Soft Drinks in Nigeria
Euromonitor International's Soft 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: 108 | Publication date: Jul 2008
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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Growth in soft drinks remains strong
The growth in the soft drinks market in Nigeria remained strong and steady in 2007. This growth was aided by factors such as the increase in advertising activity by players, the introduction of new products and packaging, and better economic conditions. The hot and humid weather experienced in Nigeria for most of the year also guarantees a steady, strong demand for soft drinks.
Energy drinks experiences exponential growth
Energy drinks experienced explosive growth in 2007, following the acceptance of these drinks by Nigerian consumers. Energy drinks have flooded the market in recent times, and are widely available in on-trade and off-trade channels. Consumers are attracted to them because they suggest strength and virility, which are particularly important to Nigerian men. The drinks also act as a stimulant, and are believed to increase mental awareness. Energy drinks are also mixed with alcoholic drinks, and this boosted sales at bars and restaurants. Coca-Cola Nigeria Ltd and 7-Up Bottling Co Nigeria, the two largest soft drink companies, entered the energy drinks category over 2006 and 2007 respectively, in order to reap the benefits of its dynamic growth.
Multinationals dominate the Nigerian market
Coca-Cola Nigeria Ltd is the largest player in soft drinks in Nigeria; its dominance stems from its efficient nationwide distribution network, the popularity of its brands and the company’s marketing and advertising activities. The Coca-Cola brand is everywhere; on billboards and kiosks, and is one of the best known brands in Nigeria. The company dominates in carbonates, bottled water and fruit/vegetable juice.
7-Up Bottling Co Nigeria is the second largest player in soft drinks after Coca-Cola. Its products include Pepsi, Mirinda, 7-Up and Mountain Dew; manufactured under license from PepsiCo Inc.
Changes in retail distribution
Supermarkets/hypermarkets and shopping malls are becoming increasingly significant channels for the distribution of soft drinks in Nigeria following the entry of The Palms; a South African retail chain which opened its first outlet in Nigeria in 2005. Consumers and manufacturers have responded positively to these comparatively new retail distribution channels, and this is expected to result in more significant changes in the future. Private label products are also expected to be introduced into the market, following the presence of these retail outlets. At the time of writing there were no private label soft drinks available in Nigeria.
Positive outlook for soft drinks
The outlook of the soft drinks market in Nigeria is positive, and there is enormous growth potential. Growth will be fuelled by projected increases in the disposable incomes of Nigerians, company advertising and heightened competition between key players. New product launches and entrants are expected to boost soft drinks sales, especially with the entry of new players. Growth in the soft drinks market will also be stimulated by the introduction of soft drinks in new market categories, such as energy drinks, carbonated bottled water and flavoured bottled water. Nigerian consumers usually respond positively to new soft drinks, especially when they are well marketed.
Table of contents
SOFT DRINKS IN NIGERIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth in soft drinks remains strong
Energy drinks experiences exponential growth
Multinationals dominate the Nigerian market
Changes in retail distribution
Positive outlook for soft drinks
KEY TRENDS AND DEVELOPMENTS
Carbonates dominates soft drinks
Coca-Cola Nigeria dominates the soft drinks market
Fast food outlets boost on-trade sales of soft drinks
Traffic congestion has a significant positive impact on off-trade sales
Packaging trends; the shift away from glass bottles
Energy drinks experiences explosive growth
Changes in retail distribution
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
NIGERIAN BOTTLING CO PLC
Strategic Direction
Key Facts
Summary 1 Nigerian Bottling Co Plc: Key Facts
Summary 2 Nigerian Bottling Co Plc: Operational Indicators
Company Background
Production
Summary 3 Nigerian Bottling Co Plc: Production Statistics 2007
Competitive Positioning
Summary 4 Nigerian Bottling Co Plc: Competitive Position 2007
7-UP BOTTLING CO NIGERIA
Strategic Direction
Key Facts
Summary 5 7-Up Bottling Co Nigeria: Key Facts
Summary 6 7-Up Bottling Co Nigeria: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 7-Up Bottling Co Nigeria: Competitive Position 2007
CARBONATES IN NIGERIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 39 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 42 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 46 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 47 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 48 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 49 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 50 Low Calorie Carbonates by Subsector
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN NIGERIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 59 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 60 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 61 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 62 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 63 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 64 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 65 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 66 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN NIGERIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR APPENDIX
Sector Data
Table 67 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 68 Off-trade Sales of Bottled Water: Value 2002-2007
Table 69 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 70 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 71 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 72 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 73 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 74 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 75 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 76 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 77 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 78 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN NIGERIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 79 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 80 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 81 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 82 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 83 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 84 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 85 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 86 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 87 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 88 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 89 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 90 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN NIGERIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR appendix
Table 91 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Sector Data
Table 92 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 93 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 94 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 95 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 96 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 97 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 98 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 99 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 100 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 101 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN NIGERIA
Trends
RTD COFFEE IN NIGERIA
Trends