Top Trends 2026: Nigerian Consumers Ranked Most Disloyal In The World As 8 In 10 Will Readily Switch Loyalty In 2026

…As Consumers Say Experience Trumps Price For Them

Nigerian consumers are experiencing an unprecedented erosion of brand loyalty, with projections indicating that 8 in 10 consumers will be willing to switch brands by 2026, according to data unveiled at the at the fifth edition of Top Trends, held at the prestigious Marriott Hotel in Ikeja, Lagos, recently, and  presented by Prof. Uchenna Uzo of the Lagos Business School (LBS).

The findings reveal a dramatic acceleration in brand-switching behaviour that poses challenges for marketers and brand strategists across the country. The Brand Loyalty Survey 2025 shows that while 5 in 10 consumers switched brands in 2025, this figure is projected to rise to 8 in 10 by 2026, with 6.5 in 10 already expressing willingness to make the switch.

Perhaps most striking is the revelation that experience has emerged as the dominant factor in brand loyalty, outweighing price considerations by more than two to one. According to the data, 70% of consumers cite experience-related factors as reasons for returning to a brand, compared to just 30% who prioritize pricing.

Within the experience category, superior quality leads the pack, followed by improved ease of access and poor alternatives in the market. Other significant factors include brand reputation, emotional attachment or habit, and better pricing, though these trail considerably behind the primary experience drivers.

Also, with 95% of consumers indicating that they care about ethics and sustainable business practices in their purchase decisions, brands face mounting pressure to demonstrate social responsibility alongside product excellence.

The top spending priorities for 2025 identified in the research include transport and fuel, food and groceries, household goods, family support and childcare, education, housing and utilities, health and wellness, clothing, and communication services, all areas where brand loyalty is increasingly contested.

But in 2026, brands must prioritize memorable experiences, adapt pricing strategies to shifting consumer preferences, demonstrate ethical business practices, and recognize that in the battle for loyalty, the human touch remains irreplaceable.

Now in its fifth edition, Top Trends continues to provide the data-driven insights that Nigerian marketers need to navigate an increasingly complex and dynamic consumer landscape. This year’s edition themed “Insight-Driven Decisions to Disrupt the Marketing Industry in 2026” brought together industry leaders, marketers, and brand strategists to explore the forces reshaping consumer engagement and brand strategy.

The platform, founded by mediaReach OMD in partnership with Lagos Business School, Pan-Atlantic University, GeoPoll, and the National Institute of Marketing of Nigeria (NIMN), has established itself as Nigeria’s premier marketing thought leadership forum.