The 2025 Route to Market (RTM) West Africa Summit, which wrapped up on June 20 in Lagos, brought together over 1,000 stakeholders from the fast-moving consumer goods (FMCG) and technology sectors.

Held over two days at the Lagos Marriott Hotel, the summit delved into consumer-centric strategies and market resilience amid evolving economic and operational challenges across the region.

Participants, including senior executives, distributors, retailers, and supply chain experts, engaged in robust discussions.

Key topics included improving market access, leveraging technology, and responding to the significant shifts in consumer behavior observed across West Africa.

The event featured insights from industry leaders like Narendra Nagarkar, CEO of Bhojsons Plc, who emphasized using data and technology to build stronger distribution networks.

Oghale Elueni, Managing Director of PZ Cussons Nigeria, addressed strengthening resilience in today’s dynamic markets.

Six panel discussions and a fireside chat explored various facets of the consumer landscape, from economic pressures and marketing strategies to data-driven decision-making and sales execution.

Panelists from prominent companies such as Unilever, Coca-Cola, Diageo, BAT, Lafarge Africa, Moniepoint, and Danone offered diverse perspectives on how businesses are adapting to regional market shifts.

A recurring theme was the growing importance of understanding consumer behavior and tailoring strategies to meet changing expectations in a highly competitive environment.

Discussions also highlighted technology’s crucial role in boosting supply chain efficiency and expanding market reach, especially for consumer goods in underserved areas.

The summit, supported by various industry players, is set to continue as a vital forum for sharing practical approaches to navigating West Africa’s complex retail and distribution landscape