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Nigeria Takes the Crown as the World’s Fastest-Growing Pizza Consumer

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CEM REPORT, AGROFOOD | Forget jollof rice and pounded yam, there’s a new contender for Nigeria’s national dish – pizza! Believe it or not, pizza consumption in the Nigeria skyrocketed by a staggering 1,222% in 2023, according to leading online delivery platform Glovo.

This phenomenal growth catapults Nigeria to the undisputed title of the fastest-growing pizza consumer in the world. This exponential growth far surpasses other nations, leaving Tunisia and Armenia trailing behind in second and third place, respectively.

“The data doesn’t lie,” says Lamide Akinola, General Manager of Glovo Nigeria. “Nigerians have developed a serious hankering for pizza, and we’re witnessing a truly remarkable surge in demand.”

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But what’s driving this unexpected culinary shift? Here are some key slices of the story:

Chicken Pizza Rules

While classic pepperoni might reign supreme globally, Nigerians have a distinct preference for chicken-based pizzas, accounting for a whopping 44% of all deliveries in 2023. This preference aligns with the nation’s love for poultry, a staple protein in many traditional dishes. However, there’s also a growing appetite for bolder flavors, with beef and sausage pizzas experiencing a mind-blowing surge of 14,471% and 4,141% respectively. Looks like Nigerians are ready to spice things up!

Large Pizzas are the Norm

Forget dainty slices – Nigerians go big or go home when it comes to pizza. Large pizzas dominate the scene, accounting for 45% of all orders, followed by regular/medium and small sizes. This preference reflects the communal nature of Nigerian dining, where meals are often shared amongst families and friends.

Lagos Leads the Pizza Parade

The vibrant city of Lagos emerges as the undisputed pizza capital of Nigeria, claiming a 57% share of all pizza orders. But Abuja isn’t far behind, holding the record for the most expensive pizza order ever placed in the country – a whopping ₦136,240! Whether it’s a casual gathering or a lavish celebration, Nigerians across the nation are embracing pizza with open arms.

Supporting Local Businesses: A Win-Win Situation

The pizza boom isn’t just good news for hungry Nigerians; it’s also a boom for local businesses. “The surge in pizza consumption is directly linked to the 195% increase in pizza partners on our platform in 2023,” explains Akinola. “This demonstrates our commitment to supporting small and medium-sized enterprises (SMEs) and fostering a thriving food delivery ecosystem.”

[READ ALSO] Food Prices rise Persistently, Consumers Groan under Hardship

Beyond the Numbers, A Cultural Shift

The rise of pizza in Nigeria is more than just a culinary trend; it reflects a broader cultural shift. As the country’s economy grows and disposable income increases, Nigerians are becoming more open to exploring new cuisines and flavors. Pizza, with its convenience, affordability, and endless customization options, fits perfectly into this evolving lifestyle.

The Future of Pizza in Nigeria

With such a remarkable surge in pizza consumption, the future looks bright for the Nigerian pizza industry. The increasing variety of options, growing support for local businesses, and sustained consumer demand point towards continued growth. This trend is likely to attract further investment and innovation in the sector, making Nigerian pizza even more diverse, delicious, and accessible for everyone.

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