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Country Report

Nigeria Flag Alcoholic Drinks in Nigeria

| Pages: 72

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Alcoholic drinks growth slows down in 2014

Depressed consumer spending due to the on-going impact of the fuel price hike of 2012,as well as weakened government spending, affected the performance of alcoholic drinks in 2014.Growth in 2014 was therefore weaker than it was over the review period, for many categories. Beer, mid-priced lager in particular, saw quite weak growth. Spirits, on the other hand, performed well, driven by bitters, a dynamic category.

The launch of Orijin by Guinness Nigeria: An original success

As has been the case since 2010, the category posting standout growth rates is bitters, due to the popularity of herbal bitters brands such as Alomo Bitters. Joining Alomo Bitters in the category in 2014 was the Orijin brand, which is also available as a spirit-based RTD. It has been extremely successful less than one year after its launch nationally, in particular within spirit-based RTDs where its unique blend of spirits with herbs and fruits and its diverse pack sizes have made it a strong challenger to major beer brands which dominated alcoholic drinks previously. The strong performance of Orijin and herbal bitters brands such as Alomo is another factor why lager sales were poor in 2014, as some lager drinkers moved to drinking Orijin RTDs or herbal bitters mixed with non-alcoholic beer.

SABMiller Plc is increasing share away from the big two: Heineken and Guinness

The biggest companies – Heineken NV (largely through Nigerian Breweries Plc among other subsidiaries in Nigeria) and Diageo Plc (through Guinness Nigeria) – continue to dominate the market, through their ownership of key beer brands and spirits brands in the case of Guinness Nigeria Plc and its parent, Diageo Plc. However, SAB Miller Plc’s entry into the market in 2009 intensified the competition, with the company’s Hero and Trophy brands growing share very strongly.

On-trade dominates distribution in Nigeria but off-trade is performing well

Drinking is widely considered a part of social activity in Nigeria and therefore most consumers seldom drink alone. As a result, on-trade outlets dominate beer sales; the largest category in the alcoholic drinks market. However, the bulk of spirits and wine is sold through off-trade outlets, such as independent grocery retailers and open markets since such products are mostly consumed at home or during parties and other social gatherings. Sales of wine through formal retailers such as supermarkets have continued to increase in recent years; however traditional open markets, such as the Oke Arin market, remained the largest channel for wine and spirits in Nigeria.

Good forecast growth predicted, but the economy is expected to be relatively weak

The Nigerian economy is not expected to be particularly strong over the forecast period due to a fall in global oil prices which is expected to reduce government expenditure. Nevertheless, alcoholic drinks should perform fairly well since other non-oil sectors are expected to grow and keep the economy performing reasonably well following the election of a new President in 2015.Economy lager would help to offset losses in mid-priced lager, and spirits, wine, and RTDs should continue to grow quite fast, being still not yet mature in the Nigerian market. The expected increase in demand is also attributed to the fact that Nigeria’s large population continues to grow, thereby providing an ever-increasing consumer base. Furthermore, the Orijin brand is expected to have an even stronger performance in 2015 and other new brands and the entry of new players will result in increased competition, aggressive marketing and ultimately also help to fuel growth in alcoholic drinks sales.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Nigeria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Nigeria for free:

The Alcoholic Drinks in Nigeria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Nigeria?
  • What are the major brands in Nigeria?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Alcoholic Drinks in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks growth slows down in 2014

The launch of Orijin by Guinness Nigeria: An original success

SABMiller Plc is increasing share away from the big two: Heineken and Guinness

On-trade dominates distribution in Nigeria but off-trade is performing well

Good forecast growth predicted, but the economy is expected to be relatively weak

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 1 Taxation and Duty Levies on Alcoholic Drinks 2014
  • Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2014
  • Table 3 Selling Margin of a Typical Beer Brand in Retail Channel WhichDoes Not Use Wholesalers 2014
  • Table 4 Selling Margin of a Typical Wine Brand in Retail Channel WhichUses Wholesalers 2014
  • Table 5 Selling Margin of a Typical Spirits Brand in Retail Channel Which Uses Wholesalers 2014

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 1 Key New Product Developments 2014

