Alcoholic Drinks in Nigeria
Euromonitor International's Alcoholic Drinks in Nigeria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.
Tables: 190 | Publication date: Mar 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Continued Strong Growth within Alcoholic Drinks in Nigeria
Alcoholic drinks continued to record strong and steady growth throughout the review period, partly as a result of improving product quality and aggressive marketing on the part of leading companies. Improving economic conditions have boosted disposable income and also led to an increase in demand for alcoholic drinks. The introduction of new products and players has also helped to boost growth and to make alcoholic drinks one of the most dynamic categories in Nigeria.
Beer Dominates Alcoholic Drinks Sales
Beer accounts for the majority of alcoholic drinks sales in Nigeria. The beer industry continues to thrive in spite of the harsh economic conditions in the country, with sales increasing during times of political and economic stability. Domestic beer is very popular throughout the country and is heavily advertised through mass media channels. Lager is by far the most popular type of beer in Nigeria with Star, which is manufactured by Nigerian Breweries, leading brand sales.
Intense Competition among Major Players
Alcoholic drinks competition is very intense in Nigeria. Within beer, which dominates volume sales, the two leading companies, Nigerian Breweries and Guinness Nigeria, accounted for 77% of total volume sales in 2007. Such is the dominance of these two players that some breweries have been driven into bankruptcy whilst several other companies are on the point of collapse. According to industry experts, the dominance of these companies can be attributed to the strength of their brands which both players have built up through creative and aggressive advertising and marketing strategies. In addition, the fact that both companies have efficient national distribution networks also further raises the entry barrier for new entrants.
On-trade Outlets Continue to Dominate Sales
The consumption of alcoholic drinks is very much a social activity in Nigeria and most people rarely drink alone. As a result, on-trade outlets dominate beer sales. However, the majority of spirits and wine sales are made via supermarkets/hypermarkets and open markets since such products tend to be consumed in the home during parties or informal social gatherings. Although open markets such as the ‘Oke Arin’ wine market are traditionally the main retail outlet for wines and spirits, sales via supermarkets/hypermarkets continue to increase.
Demand for Alcoholic Drinks to Remain Strong over Forecast Period
The alcoholic drinks industry is expected to continue to experience strong growth over the forecast period. Increasing demand can be attributed to the fact that Nigeria’s population of more than 140 million continues to grow at an annual rate of 3%, thereby providing an ever increasing consumer base for alcoholic drinks. Another reason is the fact that the country’s current economic and political stability is expected to result in increasing consumer disposable incomes. The current boom in night life within urban cities such as Lagos will also positively impact alcoholic dinks sales. Finally, the introduction of new brands will result in increased competition and higher marketing expenditure and also help to fuel growth.
Table of contents
ALCOHOLIC DRINKS IN NIGERIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Continued Strong Growth within Alcoholic Drinks in Nigeria
Beer Dominates Alcoholic Drinks Sales
Intense Competition among Major Players
On-trade Outlets Continue to Dominate Sales
Demand for Alcoholic Drinks to Remain Strong over Forecast Period
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Beer Brand – Task 2008
Table 4 Selling Margin of a Typical Wine Brand – Gallo 2008
Table 5 Selling Margin of a Typical Spirits Brand – Gordons 2008
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private imports
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
BEER
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 22 Sales of Beer by Subsector: Total Volume 2003-2008
Table 23 Sales of Beer by Subsector: Total Value 2003-2008
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 31 Company Shares of Beer by National Brand Owner 2003-2007
Table 32 Company Shares of Beer by Global Brand Owner 2003-2007
Table 33 Brand Shares of Beer 2004-2007
Table 34 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 35 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 36 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 37 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
Summary 2 Lager by Price Band 2008
WINE
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 38 Sales of Wine by Subsector: Total Volume 2003-2008
Table 39 Sales of Wine by Subsector: Total Value 2003-2008
Table 40 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 41 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 42 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 43 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 44 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 45 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 46 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 47 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 48 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 49 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 50 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 51 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 52 Sales of Spirits by Subsector: Total Value 2003-2008
Table 53 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 54 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 55 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 56 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 57 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 58 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 59 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 60 Company Shares of Spirits by National Brand Owner 2003-2007
Table 61 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 62 Brand Shares of Spirits 2004-2007
Table 63 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 64 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 65 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 66 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013
CIDER
RTDS/HIGH-STRENGTH PREMIXES
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Data
Table 67 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 68 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 69 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 70 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 71 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 72 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 73 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 74 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 75 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 76 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 77 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 78 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 79 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 80 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 81 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
CONSOLIDATED BREWERIES NIGERIA PLC
Strategic Direction
Key Facts
Summary 3 Consolidated Breweries Plc: Key Facts
Summary 4 Consolidated Breweries Plc: Operational Indicators
