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Country Report

Nigeria Flag Alcoholic Drinks in Nigeria

| Pages: 72

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Good performance for alcoholic drinks although sales are impacted by economic crisis

Alcoholic drinks performed fairly well in Nigeria in 2015 compared with the review period CAGRs, although volume growth was weaker than during 2014. Beer, the dominant category, continued to see slower growth than over the last 10 years, whilst even the developing and dynamic categories of wine and spirits registered a slowdown in growth compared with the review period CAGRs due to depressed consumer spending power as Nigeria’s GDP growth weakened substantially in 2015.

Lager consumers continue to move towards economy lager

Partly because of price considerations, lager continued to see a strong shift towards economy brands in 2015. Such brands are generally regional in that they are sold only in certain regions of Nigeria and not nationally, although but have begun to expand beyond their regions, to big cities such as Lagos. The Hero and Trophy brands, owned by subsidiaries of SABMiller Plc, have increased competition in economy lager, forcing the leading players in beer to concentrate their efforts within this category. Heineken NV’s subsidiary companies own the leading economy lager brands 33 Export and Goldberg, whilst Diageo Plc (Guinness Nigeria) has taken on a southwestern Nigerian brand called Dubic. As a result, volume sales of economy lager increased strongly in 2015, whilst mid-priced lager declined in volume for the fourth consecutive year.

Alcoholic drinks is getting more competitive

Alcoholic drinks in Nigeria has traditionally been dominated by Heineken NV, mainly through Nigerian Breweries Plc and its various other subsidiaries in Nigeria, while Diageo Plc, largely through its subsidiary Guinness Nigeria Plc, has long had a strong presence. The strategy of SABMiller Plc of focusing on key economy lager brands means that this player is gaining share and forcing the two leading players to respond. These two players have strengthened their positions within economy lager and are expanding into new categories such as RTDs/high-strength premixes, where Guinness Nigeria saw success in 2014, with Nigerian Breweries entering the category in 2015.

On-trade is the leading channel for alcoholic drinks in Nigeria but off-trade is growing

In Nigeria, people drink mainly in groups outside the home, rather than at home, therefore on-trade accounts for the bulk of alcoholic drinks sales in the country. Beer is mostly consumed through pubs and bars, although the introduction of cans has helped to increase off-trade share. Also, the growth of modern retail outlets, such as supermarkets and hypermarkets, is also helping to drive off-trade growth as their prices for beer are generally cheaper (due to bulk buying). Spirits and wine have a stronger share at off-trade as they are less popular at pubs and bars and more often consumed at social gatherings such as weddings or meetings. Sales of such products have also benefited from the growth of modern retail which makes a wider range of alcoholic drinks visible.

Growth over the forecast period expected to be an improvement on the review period

Volume growth in alcoholic drinks is expected to be fairly strong over the forecast period as the various categories recover from the relatively weak performance seen in 2015. Nevertheless, growth is expected to be weaker than previously forecast as the Nigerian economy is not expected to be particularly strong over the forecast period due to the fall in global oil prices, which is expected to reduce government expenditure. Nevertheless, alcoholic drinks should perform fairly well since other non-oil economic sectors are expected to grow and keep the national economy performing reasonably well following the election of a new president in 2015. Positive growth in economy lager is set to help offset losses in mid-priced lager, while spirits, wine and RTDs/high-strength premixes can be expected to continue growing moderately, although sales of these products are not yet mature in Nigeria. Population growth is also set to support the good performance of these categories during the forecast period.