MARKET INDICATORS

  • Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2009-2014

MARKET DATA

  • Table 7 Sales of Alcoholic Drinks by Category: Total Volume 2009-2014
  • Table 8 Sales of Alcoholic Drinks by Category: Total Value 2009-2014
  • Table 9 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2009-2014
  • Table 10 Sales of Alcoholic Drinks by Category: % Total Value Growth 2009-2014
  • Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2014
  • Table 12 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2014
  • Table 13 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2014
  • Table 14 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2014
  • Table 15 GBO Company Shares of Alcoholic Drinks: % Total Volume 2010-2014
  • Table 16 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2009-2014
  • Table 17 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2014
  • Table 18 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
  • Table 19 Forecast Sales of Alcoholic Drinks by Category: Total Value 2014-2019
  • Table 20 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
  • Table 21 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019

APPENDIX

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 2 Research Sources

Alcoholic Drinks in Nigeria - Company Profiles

Guinness Nigeria Plc in Alcoholic Drinks (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Guinness Nigeria: Key Facts
  • Summary 4 Guinness Nigeria: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 5 Guinness Nigeria Plc: Competitive Position 2014

International Breweries Plc in Alcoholic Drinks (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 International Breweries Plc: Key Facts
  • Summary 7 International Breweries Plc: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 8 International Breweries Plc: Competitive Position 2014

Nigerian Breweries Plc in Alcoholic Drinks (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Nigerian Breweries Plc: Key Facts
  • Summary 10 Nigerian Breweries Plc: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 11 Nigerian Breweries Plc: Competitive Position 2014

Beer in Nigeria - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 12 Lager by Price Band 2014
  • Table 22 Number of Breweries 2009-2014

CATEGORY DATA

  • Table 23 Sales of Beer by Category: Total Volume 2009-2014
  • Table 24 Sales of Beer by Category: Total Value 2009-2014
  • Table 25 Sales of Beer by Category: % Total Volume Growth 2009-2014
  • Table 26 Sales of Beer by Category: % Total Value Growth 2009-2014
  • Table 27 Sales of Beer by Off-trade vs On-trade: Volume 2009-2014
  • Table 28 Sales of Beer by Off-trade vs On-trade: Value 2009-2014
  • Table 29 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2009-2014
  • Table 30 Sales of Beer by Off-trade vs On-trade: % Value Growth 2009-2014
  • Table 31 GBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 32 NBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 33 LBN Brand Shares of Beer: % Total Volume 2011-2014
  • Table 34 Production, Imports and Exports of Beer: Total Volume 2008-2013
  • Table 35 Imports of Beer by Country of Origin: Total Volume 2008-2013
  • Table 36 Imports of Beer by Country of Origin: Total Value 2008-2013
  • Table 37 Exports of Beer by Country of Destination: Total Volume 2008-2013
  • Table 38 Exports of Beer by Country of Destination: Total Value 2008-2013
  • Table 39 Forecast Sales of Beer by Category: Total Volume 2014-2019
  • Table 40 Forecast Sales of Beer by Category: Total Value 2014-2019
  • Table 41 Forecast Sales of Beer by Category: % Total Volume Growth 2014-2019
  • Table 42 Forecast Sales of Beer by Category: % Total Value Growth 2014-2019

Cider/Perry in Nigeria - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 43 Sales of Cider/Perry: Total Volume 2012-2014
  • Table 44 Sales of Cider/Perry: Total Value 2012-2014
  • Table 45 Sales of Cider/Perry: % Total Volume Growth 2012-2014
  • Table 46 Sales of Cider/Perry: % Total Value Growth 2012-2014
  • Table 47 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2014
  • Table 48 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2014
  • Table 49 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2014
  • Table 50 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2014
  • Table 51 GBO Company Shares of Cider/Perry: % Total Volume 2010-2014
  • Table 52 NBO Company Shares of Cider/Perry: % Total Volume 2010-2014
  • Table 53 LBN Brand Shares of Cider/Perry: % Total Volume 2011-2014
  • Table 54 Production, Imports and Exports of Cider/Perry: Total Volume 2008-2013
  • Table 55 Imports of Cider/Perry by Country of Origin: Total Volume 2008-2013
  • Table 56 Imports of Cider/Perry by Country of Origin: Total Value 2008-2013
  • Table 57 Exports of Cider/Perry by Country of Destination: Total Volume 2008-2013
  • Table 58 Exports of Cider/Perry by Country of Destination: Total Value 2008-2013
  • Table 59 Forecast Sales of Cider/Perry: Total Volume 2014-2019
  • Table 60 Forecast Sales of Cider/Perry: Total Value 2014-2019
  • Table 61 Forecast Sales of Cider/Perry: % Total Volume Growth 2014-2019
  • Table 62 Forecast Sales of Cider/Perry: % Total Value Growth 2014-2019

