1 percent said they “stop buying the item”.
Spending pressure is most visible in basic needs. Household essentials ranked highest, with 39.4 percent of respondents identifying it as the area that has “hit them the most”. Transport followed at 30.3 percent, while groceries and snacks, and eating out, each accounted for 15.2 percent.
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Many respondents said they are now managing money more closely. More than half, 57.6 percent, said they have “cut down on certain items”. Another 24.2 percent said they “carefully track every naira”, while 15.2 percent reported “small adjustments”. Only 3 percent said they “shop the same as before”.
Open-ended responses point to fuel and food as the main sources of concern. Several respondents highlighted petrol, with one noting “fuel price just jumped from N830 per litre to over N1,300 per litre”. Another said, “I travelled for three weeks and returned to find petrol at N1,230 per litre.”
Food items were also frequently mentioned. One respondent said, “fufu went from N50 to N200 per wrap,” while another said “beans have gone through the roof”, adding that it had been a “good substitute for protein” but is now “out of reach”. Others pointed to bread, eggs, sachet water and vegetables.
Retail experience also reflects the shift. One respondent described buying stock for a family shop, saying, “every two weeks we go with times two of the amount we used before, especially for cosmetics and skincare products.” Another said, “N50,000 only got me items that filled two small shopping bags.”
Higher prices are also changing what people choose to buy. Some respondents said they have stopped buying imported items such as cereals, biscuits and drinks. Others said they have reduced spending on snacks, soda, chocolate and eating out. One respondent said, “I now use public transport in most cases” due to fuel costs.
There are also signs of product substitution. One respondent said, “I changed from Shea Cocoabutter to Cusson’s baby lotion,” while others reported cutting out items such as sardines, peak milk, yoghurt and toiletries.
For some, the changes extend to business decisions. A respondent said, “we stopped selling cosmetics and skincare products because demand in our area is low but the cost of buying them is high.”
Overall, the poll suggests that rising prices are not only increasing pressure on daily spending but are also reshaping habits. Gen Z consumers are making trade-offs, reducing non-essential purchases and adjusting to a market where prices change often.
Read previous poll result here.
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