NIGERIANS are undergoing a shift in dining habits, as highlighted by the Orda Pulse 2023: Food Trend Tracker report from Orda Africa, a Nigerian food tech startup. The survey unveils intriguing insights into restaurant spending, preferred proteins, and evolving culinary trends in Lagos, Nigeria.
According to the report, Nigerians now spend an average of N4,703 (5.86) per meal at restaurants, showcasing a marginal uptick from N4,640 in 2022. Despite a weakening currency and rising inflation, the cost of a meal for restaurants using Orda’s services experienced only a minimal increase of 1.36 percent from October 2022 to October 2023.
Beef has emerged as the preferred protein over turkey and goat meat, adding a flavourful twist to restaurant menus. Notably, Jollof rice leads the pack as the most-ordered menu item, with 5.3 million orders, closely followed by beef at 4.47 million orders and plantain at 3.6 million. Turkey records 1.88 million orders, while goat meat follows with 1.48 million orders.
The survey delves into ordering habits, revealing that Nigerians tend to order food from restaurants starting at noon, reaching a peak at 7 PM. Delivery orders, while in the minority, show an increase during lunch hours (around 1:00 PM) and in the evening, indicating key times for delivery services.
In the realm of payments, digital transactions, including transfers, USSD, and cards, are the preferred method, constituting 65 percent of transactions, while cash transactions make up the remaining 35 percent.
Dine-in and takeaway experiences dominate, contributing to over 90 percent of restaurant sales. This preference underscores Nigerians’ inclination to enjoy their meals within the restaurant setting.
These culinary trends shed light on reports indicating that Nigerians spend approximately 60 percent of their income on food, driven by inflationary pressures and meagre wages.
In the broader economic context, food remains a significant driver of inflation, with a year-on-year food inflation rise of 1.52 percent. This represents a 7.80 percent point increase from October 2022. Rice, in particular, continues to be a staple part of the menu, with Nigeria projected to import 2.1 million metric tons of rice in 2024, potentially becoming the top global rice buyer.
The global rice trade is expected to reach about 52.85 million tons by 2024, with Nigeria playing a crucial role in the market. As culinary preferences evolve, these trends offer valuable insights into the intersection of economic challenges, changing consumer behaviours, and the vibrant culinary landscape in Nigeria.
