Southeast Nigeria Leads National Growth at 8.0% as B2B Market Sentiment Shifts
In a landmark shift for the 2026 fiscal year, Nigeria’s Southeast region has emerged as the nation’s primary economic engine, leading with a projected growth rate of 8.0%.
This regional surge was the highlight of a recent industry forum where Professor Uchenna Uzo of the Lagos Business School (LBS) presented the “Price Sensitivity Survey 2025.” The data reveals that while the Southeast is outpacing the rest of the country, the nature of Nigerian commerce is becoming increasingly "hyper-rational" and calculated.
The B2B vs. B2C Consciousness Gap
The most striking revelation from the LBS research is the widening "consciousness gap" between different buyer types. According to the report, B2B (Business-to-Business) buyers are now twice as price-conscious as individual consumers.
| Buyer Category | Price Sensitivity Rate (%) | Primary Driver |
|---|---|---|
| B2B (Corporate) | 46% | Measurable ROI & Sustainability |
| B2C (Individual) | 21% | Brand Loyalty & Social Mobility |
Regional Market Sentiment: A Complex Mosaic
While the Southeast leads in overall growth, the survey highlights distinct psychological frameworks for purchasing across Nigeria's geopolitical zones:
Southeast: Leads in price sensitivity but remains highly aspirational. Buyers here are willing to pay a premium for brands that signal quality and social mobility.
Southwest: Exhibits the highest negotiation rates and the strongest skepticism toward cheap substitutes.
North Central: Places a higher premium on location trust and established vendor relationships rather than raw pricing.
The Rise of "Plan Now, Buy Later"
Driven by inflationary pressures and currency volatility, Nigerian businesses are adopting a new procurement model dubbed "Plan Now, Buy Later." Unlike traditional credit systems, this model allows corporate buyers to lock in current prices for future needs. Professor Uzo noted that this shift is a direct response to tax policy reforms and the need for businesses to overhaul their pricing strategies to ensure long-term sustainability.
The Income Paradox
Interestingly, the report unveiled an "income paradox" where the upper-income segment emerged as more price-sensitive (7.3%) than low-income buyers. High-net-worth Nigerians are becoming increasingly sophisticated, demanding transparency in everything from ethical sourcing to ingredient quality.
