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Area of focus
The top 16 cities carry 60% of the potential
Three regions, sixteen cities, 60% of national potential, plus Lagos, on its own, contributing a further 40%. Here’s how we read the Nigerian market.
Regional split
Population share vs. market potential, by region
Potential doesn’t always follow population, it’s why our field-force weighting looks different from a simple population map.
North
Key cities: Abuja, Kano, Kaduna, Jos
Lagos
Key cities: Mainland, Island, Abeokuta
West
Key cities: Benin City, Ibadan, Ilorin, Asaba, Akure, Warri
East
Key cities: Port Harcourt, Enugu, Owerri, Calabar, Onitsha, Aba
Sales contribution
Top 8 cities in Nigeria
Ranked by share of sales contribution across our network.
Zone
Major city
Sales contribution
Lagos 1
Lagos
17%
North 1
Abuja / Kaduna
20%
East 1
Port Harcourt
13%
Lagos 2
Lagos
12%
East 2
Enugu
11%
West 1
Ibadan
10%
West 2
Benin
10%
North 2
Kano
7%
Population density mapping accounts for states currently under emergency rule.
Full partners
Still counting
The manufacturers whose products move through the Dovizia network.
Curious where your product fits?
We’ll walk you through the regions and channels most relevant to your portfolio.