By 
By Osasome C.O
Study Says Nigeria Continues to Export Jobs, Wealth and Opportunities Instead of Building Competitive Global Industries
Nigeria’s long-standing “Made in Nigeria” campaign cannot deliver sustainable economic prosperity unless the country fundamentally transforms its production model from exporting raw commodities to creating globally competitive value-added products, according to a new report released by Rome Business School Nigeria (RBSN).
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The report argues that despite Nigeria’s abundant natural resources, large domestic market and entrepreneurial population, the country continues to lose billions of dollars in economic value by exporting raw materials while allowing other countries to capture the profits from processing, branding and global marketing.
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Titled “Rethinking ‘Made in Nigeria’: Value Chains, Global Positioning and Economic Identity Transformation,” the study challenges decades of economic policy focused primarily on encouraging Nigerians to patronise locally made products, insisting that the future lies in repositioning Nigeria as a globally respected manufacturing and export brand.
‘Made in Nigeria’ Requires More Than Patriotism
According to the report, Nigeria’s industrial challenge is not a shortage of policies or entrepreneurial talent but a fragmented economic system that rewards the export of unprocessed commodities while neglecting value addition, innovation and international competitiveness.
Rather than relying solely on patriotic campaigns encouraging citizens to buy Nigerian products, the report recommends building globally recognised brands capable of competing successfully in international markets on quality, innovation and trust.
The study notes that economic prosperity is created where products are processed, branded and marketed—not where raw materials are merely extracted.
Nigeria Losing Billions Through Raw Material Exports
One of the report’s strongest examples is Nigeria’s position in the global shea industry.
Although Nigeria supplies approximately 40 percent of the world’s raw shea nuts, it earns only about one percent of the estimated $6.5 billion global shea products market.
According to the report, most of the industry’s profits are captured outside Nigeria, where raw shea nuts are processed into cosmetics and premium beauty products marketed under international brands.
The same trend is evident across several sectors, including cocoa, leather, spices and numerous agricultural commodities, where Nigeria exports raw materials while foreign economies retain the higher-value activities of processing, packaging and branding.
Oil Wealth Generates Limited Domestic Value
The report also highlights the country’s petroleum industry as another illustration of weak domestic value retention.
Despite being one of the world’s largest crude oil producers, Nigeria reportedly retains only about 15 percent of the total value generated within the oil sector.
By comparison, countries such as Brazil retain more than 40 percent, enabling them to create stronger manufacturing industries, higher employment and greater economic resilience.
Weak Infrastructure Continues to Undermine Competitiveness
Rome Business School Nigeria identifies poor infrastructure as one of the biggest barriers preventing Nigerian businesses from competing globally.
Manufacturers continue to shoulder high operating costs by generating their own electricity, maintaining alternative logistics systems and absorbing transportation expenses caused by inadequate road infrastructure before production even begins.
The report estimates that more than 40 percent of Nigeria’s fresh agricultural produce is lost after harvest due to poor transportation networks, insufficient storage facilities and weak cold-chain logistics.
These inefficiencies reportedly reduce smallholder farmers’ incomes by over 30 percent, despite months of agricultural investment and labour.
MSMEs Dominate the Economy But Contribute Little to Exports
The report paints a mixed picture of Nigeria’s Micro, Small and Medium Enterprises (MSMEs).
Although MSMEs account for:
- 96.9 percent of businesses,
- 87.9 percent of national employment, and
- 46.32 percent of Nigeria’s Gross Domestic Product (GDP),
they contribute only 6.21 percent of total exports.
According to the report, this demonstrates that many Nigerian businesses remain focused on survival rather than scaling into internationally competitive enterprises.
Oil Still Dominates Nigeria’s Export Economy
The report notes that Nigeria’s dependence on crude oil remains significant.
According to its findings, crude oil accounted for:
- 74.98 percent of total exports in the second quarter of 2024, and
- 65.44 percent in the third quarter.
Meanwhile, manufacturing contributes only about nine percent of GDP, with factories operating at roughly 57 percent of installed production capacity.
The report argues that this imbalance continues to limit industrial development and job creation.
Experts Call for Global Repositioning of the ‘Made in Nigeria’ Brand
Commenting on the report, Prof. Antonio Ragusa, Founding President and Dean of Rome Business School Nigeria, said the country possesses the resources needed to emerge as a manufacturing powerhouse but must deliberately invest in value addition.
According to him, Nigeria should move beyond exporting raw commodities by focusing on innovation, processing, branding and globally competitive manufacturing.
He stressed that “Made in Nigeria” should evolve from a patriotic slogan into an internationally recognised symbol of quality, trust, innovation and competitiveness.
Also speaking, Sam Igwe, Head of Academics at Rome Business School Nigeria, said the report demonstrates that Nigeria has the potential to reposition itself as a respected national brand capable of significantly improving the international appeal of Nigerian products, much like the global success of Afrobeats.
He advocated stronger institutions, modern industrial infrastructure, efficient supply chains and deliberate national branding initiatives capable of supporting globally competitive exports.
Investment Needed in Quality, Standards and Consumer Trust
For Olakunle Asummo, General Manager of Rome Business School Nigeria, the report should serve as an important policy signal for government, investors and manufacturers.
He said Nigeria’s entrepreneurial strength can only translate into sustainable economic growth through improved infrastructure, internationally recognised quality certification, modern packaging, better financing and compliance with global production standards.
The report also argues that rebuilding consumer confidence in Nigerian products requires consistent product quality, stronger warranties, improved packaging and better consumer protection.
It notes that many consumers choose imported goods not out of preference for foreign brands but because they perceive them as more reliable and consistent.
Five Strategic Pillars for a Competitive ‘Made in Nigeria’ Economy
The report concludes that Nigeria’s greatest challenge is not production capacity but the disconnect between production, processing, branding, logistics and international marketing.
To reposition Nigeria as a globally competitive manufacturing economy, it recommends five strategic priorities:
- International product certification
- World-class product design
- Premium packaging standards
- Authentic national brand storytelling
- Strong consumer protection and quality assurance
According to the report, implementing these measures would significantly improve Nigeria’s export competitiveness, stimulate industrialisation, create quality jobs, reduce poverty and accelerate sustainable economic growth.
