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Country Report

Nigeria Flag Alcoholic Drinks in Nigeria

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Fuel price increases negatively impacts growth

The high rate of inflation in 2012 due to the fuel price increases of January affected alcoholic drinks performance in 2012, not really due to higher prices (as manufacturers tried to keep price increases as low as possible) but due to depressed consumer spending power. Growth in 2012 was therefore weaker than over the review period, for almost all categories. Beer in particular posted quite weak growth, mainly in lager. Non-alcoholic beer, on the other hand, performed well, driven by the Fayrouz brand, which is frequently used as a mixer for spirits.

Alomo Bitters: a herbal alcoholic drink changes the market

One spirit category, bitters, performed extremely well over the latter part of the review period, due to the sudden popularity of a herbal bitters brand, Alomo Bitters, which only began to be produced in Nigeria in 2010. The product witnessed a phenomenal increase in popularity as herbal bitters products are thought to have medicinal benefits, including virility in men. They are widely consumed, with the non-alcoholic beer Fayrouz being a popular mixer. They are also quite inexpensive compared to normal spirits, being packaged in plastic bottles. Their sales are another factor for why lager sales were poor in 2012, as some lager drinkers moved to drinking herbal bitters mixed with non-alcoholic beer.

The big two players continue to lead but SABMiller begins to expand

The largest companies, Heineken NV (largely through Nigerian Breweries among other subsidiaries in Nigeria) and Diageo (through Guinness Nigeria), continue to lead the market, through their ownership of key beer brands (and spirits brands in the case of Guinness Nigeria). However, SAB Miller’s entry into the market in 2009 is intensifying the competition, with the company being particularly busy during 2011/2012, acquiring the important local player International Breweries and launching a few regional lager brands.

On-trade channels continue to lead sales

Drinking is widely considered a part of social activity in Nigeria and therefore most consumers seldom drink alone. As a result, on-trade outlets lead 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 small 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, continued to increase over the review period; however traditional small grocery retailers, including open markets such as the Oke Arin market, remained the largest channel for wine and spirits in Nigeria.

Strong growth expected to resume over the forecast period

After the depressed environment of 2012, the forecast period should witness the return of reasonably high growth, with a 9% CAGR in total volume terms expected in the largest category, beer. Spirits and wine should continue to grow quite fast, not yet being mature in the Nigerian market. The expected increase in demand is attributed to the fact that Nigeria’s large population continues to grow, thereby providing an ever increasing consumer base. The positive outlook for the Nigerian economy also means consumer spending is likely to increase and further support the development of alcoholic drinks sales. New brands and the entry of new players will result in increased competition, aggressive marketing and ultimately also help to fuel growth.

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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

Fuel price increases negatively impacts growth

Alomo Bitters: a herbal alcoholic drink changes the market

The big two players continue to lead but SABMiller begins to expand

On-trade channels continue to lead sales

Strong growth expected to resume over the forecast period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 1 Taxation and Duty Levies on Alcoholic Drinks 2012
  • Table 2 Typical Wholesaler and Retailer Off-trade % Mark-ups by Selected Categories 2012
  • Table 3 Selling Margin of a Typical Beer Brand in Retail Channel that uses Wholesalers 2012
  • Table 4 Selling Margin of a Typical Beer Brand in Retail Channel that does not use Wholesalers 2012
  • Table 5 Selling Margin of a Typical Wine Brand in Retail Channel that uses Wholesalers 2012
  • Table 6 Selling Margin of a Typical Wine Brand in Retail Channel that does not use Wholesalers 2012
  • Table 7 Selling Margin of a Typical Spirits Brand in Retail Channel that uses Wholesalers 2012
  • Table 8 Selling Margin of a Typical Spirits Brand in Retail Channel that does not use Wholesalers 2012

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 1 Key New Product Developments 2012

MARKET INDICATORS

  • Table 9 Retail Consumer Expenditure on Alcoholic Drinks 2007-2012

MARKET DATA

  • Table 10 Sales of Alcoholic Drinks by Category: Total Volume 2007-2012
  • Table 11 Sales of Alcoholic Drinks by Category: Total Value 2007-2012
  • Table 12 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2007-2012
  • Table 13 Sales of Alcoholic Drinks by Category: % Total Value Growth 2007-2012
  • Table 14 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Volume 2012
  • Table 15 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Value 2012
  • Table 16 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Volume 2012
  • Table 17 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Value 2012
  • Table 18 GBO Company Shares of Alcoholic Drinks: % Total Volume 2008-2012
  • Table 19 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2007-2012
  • Table 20 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2012
  • Table 21 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
  • Table 22 Forecast Sales of Alcoholic Drinks by Category: Total Value 2012-2017
  • Table 23 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
  • Table 24 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 2 Research Sources

