Festive seasons such as Christmas, New Year, Easter, and major Islamic celebrations have become key periods for aggressive marketing by food and beverage corporations, a strategy public health advocates say is worsening Nigeria’s nutrition and disease burden.

An analysis by healthy food advocate and industry monitoring officer at Corporate Accountability and Public Participation Africa, CAPPA, Humphrey Ukeaja, reveals that large food and beverage companies strategically align ultra-processed foods and sugar-sweetened beverages with ideas of celebration, family bonding, and convenience during holidays.

According to the analysis, television, outdoor, and digital advertising consistently depict sugary drinks and ultra-processed foods as essential components of festive gatherings. On social media, influencers further promote instant noodles and similar products as ideal festive meals or gifts, reinforcing their acceptance as everyday foods rather than occasional indulgences.

Industry data shows that in 2023, four of Nigeria’s most profitable beverage companies ranked among the country’s top ten advertising spenders. This sustained investment has helped normalise soft drink consumption and position Nigeria as one of the world’s largest beverage markets.

Public health experts warn that the success of these campaigns comes at a significant cost. Ultra-processed foods, often high in sugar, salt, and unhealthy fats, are increasingly consumed by children, adolescents, and young adults. Marketing narratives built around affordability and convenience have reshaped household habits, gradually displacing traditional meals prepared from fresh ingredients.

Health data underscores the growing concern. Noncommunicable diseases such as diabetes, hypertension, cardiovascular disease, and kidney failure are on the rise. An estimated 30,000 Nigerians die annually from diabetes, while the World Health Organisation reports that around 250 Nigerians die each day from diet-related noncommunicable diseases. Overall, these illnesses now account for nearly 30 percent of deaths nationwide.

Against this backdrop, attention has turned to the ongoing Senate public hearing on increasing Nigeria’s Sugar-Sweetened Beverage (SSB) tax, with proposals to earmark the revenue for public health interventions. The initiative has received support from the Coordinating Minister of Health and Social Welfare, Professor Muhammad Ali Pate.

At its current rate of ₦10 per litre, health advocates argue that the SSB tax is too low to discourage excessive consumption. Evidence from countries such as Mexico suggests that higher taxes, ranging from 20 to 50 percent of retail prices, can significantly reduce sugary drink intake and contribute to lower obesity and noncommunicable disease rates when revenues are properly invested in healthcare and prevention.

However, experts caution that taxation alone will not be sufficient. They are calling for mandatory Front-of-Pack nutrition labelling on ultra-processed foods to help consumers easily identify products high in sugar, sodium, or unhealthy fats, particularly during festive periods when purchasing decisions are emotionally driven.

There are also growing calls for stricter regulations on junk food marketing to children, including bans on cartoon characters on packaging, restrictions on promotions in schools, and limits on child-focused festive giveaways. Similar measures implemented in countries such as Chile have reportedly reduced children’s exposure to unhealthy food advertising.

While individuals and families are encouraged to make healthier choices, advocates stress that personal responsibility has limits when consumers face sustained, high-budget marketing campaigns. They argue that stronger public policies are necessary to correct market imbalances and protect population health.

Public health stakeholders warn that without urgent action, the dietary excesses associated with festive seasons will continue to translate into long-term health emergencies, further straining households and Nigeria’s healthcare system.