Jollof rice consumption surges by 166% in Nigeria – Report

Glovo, a pioneering multi-category app, has recorded a 166 per cent year-on-year increase in jollof rice delivery, with a jollof rice dish delivered every 1.5 minutes in the last 12 months.

Mrs Lamide Akinola, the General Manager (GM) of Glovo Nigeria, who disclosed this in a report on Thursday in commemoration of the World Jollof Day celebrated on August 22, said the surge reflected Nigeria’s growing appetite for convenient access to the nation’s beloved dish through the Glovo app.

She said that lunchtime dominated as the prime time for enjoying jollof rice, capturing 60 per cent of total consumption, adding that Nigerians had also shown their willingness to invest more in their favourite meal, with spending on jollof rice increasing by 65 per cent compared to 2023.

She explained that, “July 26, 2024, was the day with the highest volume of jollof rice orders, with an astounding 57 orders delivered per minute, or nearly one every second.

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“Other notable dates include July 18, 2024, and December 20, 2023, which ranked second and third respectively.

“March, 2024, emerged as the month with the highest number of jollof rice deliveries, followed closely by December, 2023, and February, 2024 – the month of love.

“Fridays have solidified their place as the ultimate jollof rice feast day, accounting for 15.5 per cent of weekly consumption, followed by Thursdays and Wednesdays.”

Mrs Akinola said that Nigeria continued to lead the global jollof rice race, accounting for 86 per cent of worldwide consumption.

She said that outside Nigeria; Ghana, Kenya, Ivory Coast, Poland and Italy were emerging as notable consumers, with the fastest-growing markets including Italy (+73 per cent), Kenya (+56 per cent), and Ivory Coast (+25 per cent).

She further said, “The growth we’ve recorded in jollof rice orders over the past 12 months underscores Glovo’s commitment to bringing Nigeria’s beloved dishes to the forefront. (NAN)