Industry leaders in Nigeria's fast-moving consumer goods (FMCG) sector have called for the increased adoption of data analytics, technology, and artificial intelligence to strengthen supply chain operations, improve customer experiences, and enhance the competitiveness of businesses across West Africa.
The call was made during the Route to Market West Africa Summit held in Lagos on Friday, where executives, supply chain experts, and business leaders gathered to discuss how integrated supply chain systems can help companies achieve sustainable growth and expand their regional influence.
The summit, themed “The sovereignty of scale and how mastering integrated supply chain helps companies create regional dominance,” served as a platform for stakeholders to examine emerging trends, operational challenges, and innovative solutions shaping the future of supply chain management in African markets.
Participants emphasized that as consumer demand evolves and business environments become increasingly complex, companies must embrace digital transformation and data-driven decision-making to remain competitive and resilient.
Speaking at the event, Managing Director of Excite Panacea and Convener of the summit, Mr. Godson Nkeokelonye, said the initiative was established to create a collaborative platform where stakeholders across the FMCG value chain can address industry-specific challenges and identify growth opportunities.
According to him, supply chain management remains a critical factor in determining the success of businesses operating across Africa's diverse and rapidly changing markets.
“The Route to Market West Africa Summit is a strategic platform designed to bring together and align key stakeholders across the FMCG ecosystem. It provides an opportunity for industry leaders to address the unique realities of African markets, explore innovative approaches to route-to-market execution and navigate the complexities and evolving dynamics of the continent’s supply chains,” Nkeokelonye said.
He noted that one of the most significant obstacles confronting businesses is market fragmentation, which often creates inefficiencies in distribution, logistics, and customer reach.
According to him, the rapidly changing nature of consumer behaviour and market conditions requires organisations to become more agile and responsive.
“Businesses have to be continuously adaptable and responsive to these dynamics and the rapid changes shaping the marketplace,” he added.
Data and AI Emerging as Competitive Advantages
A major focus of discussions at the summit was the growing role of data and artificial intelligence in improving operational performance and strengthening supply chain networks.
General Manager of Excite Panacea, Mrs. Eniola Alli-Ayodele, stressed that while many organisations now collect large volumes of data, the real challenge lies in transforming that information into actionable insights that can drive business value.
She argued that companies must move beyond data collection and begin leveraging advanced technologies, including artificial intelligence, to improve decision-making and operational outcomes.
“Organisations must leverage data to generate meaningful insights. Taking it a step further, the question becomes: how are you applying artificial intelligence to the data you have in ways that enable you to serve customers better, optimise operations more effectively and ultimately achieve supply chain excellence?” Alli-Ayodele said.
Industry experts at the event noted that AI-powered analytics can help businesses forecast demand more accurately, optimize inventory levels, reduce waste, improve route planning, and respond more effectively to market disruptions.
 |
| L-R: Managing Director, Danone West Africa, Lionel Parent; Managing Director, Castel Africa, Mario Russo; MD/CEO Excite Panacea, Godson Nkeokelonye; Vice Chairman, TGI Group, Farouk Gumel; MD/CEO, PZ Cussons Africa, Oghale Elueni at the Route-to-Market West Africa Summit 2026 held in Lagos recently. Photo: Arinze Nwafor |
Also speaking at the summit, Chief Executive Officer and Director of Bhojsons Plc, Mr. Narendra Nagarkar, described supply chain management as far more than a logistics function, stressing that it encompasses the entire journey from procurement to customer satisfaction.
According to him, businesses that fail to strengthen their value chains risk losing market relevance in an increasingly competitive environment.
“Supply chain is not just managing facts; it is the entire value chain which takes you through procurement to reach the consumer and keep the consumer happy,” Nagarkar said.
He highlighted data integration and analytics as one of the most transformative developments currently reshaping supply chain management globally.
“People and companies have started realising the importance of data, what data actually is and the value of data. I think that is the biggest change that we have seen,” he added.
Nagarkar noted that organizations that effectively utilize data are better positioned to understand customer needs, improve service delivery, and make informed business decisions.
Building Trust and a Stronger Industry Ecosystem
For Managing Director of Bralico-Groupe Castel-Afrique, Mr. Mario Russo, trust remains one of the most valuable assets within supply chain ecosystems.
He explained that while technology and artificial intelligence can enhance efficiency and improve decision-making, strong partnerships and collaboration remain essential for long-term success.
Russo said the increasing adoption of digital tools presents significant opportunities for businesses seeking to expand their reach and improve operational performance across African markets.
He also commended the organisers of the summit for creating a platform that encourages industry-wide collaboration and knowledge sharing.
“It is really insightful in building a strong ecosystem in the industry. It’s an amazing start, and I hope we continue to grow in the next few years,” Russo said.
Industry Looks Ahead
As businesses across West Africa continue to navigate economic uncertainties, changing consumer preferences, and rising operational costs, industry leaders believe that integrated supply chains powered by data, technology, and artificial intelligence will play a central role in driving future growth.
Stakeholders at the summit agreed that organisations that successfully combine innovation, digital transformation, and strategic collaboration will be better positioned to achieve scale, improve customer satisfaction, and establish stronger regional dominance in the years ahead.