Speculation and theories are good, but not good enough for us.
Since early 2025, the internet and social space have been flooded with global news from several studies about how Gen Z is drinking less than previous generations. Naturally, everyone had an opinion about it. Is it true in Nigeria? Are Nigerian Gen Z similar to their western counterparts? And if they’re not drinking, what are they doing instead?
We left those debates to the comment section. Instead, we spoke to over 1,000 Gen Zs across the country and hosted multiple focus groups. Now, we have an informed opinion.
Preview Report
What you stand to get
- Learnings & reflections about Gen Z in Nigeria
- Alcohol drinking motivations
- Alcohol path to purchase
- Consumption patterns
- Consumption choices & behaviour
- Top cocktail calls
- The big question on consumption levels & reasons
- Consumption per lifestage
- Category switching, top choices & reasons
- Drink brands winning with Gen Zs
- Reflections for all
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What we didn’t publish and kept in our vault
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Got something you’re curious about in your category or in the world of your consumer and audience? Or maybe a weird theory you want to test? Shoot us an email, let’s help you make sense of it.
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