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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

Good performance for alcoholic drinks although sales are impacted by economic crisis

Lager consumers continue to move towards economy lager

Alcoholic drinks is getting more competitive

On-trade is the leading channel for alcoholic drinks in Nigeria but off-trade is growing

Growth over the forecast period expected to be an improvement on the review period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 1 Taxation and Duty Levies on Alcoholic Drinks 2015
  • Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2015
  • Table 3 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2015
  • Table 4 Selling Margin of a Typical Wine Brand in Retail Channel Which Uses Wholesalers 2015
  • Table 5 Selling Margin of a Typical Spirits Brand in Retail Channel Which Uses Wholesalers 2015

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 1 Key New Product Developments 2015

MARKET INDICATORS

  • Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2010-2015

MARKET DATA

  • Table 7 Sales of Alcoholic Drinks by Category: Total Volume 2010-2015
  • Table 8 Sales of Alcoholic Drinks by Category: Total Value 2010-2015
  • Table 9 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2010-2015
  • Table 10 Sales of Alcoholic Drinks by Category: % Total Value Growth 2010-2015
  • Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2015
  • Table 12 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2015
  • Table 13 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2015
  • Table 14 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2015
  • Table 15 GBO Company Shares of Alcoholic Drinks: % Total Volume 2011-2015
  • Table 16 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2010-2015
  • Table 17 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2015
  • Table 18 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
  • Table 19 Forecast Sales of Alcoholic Drinks by Category: Total Value 2015-2020
  • Table 20 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
  • Table 21 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020

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

COMPETITIVE POSITIONING

  • Summary 5 Guinness Nigeria Plc: Competitive Position 2015

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 2015

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 2015

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 2015
  • Table 22 Number of Breweries 2010-2015

CATEGORY DATA

  • Table 23 Sales of Beer by Category: Total Volume 2010-2015
  • Table 24 Sales of Beer by Category: Total Value 2010-2015
  • Table 25 Sales of Beer by Category: % Total Volume Growth 2010-2015
  • Table 26 Sales of Beer by Category: % Total Value Growth 2010-2015
  • Table 27 Sales of Beer by Off-trade vs On-trade: Volume 2010-2015
  • Table 28 Sales of Beer by Off-trade vs On-trade: Value 2010-2015
  • Table 29 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2010-2015
  • Table 30 Sales of Beer by Off-trade vs On-trade: % Value Growth 2010-2015
  • Table 31 GBO Company Shares of Beer: % Total Volume 2011-2015
  • Table 32 NBO Company Shares of Beer: % Total Volume 2011-2015
  • Table 33 LBN Brand Shares of Beer: % Total Volume 2012-2015
  • Table 34 Production, Imports and Exports of Beer: Total Volume 2009-2014
  • Table 35 Imports of Beer by Country of Origin: Total Volume 2009-2014
  • Table 36 Imports of Beer by Country of Origin: Total Value 2009-2014
  • Table 37 Exports of Beer by Country of Destination: Total Volume 2009-2014
  • Table 38 Exports of Beer by Country of Destination: Total Value 2009-2014
  • Table 39 Forecast Sales of Beer by Category: Total Volume 2015-2020
  • Table 40 Forecast Sales of Beer by Category: Total Value 2015-2020
  • Table 41 Forecast Sales of Beer by Category: % Total Volume Growth 2015-2020
  • Table 42 Forecast Sales of Beer by Category: % Total Value Growth 2015-2020

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 2012-2015
  • Table 44 Sales of Cider/Perry: Total Value 2012-2015
  • Table 45 Sales of Cider/Perry: % Total Volume Growth 2012-2015
  • Table 46 Sales of Cider/Perry: % Total Value Growth 2012-2015
  • Table 47 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2015
  • Table 48 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2015
  • Table 49 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2015
  • Table 50 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2015
  • Table 51 GBO Company Shares of Cider/Perry: % Total Volume 2011-2015
  • Table 52 NBO Company Shares of Cider/Perry: % Total Volume 2011-2015
  • Table 53 LBN Brand Shares of Cider/Perry: % Total Volume 2012-2015
  • Table 54 Production, Imports and Exports of Cider/Perry: Total Volume 2009-2014
  • Table 55 Imports of Cider/Perry by Country of Origin: Total Volume 2009-2014
  • Table 56 Imports of Cider/Perry by Country of Origin: Total Value 2009-2014
  • Table 57 Exports of Cider/Perry by Country of Destination: Total Volume 2009-2014
  • Table 58 Exports of Cider/Perry by Country of Destination: Total Value 2009-2014
  • Table 59 Forecast Sales of Cider/Perry: Total Volume 2015-2020
  • Table 60 Forecast Sales of Cider/Perry: Total Value 2015-2020
  • Table 61 Forecast Sales of Cider/Perry: % Total Volume Growth 2015-2020
  • Table 62 Forecast Sales of Cider/Perry: % Total Value Growth 2015-2020