Company Background
Production
Summary 5 Consolidated Breweries Plc: Production Statistics 2007
Competitive Positioning
Summary 6 Consolidated Breweries Plc: Competitive Position 2007
GUINNESS NIGERIA PLC
Strategic Direction
Key Facts
Summary 7 Guinness Nigeria Plc: Key Facts
Summary 8 Guinness Nigeria Plc: Operational Indicators
Company Background
Production
Summary 9 Guinness Nigeria Plc: Production Statistics 2007
Competitive Positioning
Summary 10 Guinness Nigeria Plc: Competitive Position 2007
NIGERIAN BREWERIES PLC
Strategic Direction
Key Facts
Summary 11 Nigerian Breweries Plc: Key Facts
Summary 12 Nigerian Breweries Plc: Operational Indicators
Company Background
Production
Summary 13 Nigerian Breweries Plc: Production Statistics 2007
Competitive Positioning
Summary 14 Nigerian Breweries Plc: Competitive Position 2007
ALCOHOLIC DRINKS IN NIGERIA
EXECUTIVE SUMMARY
Continued Strong Growth within Alcoholic Drinks in Nigeria
Beer Dominates Alcoholic Drinks Sales
Intense Competition among Major Players
On-trade Outlets Continue to Dominate Sales
Demand for Alcoholic Drinks to Remain Strong over Forecast Period
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 82 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 83 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 84 Selling Margin of a Typical Beer Brand – Task 2008
Table 85 Selling Margin of a Typical Wine Brand – Gallo 2008
Table 86 Selling Margin of a Typical Spirits Brand – Gordons 2008
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private imports
MARKET INDICATORS
Table 87 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 88 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 89 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 90 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 91 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 92 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 93 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 94 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 95 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 96 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 97 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 98 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 99 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 100 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 101 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 102 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 15 Summary - Research Sources
LOCAL COMPANY PROFILES - NIGERIA
CONSOLIDATED BREWERIES PLC - ALCOHOLIC DRINKS - NIGERIA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Summary - Consolidated Breweries Plc: Key Facts
Summary 17 Summary - Consolidated Breweries Plc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Summary - Consolidated Breweries Plc: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 19 Summary - Consolidated Breweries Plc: Competitive Position 2007
GUINNESS NIGERIA - ALCOHOLIC DRINKS - NIGERIA
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Summary - Guinness Nigeria Plc: Key Facts
Summary 21 Summary - Guinness Nigeria Plc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 22 Summary - Guinness Nigeria Plc: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 23 Summary - Guinness Nigeria Plc: Competitive Position 2007
NIGERIAN BREWERIES PLC - ALCOHOLIC DRINKS - NIGERIA
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Summary - Nigerian Breweries Plc: Key Facts
Summary 25 Summary - Nigerian Breweries Plc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 26 Summary - Nigerian Breweries Plc: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 27 Summary - Nigerian Breweries Plc: Competitive Position 2007
BEER IN NIGERIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
SECTOR DATA
Table 103 Sales of Beer by Subsector: Total Volume 2003-2008
Table 104 Sales of Beer by Subsector: Total Value 2003-2008
Table 105 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 106 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 107 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 108 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 109 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 110 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 111 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 112 Company Shares of Beer by National Brand Owner 2003-2007
Table 113 Company Shares of Beer by Global Brand Owner 2003-2007
Table 114 Brand Shares of Beer 2004-2007
Table 115 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 116 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 117 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 118 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
Summary 28 Summary - Lager by Price Band 2008
CIDER/PERRY IN NIGERIA
RTDS/HIGH-STRENGTH PREMIXES IN NIGERIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 120 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 121 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 122 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 123 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 124 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 125 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 126 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 127 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 128 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 129 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
Table 130 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 131 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 132 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 133 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
WINE IN NIGERIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 134 Sales of Wine by Subsector: Total Volume 2003-2008
Table 135 Sales of Wine by Subsector: Total Value 2003-2008
Table 136 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 137 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 138 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 139 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 140 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 141 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 142 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 143 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 144 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 145 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 146 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN NIGERIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 147 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 148 Sales of Spirits by Subsector: Total Value 2003-2008
Table 149 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 150 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 151 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 152 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 153 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 154 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 155 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 156 Company Shares of Spirits by National Brand Owner 2003-2007
Table 157 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 158 Brand Shares of Spirits 2004-2007
Table 159 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 160 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 161 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 162 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013