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The scale of nonconsumption in Nigeria’s economy is vast and widespread as millions of people struggle to access and consume the products or services required to help them make progress in their daily lives. However, within this crisis lies fertile ground for market-creating innovations to take root and drive inclusive prosperity. By unlocking demand in the nonconsumption economy, market-creating innovations generate entirely new markets, stimulate employment, and catalyse economic growth. 

The third edition of our MCI Opportunities in Nigeria blog series examines the poultry sector, where solving the challenge of nonconsumption could unlock millions of jobs, boost food security, and transform livelihoods.

The struggle: Nigerians lack access to high-quality and affordable chicken

Nigeria has the second-largest chicken population in Africa yet consumption per capita is just 2 kg – drastically lower than the global average of 17 kg, and far behind countries like South Africa (40 kg) and the US (nearly 60 kg). This low consumption is not due to a lack of demand, but rather a combination of economic and structural challenges. Inflation has driven up the cost of key production inputs such as feed, chicks, and vaccines, making locally produced chicken more expensive. As a result, Nigerians spend 0.67% of their GDP per capita to consume just 1 kg of chicken – approximately 52 times more than what consumers in the US spend.

Why increasing access to chicken matters

Improving access to chicken in Nigeria is not just a matter of food choice – it’s a critical step toward addressing widespread malnutrition and unlocking economic opportunity. According to a recent survey, 45% of Nigerians – equivalent to 92.7 million people – do not consume protein on a daily basis. This shortfall has severe consequences, especially for children, with 37% of those under 5 years old suffering from stunted growth linked to inadequate protein intake. Increasing access to chicken, a high-quality and affordable source of protein, can play a key role in reversing these trends and benefitting the 25 million Nigerians that are at high risk of food insecurity.

Moreover, increasing chicken consumption fuels demand for poultry farming, an industry where women play a dominant role with over half of agribusiness programme applicants in the country choosing poultry as their focus. Unfortunately, many face barriers to growth due to limited flock sizes and poor market access. Expanding this sector can create sustainable income streams, helping families afford healthcare, education, and other essential needs – making poultry a powerful lever for both nutritional and economic transformation.

The opportunity: $10.6 billion market and 1.2 million jobs

Developing Nigeria’s poultry sector presents a sizable opportunity to drive inclusive economic growth. In the US, the poultry industry supports over 2 million jobs, contributes $54 billion in government revenue, and generates $663.6 billion in economic activity – demonstrating the sector’s capacity to boost national prosperity. Nigeria can tap into similar potential. Increasing chicken consumption from 2 kg to 10 kg per capita would unlock a $10.6 billion market and create 1.2 million jobs across the value chain – including feed production, hatcheries, farm labour, transport, processing, cold storage, retail, and food services. With the industry projected to grow by 4.1% annually and a quick farmer breakeven period of just three months, the sector offers a scalable path to improving livelihoods, creating jobs, and advancing economic development.

Poultry-led transformation: Lessons from Brazil 

Brazil is illustrative of how strategic investments in the poultry sector can drive inclusive growth and economic prosperity for many. Over the past few decades, the country increased its per capita chicken consumption from 14 kg to 43 kg, becoming the world’s fourth-largest consumer of poultry meat and the leading exporter, accounting for 36% of global chicken trade. A major driver of this success has been the integration of smallholder farmers into the value chain: today 75% of Brazilian chickens are raised by small-scale producers under contract with large processing companies that supply chicks, feed, and veterinary care. In addition, Brazil improved operational efficiency by reducing the feed conversion ratio (FCR, a measurement of how efficiently an animal converts feed into weight gain) from 2.15 to 1.7, which significantly lowered production costs and boosted profitability. The poultry sector now includes over 180,000 contract farmers and supports approximately 3.5 million jobs – around 5% of Brazil’s labour force.

What market-creating innovation in Nigeria looks like

Pullus Africa is one market-creating enterprise leading the way in transforming Nigeria’s poultry sector. The company has engaged over 20,000 poultry farmers (72.8% women) providing support such as offering extension services/education to improve farming practices, facilitating access to insurance products, linking farmers to premium markets, and ensuring traceability in the supply chain to enhance product quality and trust. These efforts have benefitted its network of poultry farmers by boosting productivity, reducing flock mortality rates and increasing incomes – improving their quality of life while also helping build a more robust poultry value chain.

From poultry to prosperity

Nigeria’s poultry sector holds untapped potential to drive widespread nutritional, social, and economic transformation. By making chicken more affordable and accessible, the country can address critical public health challenges like malnutrition, while simultaneously creating millions of jobs – particularly for women and youth. For Nigeria, the path forward is clear. With the right investments, policy support, and inclusive business models, poultry can become a powerful engine of health, equity, and economic growth.

Oyihoma Saleh is of the Global Prosperity group at the Clayton Christensen Institute for Disruptive Innovation. This article is part 3 of 7 in the MCI Opportunities in Nigeria Series.