Nielsen urges firms to optimise distribution


To further gain more sales in the competitive consumer goods market in the country, global information and measurement organisation, Nielsen Company, has urged manufacturers of commodities to take the issue of optimisation distribution more serious.

According to the firm, the level of sales for corporates is very critical considering the impact it can have on the profit and continuous existence of companies.

The company emphasised that aside from producing goods for target markets, companies must ensure that their distribution strategies are capable of getting products efficiently and successfully into the hands of the consumer.


This, Nielsen disclosed at the Retail and Shopper World forum, which is a management audit forum for manufacturers and retailers.

In its trend synopsis, the company maintained that, “As Nigerian consumers look for greater value and efficiency due to the macro-economic and inflationary pressures, they are trading down on spend. Promotions and pricing are key tactics to attract consumers to stores.”

In its analysis, it said, “The Fast-Moving Consumer Goods categories which have most been affected by increasing food prices and resulted in lower purchases  by consumers, are fruit juices followed by carbonated soft drinks and mineral water; fresh meat/poultry and fish/seafood, and laundry detergent and household products category.”

The Managing Director, UAC Foods Nigeria, who also spoke to The Guardian at the event Chidi Okoro, said the consumer was evolving and fast changing.

Okoro, explained “The consumer is in a complicated time; he’s challenged by a lot of things -income levels are down, inflation has devalued everybody’s world and so choice making at the point of purchase becomes more important.