RTDs/High-Strength Premixes in Nigeria - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 63 Sales of RTDS/High-strength Premixes by Category: Total Volume 2009-2014
  • Table 64 Sales of RTDS/High-strength Premixes by Category: Total Value 2009-2014
  • Table 65 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2009-2014
  • Table 66 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2009-2014
  • Table 67 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2009-2014
  • Table 68 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2009-2014
  • Table 69 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2009-2014
  • Table 70 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2009-2014
  • Table 71 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2010-2014
  • Table 72 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2010-2014
  • Table 73 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2011-2014
  • Table 74 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2014-2019
  • Table 75 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2014-2019
  • Table 76 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2014-2019
  • Table 77 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2014-2019

Spirits in Nigeria - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 78 Sales of Spirits by Category: Total Volume 2009-2014
  • Table 79 Sales of Spirits by Category: Total Value 2009-2014
  • Table 80 Sales of Spirits by Category: % Total Volume Growth 2009-2014
  • Table 81 Sales of Spirits by Category: % Total Value Growth 2009-2014
  • Table 82 Sales of Spirits by Off-trade vs On-trade: Volume 2009-2014
  • Table 83 Sales of Spirits by Off-trade vs On-trade: Value 2009-2014
  • Table 84 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2009-2014
  • Table 85 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2009-2014
  • Table 86 GBO Company Shares of Spirits: % Total Volume 2010-2014
  • Table 87 NBO Company Shares of Spirits: % Total Volume 2010-2014
  • Table 88 LBN Brand Shares of Spirits: % Total Volume 2011-2014
  • Table 89 Imports of Spirits by Country of Origin: Total Volume 2008-2013
  • Table 90 Imports of Spirits by Country of Origin: Total Value 2008-2013
  • Table 91 Exports of Spirits by Country of Destination: Total Volume 2008-2013
  • Table 92 Exports of Spirits by Country of Destination: Total Value 2008-2013
  • Table 93 Production, Imports and Exports of Brandy & Cognac: Total Volume 2008-2013
  • Table 94 Production, Imports and Exports of Rum: Total Volume 2008-2013
  • Table 95 Production, Imports and Exports of Whiskies: Total Volume 2008-2013
  • Table 96 Production, Imports and Exports of Gin: Total Volume 2008-2013
  • Table 97 Production, Imports and Exports of Vodka: Total Volume 2008-2013
  • Table 98 Forecast Sales of Spirits by Category: Total Volume 2014-2019
  • Table 99 Forecast Sales of Spirits by Category: Total Value 2014-2019
  • Table 100 Forecast Sales of Spirits by Category: % Total Volume Growth 2014-2019
  • Table 101 Forecast Sales of Spirits by Category: % Total Value Growth 2014-2019

Wine in Nigeria - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 102 Sales of Wine by Category: Total Volume 2009-2014
  • Table 103 Sales of Wine by Category: Total Value 2009-2014
  • Table 104 Sales of Wine by Category: % Total Volume Growth 2009-2014
  • Table 105 Sales of Wine by Category: % Total Value Growth 2009-2014
  • Table 106 Sales of Wine by Off-trade vs On-trade: Volume 2009-2014
  • Table 107 Sales of Wine by Off-trade vs On-trade: Value 2009-2014
  • Table 108 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2009-2014
  • Table 109 Sales of Wine by Off-trade vs On-trade: % Value Growth 2009-2014
  • Table 110 Forecast Sales of Wine by Category: Total Volume 2014-2019
  • Table 111 Forecast Sales of Wine by Category: Total Value 2014-2019
  • Table 112 Forecast Sales of Wine by Category: % Total Volume Growth 2014-2019
  • Table 113 Forecast Sales of Wine by Category: % Total Value Growth 2014-2019