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 2010-2015
  • Table 64 Sales of RTDS/High-strength Premixes by Category: Total Value 2010-2015
  • Table 65 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2010-2015
  • Table 66 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2010-2015
  • Table 67 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2010-2015
  • Table 68 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2010-2015
  • Table 69 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2010-2015
  • Table 70 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2010-2015
  • Table 71 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2011-2015
  • Table 72 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2011-2015
  • Table 73 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2012-2015
  • Table 74 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2015-2020
  • Table 75 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2015-2020
  • Table 76 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2015-2020
  • Table 77 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2015-2020

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 2010-2015
  • Table 79 Sales of Spirits by Category: Total Value 2010-2015
  • Table 80 Sales of Spirits by Category: % Total Volume Growth 2010-2015
  • Table 81 Sales of Spirits by Category: % Total Value Growth 2010-2015
  • Table 82 Sales of Spirits by Off-trade vs On-trade: Volume 2010-2015
  • Table 83 Sales of Spirits by Off-trade vs On-trade: Value 2010-2015
  • Table 84 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2010-2015
  • Table 85 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2010-2015
  • Table 86 GBO Company Shares of Spirits: % Total Volume 2011-2015
  • Table 87 NBO Company Shares of Spirits: % Total Volume 2011-2015
  • Table 88 LBN Brand Shares of Spirits: % Total Volume 2012-2015
  • Table 89 Production, Imports and Exports of Brandy & Cognac: Total Volume 2009-2014
  • Table 90 Production, Imports and Exports of Rum: Total Volume 2009-2014
  • Table 91 Production, Imports and Exports of Whiskies: Total Volume 2009-2014
  • Table 92 Production, Imports and Exports of Gin: Total Volume 2009-2014
  • Table 93 Production, Imports and Exports of Vodka: Total Volume 2009-2014
  • Table 94 Forecast Sales of Spirits by Category: Total Volume 2015-2020
  • Table 95 Forecast Sales of Spirits by Category: Total Value 2015-2020
  • Table 96 Forecast Sales of Spirits by Category: % Total Volume Growth 2015-2020
  • Table 97 Forecast Sales of Spirits by Category: % Total Value Growth 2015-2020

Wine in Nigeria - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 98 Sales of Wine by Category: Total Volume 2010-2015
  • Table 99 Sales of Wine by Category: Total Value 2010-2015
  • Table 100 Sales of Wine by Category: % Total Volume Growth 2010-2015
  • Table 101 Sales of Wine by Category: % Total Value Growth 2010-2015
  • Table 102 Sales of Wine by Off-trade vs On-trade: Volume 2010-2015
  • Table 103 Sales of Wine by Off-trade vs On-trade: Value 2010-2015
  • Table 104 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2010-2015
  • Table 105 Sales of Wine by Off-trade vs On-trade: % Value Growth 2010-2015
  • Table 106 Forecast Sales of Wine by Category: Total Volume 2015-2020
  • Table 107 Forecast Sales of Wine by Category: Total Value 2015-2020
  • Table 108 Forecast Sales of Wine by Category: % Total Volume Growth 2015-2020
  • Table 109 Forecast Sales of Wine by Category: % Total Value Growth 2015-2020

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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