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Country Report

Nigeria Flag Alcoholic Drinks in Nigeria

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

2013 not a great year for alcoholic drinks in Nigeria

The alcoholic drinks market is slowly recovering from a very bad year in 2012, which saw beer (the dominant category) volume sales growth drop strongly compared to the preceding five years. Even wine (a very fast growth category) and spirits saw sales drop, although RTDs and non/low alcohol beer posted strong growth during the year. 2013 thus saw growth improvement, though not to the level seen over the review period, as the market remains quite challenging due to high inflation which limits consumer spending power, whilst production costs remain quite high pushing prices up, therefore having a negative impact on volume sales.

Lager consumers move to economy lagers during the year

Partly because of price considerations, the market saw a strong shift to economy brands in 2013. Such brands are generally regional, i.e. sold only in certain regions and not nationally. The big players have all concentrated efforts within this category. Heineken NV’s subsidiary companies own 33 Export and Goldberg, leading brands in this category, whilst Diageo Plc (Guinness Nigeria) has taken on a south-west brand called Dubic. Most interesting is SABMiller Plc’s acquisition of the major South-West brand, Trophy, which is highly reputable in this region with a population over 40 million people The brand now has a small but growing presence in Lagos, and it has high potential to grab market share in this, the biggest beer market in Nigeria. In fact, it is SABMiller’s entry to the market that has pushed the major players to channel resources into competing at the low-end since the company is focusing its own resources in this category.

SABMiller Plc toughens the competition

Although the big two – Heineken NV (largely through Nigerian Breweries Plc among other subsidiaries in Nigeria) and Diageo Plc (through Guinness Nigeria Plc) – continue to dominate the market, through their ownership of key beer brands (and spirits brands in the case of Guinness Nigeria Plc), SAB Miller Plc was the best gainer in share in 2013, with a strong increase, due to its introduction of Hero Lager and expansion of the Trophy brand.

On-trade channels lead sales but off-trade is doing well in modern channels

In Nigeria, people drink mainly in groups, mostly with friends and associates, as a social activity. Hence, on-trade accounts for the bulk of retail beer sales in the country even as beer remains the largest category of alcoholic drinks consumption. Spirits and wine are sold mostly in supermarkets, grocery retailers and open markets, as such, alcoholic drinks are mostly consumed at home and at social events as a means of entertaining guest. Modern retail outlets, such as supermarkets and hypermarkets, are however, encouraging growth of sales through the off-trade as their prices for beer are generally cheaper (due to bulk buying) and they also have a wider range of spirits and wine than elsewhere.

Strong growth expected over the forecast period

Despite the relatively poor performance in 2012 and 2013, it is expected that the alcoholic drinks market will see a strong growth rate over the forecast period. As the population within the drinking age bracket increases, and the economy is expected to perform well, helping to grow disposable income, it is expected that demand for alcoholic drinks will also increase. Furthermore, activities of market players such as advertising, new products and other promotional activities will also create an expanding market. The market will also benefit from national elections in 2015, as demand generally soars during such periods.

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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

2013 not a great year for alcoholic drinks in Nigeria

Lager consumers move to economy lagers during the year

SABMiller Plc toughens the competition

Strong growth expected over the forecast period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 1 Taxation and Duty Levies on Alcoholic Drinks 2013
  • Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2013
  • Table 3 Selling Margin of a Typical Beer Brand in Retail Channel that uses Wholesalers 2013
  • Table 4 Selling Margin of a Typical Beer Brand in Retail Channel that does not use Wholesalers 2013
  • Table 5 Selling Margin of a Typical Wine Brand in Retail Channel that uses Wholesalers 2013
  • Table 6 Selling Margin of a Typical Wine Brand in Retail Channel that does not use Wholesalers 2013
  • Table 7 Selling Margin of a Typical Spirits Brand in Retail Channel that uses Wholesalers 2013
  • Table 8 Selling Margin of a Typical Spirits Brand in Retail Channel that does not use Wholesalers 2013

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 1 Key New Product Developments 2012-2013

MARKET INDICATORS

  • Table 9 Retail Consumer Expenditure on Alcoholic Drinks 2008-2013

MARKET DATA

  • Table 10 Sales of Alcoholic Drinks by Category: Total Volume 2008-2013
  • Table 11 Sales of Alcoholic Drinks by Category: Total Value 2008-2013
  • Table 12 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2008-2013
  • Table 13 Sales of Alcoholic Drinks by Category: % Total Value Growth 2008-2013
  • Table 14 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2013
  • Table 15 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2013
  • Table 16 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2013
  • Table 17 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2013
  • Table 18 GBO Company Shares of Alcoholic Drinks: % Total Volume 2009-2013
  • Table 19 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2008-2013
  • Table 20 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2013
  • Table 21 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
  • Table 22 Forecast Sales of Alcoholic Drinks by Category: Total Value 2013-2018
  • Table 23 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
  • Table 24 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018

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 2013

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 2013

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

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 Nigerian Breweries Plc: Competitive Position 2013

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 2013
  • Table 25 Number of Breweries 2008-2013

