Nigerian consumers shun bread and pastries as prices soar

A significant shift in consumer behavior has been observed in the Bwari Area Council of the Federal Capital Territory (FCT), as individuals have started avoiding bread and pastries due to the persistent increase in prices.

The rising cost of these essential food items has forced consumers to explore alternative breakfast options.

In an interview, consumers expressed their concerns about the unaffordability of bread and pastries.

Mrs. Ada Christopher, a mother of four, highlighted the challenges she faces in providing breakfast for her family. “My children love to eat bread with tea for breakfast, but I can no longer afford it. A big loaf of bread now costs between N1,700 and N2,000, while a medium-sized loaf costs between N1,200 and N1,500.”

Christopher explained that she had to reduce her bread purchases from two loaves per day to three loaves per week when the price reached N1,000 per loaf.

However, with the latest price increase, she has been forced to seek alternative breakfast options for her family. “I have to look for something else as an alternative for breakfast,” she said.

Another consumer, Mrs. Patricia Amos, echoed similar sentiments. “I have tagged bread, cakes, and other pastries as luxuries because they cost too much to afford.” Amos, who has a large family, emphasized that buying bread daily would be a significant financial burden. “I would rather look for alternative foods to serve as breakfast for my family,” she added.

The consumers attributed the price increase to the rising cost of flour and other baking essentials in the market.

Mr. Shadrach Ayani, a baker, confirmed this, stating that the hike in price was not deliberate but rather a result of the economic inflation and constraints in obtaining ingredients at a favorable price.

Ayani explained that most baking ingredients are imported and affected by the global wheat price increase, transportation, and logistics challenges within Nigeria. “The rise in exchange rate is further straining both small and larger bakeries, and no consumer wants to buy and eat bread that is not rich or nutritious,” he said.

Despite the challenges, Ayani’s bakery has reduced the quantity of bread produced weekly due to a drop in patronage.

However, he emphasized that the bakery would continue to produce bread for retail partners and a few loyal consumers.

The situation has raised concerns about the affordability of essential food items in Nigeria, with consumers urging the government to address the issue.

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