A recent report has revealed the intricate network of marketing tactics employed by food companies to entice Nigerians—particularly children and young adults—to consume highly processed foods that harm their well-being, weaken public health initiatives, and impose significant costs on Nigeria’s healthcare sector.
The report titled “Junk on Our Plates: Revealing Misleading Promotion of Unhealthy Food Products Across Seven Nigerian States” was presented in Lagos on Wednesday by the African NGO called Corporate Accountability and Public Participation Africa (CAPPA).
As per CAPPA, the document outlines a deliberate and financially motivated attack on public health carried out by the food and beverage sector.
The NGO’s research indicated that companies have deeply embedded ultra-processed, high-sugar, and high-sodium foods into Nigeria’s dietary landscape via intense marketing campaigns, cultural appropriation, celebrity promotions, and misleading labeling. These strategies specifically aim at children, young people, low-income groups, and various cultural identities to boost their market reach and sales.
The report charged the industry with using widespread marketing, prevailing cultural tendencies, strategic pricing, and efficient distribution channels to shape food culture and eating behaviors. This often favors heavily processed, high-calorie, low-nutrient foods because they are more profitable and have longer shelf lives.
The organization noted that this tendency is leading to the steady decline of wholesome, native food items in Nigerian cuisine.
CAPPA recognized Nigeria’s “courageous measures” in addressing the issue, highlighting programs like the implementation of the Sugary Drink Levy of N10 per liter. This tax seeks to curb overconsumption and lower the likelihood of health problems linked to diet.
The report indicated that in 2023, NAFDAC implemented rules concerning trans fats and labeling of pre-packed foods. Then, in March 2025, the government unveiled the National Guidelines for Reducing Sodium—this strategic initiative was designed to tackle the overabundance of sodium in packaged goods, which significantly contributes to hypertension and cardiovascular diseases among Nigerians.
All of these measures are positive,” stated Akinbode Oluwafemi, the Executive Director of CAPPA. Nevertheless, he cautioned that “the food and beverage sector still finds ways around the rules. They employ hidden advertising techniques, focus their efforts on young people, and leverage lax regulation oversight to saturate the market with unhealthful items—strategies similar to those employed for years by the tobacco industry. Additionally, in certain instances, they may bypass lenient border restrictions and disregard established quality benchmarks.
CAPPA warned that extensive marketing of foods rich in saturated fats, salt, and sugars (HFSS) is altering worldwide eating habits and having an adverse impact on public health.
As HFSS foods continue to dominate global markets, CAPPA observed, “Non-communicable diseases (NCDs), including obesity, diabetes, and heart problems associated with overconsumption of these products, have increased. This underscores the necessity for more robust public health measures to counterbalance the sway of the food industry against ensuring people’s wellbeing.”
Oluwafemi sounded the warning: “Such strategies weaken current public health measures,” noting further that companies exploit regulatory loopholes to foster a semblance of choice, all the while depriving individuals of access to truthful data and better alternatives.
The report put forward multiple suggestions, one of which was a demand for stricter marketing rules, especially those targeting young audiences.
Oluwafemi also emphasized, “It is essential to have transparent and easily understandable warning labels on the fronts of packaged food products. There should be restrictions on the levels of salt and sugar allowed. Additionally, we require government-driven initiatives for public education along with unbiased food policy development, devoid of any corporate backing or interference.”
Further suggestions entail enhancing rules governing the promotion of unhealthy food items—especially towards young audiences—and increasing Nigeria’s Sugar-Sweetened Beverage (SSB) tax from N10 to N130 to diminish their affordability. Additionally, instituting nationwide programs aimed at reducing salt consumption could be beneficial.
“Nigeria has the potential to implement significant measures aimed at encouraging better eating practices, alleviating the severe impact of non-communicable diseases, and protecting public health,” Oluwafemi stated.
Reflecting on this view, CAPPA’s Deputy Executive Director, Zikora Ibeh, commented, “Our research indicates that Nigeria’s dietary landscape is shifting negatively. We find ourselves ingesting more unhealthy products such as high levels of salt, sugar, fats, and highly processed foods known for their detrimental effects.”
No one is suggesting that these companies should cease operations. The point being made is that the government must enhance its oversight and regulation of these products, ensuring that consumers can readily spot dangerous components and comprehend the suggested usage levels.
She encouraged Nigeria to allocate resources towards food systems that place citizen health above the profit margins of international companies. She contended that this necessitates substantial government funding for domestic food creation, an increase in eco-friendly agricultural practices, and a change in trade regulations that currently permit harmful imported goods to dominate the market.
Humphrey Ukeaja, an Industry Monitoring Officer at CAPPA, noted that the report underscores “the persistent pattern of misleading information and deliberate disinformation strategies employed by the food and drink sector in Nigeria to advocate for unhealthful eating habits.”
These tactics—which include widespread marketing, leveraging cultural shifts, and carefully planned pricing—increase the intake of high-calorie, low-nutrient food items, thereby exacerbating the surge in non-communicable disorders.
In Nigeria, the incidence of non-communicable diseases has increased dramatically over recent decades, with these ailments contributing to at least 30 percent of annual fatalities. There has never been a more critical time for implementing robust policy measures.
Highlighting the necessity of safeguarding children from business tactics, CAPPA’s Program Officer for the SSB Tax Campaign, Opeyemi Ibitoye, stated: “Implementing limitations on the marketing of these SSB products—especially towards children near educational institutions—will reduce their desire for such beverages and items. Consequently, this move will enhance public health, aligning with the main objective of this campaign.”
The NGO conveyed their appreciation for “the outstanding work done by young activists through the Healthy Food Policy Youth Vanguard (HFPYV) and the CAPPA Digital Media Volunteers (CAPPA DMV). These individuals devoted considerable effort and assets to carry out this offline survey.”
The document similarly recognized the technical assistance and mentorship offered by the Global Health Advocacy Incubator (GHAI) team, playing a key role in shaping the report’s content.
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