Nigeria’s Jollof Rice Craze: Consumption Soars by 166% in Just 12 Months

• Jollof rice consumption by Nigerians has surged by 166% in the last 12 months.
• A jollof rice dish was delivered every 1.5 minutes in the last twelve months.
• Lunchtime dominates as the prime time for enjoying jollof rice, capturing 60% of total consumption.

Lagos, Nigeria. August 22, 2024 – In celebration of World Jollof Day, Glovo, a pioneering multi-category app, has released compelling data revealing a significant 166% year-on-year increase in jollof rice deliveries. This surge highlights Nigeria’s growing appetite for convenient access to the nation’s beloved dish through Glovo’s app.

A Culinary Revolution: Jollof Rice Reigns Supreme

Jollof rice continues to be the undisputed star of Nigerian cuisine, with a remarkable 171% rise in orders over the past year. This surge is not merely a statistic; it represents a culinary revolution, driven by a 131% increase in customers indulging in this iconic dish. Nigerians have also shown their willingness to invest more in their favorite meal, with spending on jollof rice increasing by 65% compared to the previous period. On average, a jollof rice dish was enjoyed every 1.5 minutes over the last year.

When Nigeria Eats: Peak Moments in Jollof Rice Consumption

The data reveals intriguing insights into the peak moments of jollof rice consumption. 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. 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% of weekly consumption, followed by Thursdays and Wednesdays.

Timing is Everything: Lunchtime Dominates

Lunchtime, specifically between 11 am and 2 pm, proved to be the prime time for jollof rice indulgence, capturing 60% of total consumption. Dinner time has also seen a notable rise, especially between 6 pm and 8 pm, reflecting a growing trend of evening indulgence.

Jollof Rice Goes Global: Nigeria Leads the Charge

Nigeria continues to lead the global jollof rice race, accounting for 86% of worldwide consumption and showing an impressive 166% growth. Outside Nigeria, Ghana, Kenya, Ivory Coast, Poland, and Italy are emerging as notable consumers. The fastest-growing markets include Italy (+73%), Kenya (+56%), and Ivory Coast (+25%).

“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. This milestone reflects our dedication to providing Nigerians with unparalleled variety and convenience, ensuring that our customers can enjoy their favorite jollof rice dishes whenever they crave them,” said Lamide Akinola, General Manager for Glovo Nigeria. “Our platform’s ability to offer all the varieties Nigerians love is a testament to the strong partnerships we’ve built with local restaurants, ensuring we meet our customers’ expectations.”

City Snapshots: Where Jollof Rice Reigns Supreme

Highest Consumption:

• Island-Lagos: 49%
• Ikeja: 16%
• Mainland Lagos: 15%

Highest Growth:

• Abuja: +72%
• Ajah: +56%
• Island-Lagos: +35%

Among jollof rice enthusiasts, one customer placed a record 231 orders over the year, while the most extravagant single order amounted to NGN 329,280, delivered from Glovo Bargains Supermarket in Lagos.

Top Culinary Partners: Where Nigerians Get Their Jollof Fix

The most popular culinary partners for jollof rice on Glovo were The Place (multiple locations), Sweet Sensation (multiple locations), and Molabat Kitchen (Island-Lagos and Mainland-Lagos). Outside the big chains, the top five partners were:

• November Cubes (Abuja and Gwarinpa)
• The Ema Restaurant (Island-Lagos)
• Meebelle Kitchen (Island-Lagos)
• Opvine (Mainland-Lagos)
• Chopnownow (Island-Lagos)

The Jollof Rice Palette: Top Dishes and Ingredients

The most delivered jollof rice dishes over the past year include:

• Jollof rice
• Jollof rice and curry chicken
• Jollof rice and chicken in stew
• Jollof rice and BBQ chicken
• Jollof rice and peppered chicken

Chicken is the top protein paired with jollof rice, accounting for over 44% of total deliveries and experiencing a 177% year-on-year growth. Beef (+116%), Turkey (+149%), and Shrimp (+11,473%) followed closely behind. The top jollof rice spices and sauces included:

• Curry: +198%
• BBQ: +121%
• Peppered: +158%

A Celebration of Nigeria’s Culinary Heritage Jollof rice is more than just a meal; it’s a symbol of celebration, family, and cultural pride in Nigeria. Glovo is proud to be at the heart of this culinary tradition, helping to make it more accessible and enjoyable for everyone. Discover the best jollof rice dishes on Glovo today and indulge in Nigeria’s culinary delights at the tap of a button. As Nigeria continues to indulge in its favorite flavors, the future of food experiences through Glovo looks even more exciting