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Country Report

Nigeria Flag Bottled Water in Nigeria

| Pages: 25

Price: US$900

About this Report

Executive Summary

TRENDS

  • Given the low access to safe drinking water and the hot weather in Nigeria, bottled water sales remained strong in the country. A high percentage of households in Nigeria, in both urban and rural areas, do not have access to safe drinking water (it is estimated that at least 50% of the population buy water daily). According to Euromonitor International data, the percentage of households with a water supply rose significantly to 30% in 2013, from 19.7% in 2008. However, even at 30%, this is a low proportion. The problem is further exacerbated by the pace of growth of urban areas; Lagos, for example, has grown from 8.55 million people in 2008 to 9.92 million in 2013. Local authorities struggle to provide services to households, with even the basic services being considered in need of repair. This means that in many households where there is a water supply, consumers believe that the quality of the tap water is not good enough for consumption. On the other hand, in places where there is a functioning public water system, the distribution channels tend not to be trusted to deliver safe drinking water and, in the case of privately-owned boreholes, the purification systems can often be ineffective. Furthermore, the hot weather and limited electricity system has contributed to the growth of bottled water, as many consumers buy chilled water from both off-trade and on-trade outlets. Nevertheless, given the limited incomes of the majority of consumers, the bottled water category is largely populated by small manufacturers who produce pouches of water, popularly called sachet water or pure water.

COMPETITIVE LANDSCAPE

  • The bottled water category in Nigeria is extremely fragmented, due to the numerous brands of pouch/sachet water and low-cost PET bottles. The leading branded operator in 2013 was Coca-Cola Nigeria Ltd, with a share of just 1% in off-trade volume terms (2% in off-trade value). Excluding pouch/sachet water, the company would have an off-trade volume share of at least 15%. Benefiting from the quality, reputation, distributional reach and marketing strength of its Coca-Cola brand range, the company has been able to position Eva water as a national premium brand. The brand’s distribution reach is built on the back of the Coca-Cola brand’s, thus wherever there is Coca-Cola (which has a 28% off-trade volume share of carbonates) there is also Eva. The company has successfully positioned Eva as the brand of choice in the minds of consumers, with the general perception being that it must be good if it is from Coca-Cola.

PROSPECTS

  • It is expected that total volume sales of bottled water will rise at a CAGR of 12% over the forecast period. This will be slightly slower than the 13% total volume CAGR of the review period, as bottled water has reached a degree of saturation and, despite a growing population, it is anticipated that the Nigerian Government will at least partially improve the provision of safe drinking water in some areas of the country, as well as improve the provision of electricity. Euromonitor International estimates that by 2018, 41.9% of all households in the country will have a main water supply. However, population is also likely to increase by another 23 million to 193 million, which will continue to put pressure on supply as boost sales of sachet water. In addition, the Nigerian government is also likely to become more stringent to control manufacturers operating illegally in the country.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bottled Water 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 Bottled Water industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bottled Water 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  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bottled Water in Nigeria?
  • What are the major brands in Nigeria?
  • How important is the direct selling method of distribution in Nigeria for bottled water sales?
  • What impact have environmental issues (such as sustainable packaging) had on consumer attitudes, category volumes, packaging formulations and/or product innovation in Nigeria?

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 Soft Drinks market research database.

Table of Contents

Bottled Water in Nigeria - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Institutional Bottled Water Sales

  • Table 1 Sales of Bottled Water to Institutional Channels 2008-2013
  • Table 2 Off-trade Sales of Bottled Water by Category: Volume 2008-2013
  • Table 3 Off-trade Sales of Bottled Water by Category: Value 2008-2013
  • Table 4 Off-trade Sales of Bottled Water by Category: % Volume Growth 2008-2013
  • Table 5 Off-trade Sales of Bottled Water by Category: % Value Growth 2008-2013
  • Table 6 NBO Company Shares of Off-trade Bottled Water: % Volume 2009-2013
  • Table 7 LBN Brand Shares of Off-trade Bottled Water: % Volume 2010-2013
  • Table 8 NBO Company Shares of Off-trade Bottled Water: % Value 2009-2013
  • Table 9 LBN Brand Shares of Off-trade Bottled Water: % Value 2010-2013
  • Table 10 Forecast Off-trade Sales of Bottled Water by Category: Volume 2013-2018
  • Table 11 Forecast Off-trade Sales of Bottled Water by Category: Value 2013-2018
  • Table 12 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
  • Table 13 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018

Bottled Water in Nigeria - Company Profiles

Dansa Foods Ltd in Soft Drinks (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Dansa Foods Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 2 Dansa Foods Ltd: Competitive Position 2013

Soft Drinks in Nigeria - Industry Context

EXECUTIVE SUMMARY

Bottled water leads soft drinks sales in Nigeria

All soft drinks categories bounce back in 2013, following weak 2012 performance

La Casera leads the challenge to Coca-Cola’s dominance

Off-trade outlets dominate volume sales but fast food channels are growing

Strong forecast period growth expected

MARKET DATA

  • Table 14 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
  • Table 15 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
  • Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
  • Table 17 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
  • Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2013
  • Table 19 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2013
  • Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2013
  • Table 21 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2013
  • Table 22 Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2008-2013
  • Table 23 Off-trade Sales of Soft Drinks (as sold) by Category: % Volume Growth 2008-2013
  • Table 24 Off-trade Sales of Soft Drinks by Category: Value 2008-2013
  • Table 25 Off-trade Sales of Soft Drinks by Category: % Value Growth 2008-2013
  • Table 26 NBO Company Shares of Off-trade Soft Drinks (as sold): % Volume 2009-2013
  • Table 27 LBN Brand Shares of Off-trade Soft Drinks (as sold): % Volume 2010-2013
  • Table 28 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2009-2013
  • Table 29 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2010-2013
  • Table 30 NBO Company Shares of Off-trade Soft Drinks: % Value 2009-2013
  • Table 31 LBN Brand Shares of Off-trade Soft Drinks: % Value 2010-2013
  • Table 32 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2013
  • Table 33 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2013-2018
  • Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2013-2018
  • Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
  • Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
  • Table 37 Forecast Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2013-2018
  • Table 38 Forecast Off-trade Sales of Soft Drinks (as sold) by Category: % Volume Growth 2013-2018
  • Table 39 Forecast Off-trade Sales of Soft Drinks by Category: Value 2013-2018
  • Table 40 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018

SOURCES

  • Summary 3 Research Sources

Segmentation

This market research report includes the following:

  • Bottled Water
    • Carbonated Bottled Water
    • Flavoured Bottled Water
    • Functional Bottled Water
    • Still Bottled Water

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
  • Off-trade vs On-trade

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Foodservice value retail selling price % growth
  • Foodservice value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Foodservice 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
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Foodservice value manufacturer selling price % growth
  • Foodservice value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Foodservice 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
  • Retail rtd volume
  • Retail rtd volume % growth
  • Retail rtd volume per capita
  • Foodservice rtd volume
  • Foodservice rtd volume % growth
  • Foodservice rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Fountain on-trade volume through c-store
  • Fountain on-trade volume through c-store % growth
  • Fountain on-trade volume through c-store per capita
  • Fountain on-trade volume through foodservice
  • Fountain on-trade volume through foodservice % growth
  • Fountain on-trade volume through foodservice per capita
  • Total fountain on-trade volume
  • Total fountain on-trade volume % growth
  • Total fountain on-trade volume per capita

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