Segmentation

This market research report includes the following:

  • Alcoholic Drinks
    • Beer
      • Dark Beer
        • Ale
        • Sorghum
        • Weissbier/Weizen/Wheat Beer
      • Lager
        • Flavoured/Mixed Lager
        • Standard Lager
          • Premium Lager
            • Domestic Premium Lager
            • Imported Premium Lager
          • Mid-Priced Lager
            • Domestic Mid-Priced Lager
            • Imported Mid-Priced Lager
          • Economy Lager
            • Domestic Economy Lager
            • Imported Economy Lager
        • Lager by Origin
          • Domestic Lager
            • Domestic Premium Lager
            • Domestic Mid-Priced Lager
            • Domestic Economy Lager
          • Imported Lager
            • Imported Premium Lager
            • Imported Mid-Priced Lager
            • Imported Economy Lager
      • Non/Low Alcohol Beer
      • Stout
    • Cider/Perry
    • RTDs/High-Strength Premixes
      • High-Strength Premixes
      • RTDs
        • Malt-based RTDs
        • Spirit-based RTDs
        • Wine-based RTDs
        • Other RTDs
    • Spirits
      • Brandy and Cognac
        • Brandy
        • Cognac
      • Liqueurs
        • Bitters
        • Cream-based Liqueurs
        • Other Liqueurs
      • Rum
        • Dark Rum
        • White Rum
      • Tequila (and Mezcal)
      • Whiskies
        • Bourbon/Other US Whiskey
        • Canadian Whisky
        • Irish Whiskey
        • Japanese Whisky
        • Blended Scotch Whisky
          • Blended Malt Scotch Whisky
          • Other Blended Scotch Whisky
        • Single Malt Scotch Whisky
        • Other Whiskies
      • White Spirits
        • Gin
          • English Gin
          • Dutch Gin
        • Vodka
      • Other Spirits
        • Schnapps
        • Other Distilled Beverages
    • Wine
      • Fortified Wine and Vermouth
        • Port
        • Sherry
        • Vermouth
      • Non-Grape Wine
        • Sparkling Wine
          • Champagne
          • Other Sparkling Wine
        • Still Light Grape Wine
          • Still Red Wine
          • Still Rosé Wine
          • Still White Wine

    Statistics Included

    For each category and subcategory you will receive the following data in Excel format:

    From Passport

    • Market Sizes
    • Company Shares
    • Brand Shares
    • Distribution
    • Exports by Country - Value
    • Exports by Country - Volume
    • Imports by Country - Value
    • Imports by Country - Volume
    • Off-trade vs On-trade
    • Pricing
    • Products by Ingredient
    • Trade Statistics - Value
    • Trade Statistics - Volume

    Market size details:

    • Off-trade volume
    • Off-trade volume % growth
    • Off-trade volume per capita
    • On-trade volume
    • On-trade volume % growth
    • On-trade volume per capita
    • Total volume
    • Total volume % growth
    • Total volume per capita
    • Off-trade value retail selling price % growth
    • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • On-trade value retail selling price % growth
    • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Total value retail selling price % growth
    • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Off-trade value manufacturer selling price % growth
    • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • On-trade value manufacturer selling price % growth
    • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Total value manufacturer selling price % growth
    • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Off-trade rtd volume
    • Off-trade rtd volume % growth
    • Off-trade rtd volume per capita
    • On-trade rtd volume
    • On-trade rtd volume % growth
    • On-trade rtd volume per capita
    • Total rtd volume
    • Total rtd volume % growth
    • Total rtd volume per capita
    • Off-trade volume litres of pure alcohol
    • Off-trade volume litres of pure alcohol % growth
    • Off-trade volume litres of pure alcohol per capita
    • On-trade volume litres of pure alcohol
    • On-trade volume litres of pure alcohol % growth
    • On-trade volume litres of pure alcohol per capita
    • Total volume litres of pure alcohol
    • Total volume litres of pure alcohol % growth
    • Total volume litres of pure alcohol per capita

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