Alcoholic Drinks in Nigeria - Company Profiles

Consolidated Breweries Plc in Alcoholic Drinks (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Consolidated Breweries Plc: Key Facts
  • Summary 4 Consolidated Breweries Plc: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 5 Consolidated Breweries Plc: Competitive Position 2012

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

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 8 International Breweries Plc: Competitive Position 2012

Spronks Boisson Palais in Alcoholic Drinks (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Spronks Boisson Palais: Key Facts

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

Beer in Nigeria - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 10 Lager by Price Band 2012
  • Table 25 Number of Breweries 2007-2012

CATEGORY DATA

  • Table 26 Sales of Beer by Category: Total Volume 2007-2012
  • Table 27 Sales of Beer by Category: Total Value 2007-2012
  • Table 28 Sales of Beer by Category: % Total Volume Growth 2007-2012
  • Table 29 Sales of Beer by Category: % Total Value Growth 2007-2012
  • Table 30 Sales of Beer by On-trade vs Off-trade: Volume 2007-2012
  • Table 31 Sales of Beer by On-trade vs Off-trade: Value 2007-2012
  • Table 32 Sales of Beer by On-trade vs Off-trade: % Volume Growth 2007-2012
  • Table 33 Sales of Beer by On-trade vs Off-trade: % Value Growth 2007-2012
  • Table 34 GBO Company Shares of Beer: % Total Volume 2008-2012
  • Table 35 NBO Company Shares of Beer: % Total Volume 2008-2012
  • Table 36 LBN Brand Shares of Beer: % Total Volume 2009-2012
  • Table 37 Production, Imports and Exports of Beer: Total Volume 2007-2011
  • Table 38 Imports of Beer by Country of Origin: Total Volume 2007-2011
  • Table 39 Imports of Beer by Country of Origin: Total Value 2007-2011
  • Table 40 Exports of Beer by Country of Destination: Total Volume 2007-2011
  • Table 41 Exports of Beer by Country of Destination: Total Value 2007-2011
  • Table 42 Forecast Sales of Beer by Category: Total Volume 2012-2017
  • Table 43 Forecast Sales of Beer by Category: Total Value 2012-2017
  • Table 44 Forecast Sales of Beer by Category: % Total Volume Growth 2012-2017
  • Table 45 Forecast Sales of Beer by Category: % Total Value Growth 2012-2017

Cider/Perry in Nigeria - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 46 Sales of Cider/Perry: Total Volume 2012
  • Table 47 Sales of Cider/Perry: Total Value 2012
  • Table 48 Sales of Cider/Perry by On-trade vs Off-trade: Volume 2012
  • Table 49 Sales of Cider/Perry by On-trade vs Off-trade: Value 2012
  • Table 50 GBO Company Shares of Cider/Perry: % Total Volume 2008-2012
  • Table 51 NBO Company Shares of Cider/Perry: % Total Volume 2008-2012
  • Table 52 LBN Brand Shares of Cider/Perry: % Total Volume 2009-2012
  • Table 53 Production, Imports and Exports of Cider/Perry: Total Volume 2007-2011
  • Table 54 Imports of Cider/Perry by Country of Origin: Total Volume 2007-2011
  • Table 55 Imports of Cider/Perry by Country of Origin: Total Value 2007-2011
  • Table 56 Exports of Cider/Perry by Country of Destination: Total Volume 2007-2011
  • Table 57 Exports of Cider/Perry by Country of Destination: Total Value 2007-2011
  • Table 58 Forecast Sales of Cider/Perry: Total Volume 2012-2017
  • Table 59 Forecast Sales of Cider/Perry: Total Value 2012-2017
  • Table 60 Forecast Sales of Cider/Perry: % Total Volume Growth 2012-2017
  • Table 61 Forecast Sales of Cider/Perry: % Total Value Growth 2012-2017

RTDs/High-Strength Premixes in Nigeria - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 62 Sales of RTDS/High-strength Premixes by Category: Total Volume 2007-2012
  • Table 63 Sales of RTDS/High-strength Premixes by Category: Total Value 2007-2012
  • Table 64 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2007-2012
  • Table 65 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2007-2012
  • Table 66 Sales of RTDS/High-strength Premixes by On-trade vs Off-trade: Volume 2007-2012
  • Table 67 Sales of RTDS/High-strength Premixes by On-trade vs Off-trade: Value 2007-2012
  • Table 68 Sales of RTDS/High-strength Premixes by On-trade vs Off-trade: % Volume Growth 2007-2012
  • Table 69 Sales of RTDS/High-strength Premixes by On-trade vs Off-trade: % Value Growth 2007-2012
  • Table 70 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2008-2012
  • Table 71 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2008-2012
  • Table 72 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2009-2012
  • Table 73 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
  • Table 74 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
  • Table 75 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
  • Table 76 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017

