This study investigated the effect of tax incentives on the performance of Nigerian consumer goods companies from 2010 to 2024. Specifically, this study aimed to determine the extent to which tax relief, capital allowance, investment allowance, and balancing allowance affect the return on assets of consumer goods companies in Nigeria. Four research questions were developed, and the four hypotheses were tested at the 0.05 level of significance. The relevant conceptual, theoretical, and empirical literature was reviewed. This study was anchored on the normative theory of tax incentives. An ex-post-facto research design was adopted. The study population comprises of the entire 21 consumer goods companies on the floor of the Nigerian Exchange Group. Six consumer goods companies were purposively selected for this study. Secondary data were sourced from the annual reports of the sampled consumer goods companies. Descriptive statistics, correlation analysis, and regression analysis were used to analyze the data. The study found that tax relief, capital allowance, and investment allowance have a significant effect on consumer goods companies’ return on assets in Nigeria. The study also found that balancing allowance had no significant effect on consumer goods companies’ return on assets in Nigeria. Based on the foregoing, the study concludes that tax incentives have a significant positive effect on the performance of CG companies in Nigeria. The study recommends, among others, that since tax relief has a significant positive effect on performance, the government should streamline and expand tax relief programs targeted at the consumer goods sector through the FIRS. This includes simplifying eligibility requirements and automating processes to ensure timely and consistent relief application