How Nigerian brands are introducing economy packs to lessen hardship

By Oluwaseyi Lawal

In a classic Bottom of the Pyramid (BOP) fashion, amid cost of production challenges that Nigerian brands are facing, a number of Fast-Moving Consumer Goods (FMCGs) companies are rising to the occasion by putting affordability front and centre. They achieve this feat by releasing economy pack sizes of their premium brands in response to consumer demands and financial duress.

The popular dairy brand, Peak Milk, from the stable of FrieslandCampina WAMCO, in response to the financial difficulties Nigerians are facing, recently launched a budget-friendly size of its dairy brand, the new Peak “Mini” Evap pack. This decision is a calculated reaction to the financial realities that many households are facing, as well as evidence of their dedication to client satisfaction.
Similarly, another diary brand from the same stable, Three Crowns Milk, is also getting a taste of this shift. Three Crowns milk has introduced pocket-friendly mini-packs called ‘Three Crowns milk Smaller pack’, a compact 69g pack of tasty and nourishing evaporated milk, in a triangular carton pack. The term “smallie”, describes the benefits of the product which are; convenient, single-use, affordable and no storage required. Now, dairy enthusiasts can savor their favorite milk without burning a hole in their pockets.
In the rice sector, Big Bull Gold Rice, has rolled out N200 pocket-friendly and affordable pack of the Big Bull Gold Rice. While guaranteeing that consumers may continue to enjoy basic foods, it lessens the financial burden on households. The N200 Big Bull Gold Rice helps to satisfy customers’ practical demands while also recognising that affordable solutions are necessary during hard times.
Another brand that has taken this step is the MCvities Butter Shortbread. Mcvities recently commenced production of the 40g Butter Shortbread biscuits. This new pack is wallet-friendly to the economic climate. Consumers can enjoy their MCvities Butter Shortbread biscuits without breaking the bank.
In essence, as economic pressures persist, Nigerian brands are showcasing resilience and empathy. Through the introduction of these economy pack sizes, they are not just adapting to the times but also ensuring that quality products remain accessible to the masses. It’s a heartening response to adversity, reflecting the spirit of community and shared responsibility in the face of economic challenges.


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