Spirits in Nigeria - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 77 Sales of Spirits by Category: Total Volume 2007-2012
  • Table 78 Sales of Spirits by Category: Total Value 2007-2012
  • Table 79 Sales of Spirits by Category: % Total Volume Growth 2007-2012
  • Table 80 Sales of Spirits by Category: % Total Value Growth 2007-2012
  • Table 81 Sales of Spirits by On-trade vs Off-trade: Volume 2007-2012
  • Table 82 Sales of Spirits by On-trade vs Off-trade: Value 2007-2012
  • Table 83 Sales of Spirits by On-trade vs Off-trade: % Volume Growth 2007-2012
  • Table 84 Sales of Spirits by On-trade vs Off-trade: % Value Growth 2007-2012
  • Table 85 GBO Company Shares of Spirits: % Total Volume 2008-2012
  • Table 86 NBO Company Shares of Spirits: % Total Volume 2008-2012
  • Table 87 LBN Brand Shares of Spirits: % Total Volume 2009-2012
  • Table 88 Production, Imports and Exports of Spirits: Total Volume 2007-2011
  • Table 89 Imports of Spirits by Country of Origin: Total Volume 2007-2011
  • Table 90 Imports of Spirits by Country of Origin: Total Value 2007-2011
  • Table 91 Exports of Spirits by Country of Destination: Total Volume 2007-2011
  • Table 92 Exports of Spirits by Country of Destination: Total Value 2007-2011
  • Table 93 Production, Imports and Exports of Brandy & Cognac: Total Volume 2007-2011
  • Table 94 Production, Imports and Exports of Gin: Total Volume 2007-2011
  • Table 95 Production, Imports and Exports of Rum: Total Volume 2007-2011
  • Table 96 Production, Imports and Exports of Vodka: Total Volume 2007-2011
  • Table 97 Production, Imports and Exports of Whiskies: Total Volume 2007-2011
  • Table 98 Forecast Sales of Spirits by Category: Total Volume 2012-2017
  • Table 99 Forecast Sales of Spirits by Category: Total Value 2012-2017
  • Table 100 Forecast Sales of Spirits by Category: % Total Volume Growth 2012-2017
  • Table 101 Forecast Sales of Spirits by Category: % Total Value Growth 2012-2017

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 2007-2012
  • Table 103 Sales of Wine by Category: Total Value 2007-2012
  • Table 104 Sales of Wine by Category: % Total Volume Growth 2007-2012
  • Table 105 Sales of Wine by Category: % Total Value Growth 2007-2012
  • Table 106 Sales of Wine by On-trade vs Off-trade: Volume 2007-2012
  • Table 107 Sales of Wine by On-trade vs Off-trade: Value 2007-2012
  • Table 108 Sales of Wine by On-trade vs Off-trade: % Volume Growth 2007-2012
  • Table 109 Sales of Wine by On-trade vs Off-trade: % Value Growth 2007-2012
  • Table 110 Forecast Sales of Wine by Category: Total Volume 2012-2017
  • Table 111 Forecast Sales of Wine by Category: Total Value 2012-2017
  • Table 112 Forecast Sales of Wine by Category: % Total Volume Growth 2012-2017
  • Table 113 Forecast Sales of Wine by Category: % Total Value Growth 2012-2017

Segmentation

This market research report includes the following:

  • Alcoholic Drinks
    • Beer
      • Dark Beer
        • Lager
          • Premium Lager
            • Domestic Premium Lager
            • Imported Premium Lager
          • Standard Lager
            • Domestic Standard Lager
            • Imported Standard Lager
          • Economy Lager
            • Domestic Economy Lager
            • Imported Economy Lager
        • Lager by Origin
          • Domestic Lager
            • Domestic Premium Lager
            • Domestic Standard Lager
            • Domestic Economy Lager
          • Imported Lager
            • Imported Premium Lager
            • Imported Standard Lager
            • Imported Economy Lager
        • Low/Non- Alcohol Beer
          • Low Alcohol Beer
          • Non-Alcoholic 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
          • 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
        • Pricing
        • Exports by Country - Value
        • Exports by Country - Volume
        • Imports by Country - Value
        • Imports by Country - Volume
        • Off-trade vs On-trade
        • Products by Ingredient
        • 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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