Challenges and Opportunities in the Marketing of Indigenous Fermented Foods in Ogun State, South West Nigeria

Indigenous fermented foods constitute an important part of the Nigerian food culture and offer nutritional and economic benefits for small-scale food entrepreneurs. However, their marketing faces challenges related to product standardisation, consumer perception, packaging, and distribution infrastructure. This study examined the challenges and opportunities in the marketing of indigenous fermented foods in Ogun State, South West Nigeria. A descriptive survey design was used, with 120 producers and marketers of fermented foods such as ogi, iru, ogiri, and fufu selected through purposive and snowball sampling. Structured questionnaires assessed production practices, market access, product positioning, and revenue patterns. Data were analysed using descriptive statistics and chi-square tests. Findings indicated that the majority of producers sold their products through informal channels with limited access to supermarkets or export markets. Inconsistent product quality and absence of standardised packaging were identified as major barriers to formal market entry. Consumer demand was high locally but was not being met by producers operating at scale. Opportunities existed in supplying diaspora markets and targeting health-conscious consumers seeking probiotic-rich traditional foods. The study recommends product standardisation support, packaging subsidies, and market linkage facilitation by Ogun State trade development agencies. Keywords: fermented foods, marketing challenges, indigenous foods, Ogun State, small enterprise