CATEGORY DATA

  • Table 26 Sales of Beer by Category: Total Volume 2008-2013
  • Table 27 Sales of Beer by Category: Total Value 2008-2013
  • Table 28 Sales of Beer by Category: % Total Volume Growth 2008-2013
  • Table 29 Sales of Beer by Category: % Total Value Growth 2008-2013
  • Table 30 Sales of Beer by Off-trade vs On-trade: Volume 2008-2013
  • Table 31 Sales of Beer by Off-trade vs On-trade: Value 2008-2013
  • Table 32 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 33 Sales of Beer by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 34 GBO Company Shares of Beer: % Total Volume 2009-2013
  • Table 35 NBO Company Shares of Beer: % Total Volume 2009-2013
  • Table 36 LBN Brand Shares of Beer: % Total Volume 2010-2013
  • Table 37 Production, Imports and Exports of Beer: Total Volume 2007-2012
  • Table 38 Imports of Beer by Country of Origin: Total Volume 2007-2012
  • Table 39 Imports of Beer by Country of Origin: Total Value 2007-2012
  • Table 40 Exports of Beer by Country of Destination: Total Volume 2007-2012
  • Table 41 Forecast Sales of Beer by Category: Total Volume 2013-2018
  • Table 42 Forecast Sales of Beer by Category: Total Value 2013-2018
  • Table 43 Forecast Sales of Beer by Category: % Total Volume Growth 2013-2018
  • Table 44 Forecast Sales of Beer by Category: % Total Value Growth 2013-2018

Cider/Perry in Nigeria - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 45 Sales of Cider/Perry: Total Volume 2012-2013
  • Table 46 Sales of Cider/Perry: Total Value 2012-2013
  • Table 47 Sales of Cider/Perry: % Total Volume Growth 2012-2013
  • Table 48 Sales of Cider/Perry: % Total Value Growth 2012-2013
  • Table 49 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2013
  • Table 50 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2013
  • Table 51 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2013
  • Table 52 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2013
  • Table 53 GBO Company Shares of Cider/Perry: % Total Volume 2009-2013
  • Table 54 NBO Company Shares of Cider/Perry: % Total Volume 2009-2013
  • Table 55 LBN Brand Shares of Cider/Perry: % Total Volume 2010-2013
  • Table 56 Forecast Sales of Cider/Perry: Total Volume 2013-2018
  • Table 57 Forecast Sales of Cider/Perry: Total Value 2013-2018
  • Table 58 Forecast Sales of Cider/Perry: % Total Volume Growth 2013-2018
  • Table 59 Forecast Sales of Cider/Perry: % Total Value Growth 2013-2018

RTDs/High-Strength Premixes in Nigeria - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 60 Sales of RTDS/High-strength Premixes by Category: Total Volume 2008-2013
  • Table 61 Sales of RTDS/High-strength Premixes by Category: Total Value 2008-2013
  • Table 62 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2008-2013
  • Table 63 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2008-2013
  • Table 64 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2008-2013
  • Table 65 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2008-2013
  • Table 66 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 67 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 68 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2009-2013
  • Table 69 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2009-2013
  • Table 70 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2010-2013
  • Table 71 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2013-2018
  • Table 72 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2013-2018
  • Table 73 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2013-2018
  • Table 74 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2013-2018

Spirits in Nigeria - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 75 Sales of Spirits by Category: Total Volume 2008-2013
  • Table 76 Sales of Spirits by Category: Total Value 2008-2013
  • Table 77 Sales of Spirits by Category: % Total Volume Growth 2008-2013
  • Table 78 Sales of Spirits by Category: % Total Value Growth 2008-2013
  • Table 79 Sales of Spirits by Off-trade vs On-trade: Volume 2008-2013
  • Table 80 Sales of Spirits by Off-trade vs On-trade: Value 2008-2013
  • Table 81 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 82 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 83 GBO Company Shares of Spirits: % Total Volume 2009-2013
  • Table 84 NBO Company Shares of Spirits: % Total Volume 2009-2013
  • Table 85 LBN Brand Shares of Spirits: % Total Volume 2010-2013
  • Table 86 Production, Imports and Exports of Whiskies: Total Volume 2007-2012
  • Table 87 Production, Imports and Exports of Vodka: Total Volume 2007-2012
  • Table 88 Forecast Sales of Spirits by Category: Total Volume 2013-2018
  • Table 89 Forecast Sales of Spirits by Category: Total Value 2013-2018
  • Table 90 Forecast Sales of Spirits by Category: % Total Volume Growth 2013-2018
  • Table 91 Forecast Sales of Spirits by Category: % Total Value Growth 2013-2018

Wine in Nigeria - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 92 Sales of Wine by Category: Total Volume 2008-2013
  • Table 93 Sales of Wine by Category: Total Value 2008-2013
  • Table 94 Sales of Wine by Category: % Total Volume Growth 2008-2013
  • Table 95 Sales of Wine by Category: % Total Value Growth 2008-2013
  • Table 96 Sales of Wine by Off-trade vs On-trade: Volume 2008-2013
  • Table 97 Sales of Wine by Off-trade vs On-trade: Value 2008-2013
  • Table 98 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 99 Sales of Wine by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 100 Forecast Sales of Wine by Category: Total Volume 2013-2018
  • Table 101 Forecast Sales of Wine by Category: Total Value 2013-2018
  • Table 102 Forecast Sales of Wine by Category: % Total Volume Growth 2013-2018
  • Table 103 Forecast Sales of Wine by Category: % Total Value Growth 2013-2018

Segmentation

This market research report includes the following:

  • Alcoholic Drinks
    • Beer
      • Dark 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
          • Standard 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
          • 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 - 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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