The rising trend in the use of pica among pregnant women in urban centres is a significant public health concern, especially in developing countries like Nigeria and is on the increase. Pica is the compulsive and persistent craving and consumption of non-food substances such as clay (geophagia), ice (pagophagia), chalk, ash, soil, or starch during pregnancy. It is widely reported across cultures and socio-economic groups. Despite urbanization, the practice remains high among pregnant women, and this has shown an interaction between socio-economic. Nutrition and culture. However, Pica may have both indirect and direct effects on maternal and fetal health. Pica sits at the intersection of biology, behavior, and culture, and its effects can ripple through both maternal health and fetal development. This study aimed to Assess Rising Trend in the Use of Pica by Pregnant Women in Urban Centres in South-South Nigeria. This was a cross-sectional study involving 250 women. Participants’ age is between 15 to 49 years and above. A well-structured questionnaire was administered to participants. The study lasted for a period of 3 months. Statistical analysis was done using SPSS version 25.0 and p < 0.05 was significant. The study revealed that 40% of the participants had tertiary, 28% had secondary, 24% had primary and 4% had no formal education, 80% are aware of pica, 80% used pica during pregnancy, 76% said pica is common, 80% derived joy from consuming pica, 68% agreed that culture influence, 76% said is due to stress, and 80% is due to loneliness. Pica usage among pregnant women is on the increase.