Nigeria's Soaring Living Costs Squeeze Pet Owners, Reshaping a Growing Industry

 LAGOS, Nigeria – Nigeria's escalating cost of living crisis, marked by a surge of over 100% in staple food prices since 2023, is now profoundly impacting a surprising demographic: the nation's burgeoning class of pet owners. What was once a burgeoning luxury in urban centers has become an increasingly untenable expense, forcing adjustments across the pet care sector.

The crisis, rooted in the government's May 2023 removal of a fuel subsidy and devaluation of the naira, has propelled inflation into double-digit figures. While easing slightly to 23.71% in April, inflation peaked at 34.80% last December – a three-decade high. This economic strain affects the majority of Nigerians, with World Bank data indicating that 31% of the population lives below the international extreme poverty line of $2.15 per day.

Pet ownership, particularly of dogs, is a relatively recent phenomenon in Nigeria, contrasting with traditional practices of rearing livestock for sustenance. Over the past two decades, urban households increasingly adopted dogs for security – a pressing concern in a country grappling with violent crime – and for companionship. Although precise data is scarce, a 2023 TGM Statbox survey suggested that approximately 42% of Nigerians owned pets. However, the current economic climate is rapidly redefining this trend.

For many, like Peter Anthony, a student in Ibadan, feeding a pet has become a significant financial burden. His German Shepherd, Flora, now receives smaller daily rations of noodles mixed with fish or eggs, a stark departure from previous norms. While Anthony’s family manages to maintain Flora's health and cover veterinary bills, many are less fortunate.

The economic pressure extends to the pet industry itself. Sarah Mokelu, an importer of dogs from Russia, has drastically scaled back her operations. Her trips to Russia, previously twice a month bringing 15-20 dogs, have reduced to quarterly visits, with her last trip in May yielding only six dogs. The cost of a 15-kg bag of dog food, which has risen from 40,000 naira to 70,000 naira ($25.70) in six months, now equates to the country's minimum monthly wage, underscoring the severity of the affordability challenge.

Akindele Olunloyo, CEO of Pet Lovers Nigeria, an online platform for pet transactions, has pivoted his business model. Facing spiraling costs for animals, food, transport, and fees, he now primarily imports for high-net-worth clients who place specific orders and manage their own pet food procurement. The platform reflects a broader trend, with 90% of transactions occurring in the 20,000-100,000 naira range, significantly below the 300,000-500,000 naira price point for imported breeds.

This shift in consumer purchasing power has inadvertently bolstered the local pet food industry. Breeders are increasingly turning to cheaper, domestically produced alternatives, such as mixtures of rice or noodles with fish eggs. Theresa Iwhewhe, owner of a pet hospital and local pet food company in Ibadan, notes that the unaffordability of foreign kibbles has driven consumers towards local options.

While data on locally produced pet foods remains limited, research firm ReportLinker forecasts a decline in Nigeria's pet food imports to 769,000 kg by 2028, down from approximately 1.3 million kg in 2023. This projection highlights a profound societal and economic recalibration as Nigeria's cost of living crisis forces widespread adaptations, even among its more affluent citizens and their cherished animal companions.