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Country Report

Nigeria Flag Coffee in Nigeria

| Pages: 16

Price: US$990

About this Report

Executive Summary

TRENDS

  • Coffee is not considered a traditional Nigerian drink, but more of a Western drink. However, consumption is on the rise in Nigeria, as the working environment becomes more and more formal and adopts Western practices. It is therefore becoming a major source of refreshment among workers and is used in entertaining guests in most formal work places. It is generally believed that the caffeine content in coffee helps mental alertness and can prevent sleep. With this in mind, many students also rely on coffee to keep them awake and alert in the course of their studies. The dominant player in coffee, Nestlé Nigeria Plc, has also been at the forefront of marketing activities to help make coffee more popular in Nigeria. For example, it has sponsored advertisements in the media, such as on cinema screens, to argue that coffee is likely to be beneficial to health (because of antioxidants). This aims to counter the negative views many Nigerians have about caffeine. The company’s mobile coffee vendors can be seen on the streets of most Nigerian cities, and these have also helped in popularising coffee in Nigeria. The high rate of Nigerians returning, who have lived abroad in coffee-loving countries, as well as the large number of expatriates in Nigeria, has also contributed well to the growth of coffee. Off-trade volume growth in 2014 was therefore stronger than the average growth recorded over the review period.

COMPETITIVE LANDSCAPE

  • Nestlé Nigeria Plc continues to dominate total volume coffee sales thanks to its Nescafé brand. In 2014, Nescafé held an off-trade volume share of 80% in coffee overall and an 81% off-trade volume share in instant coffee. The company’s flagship brand is manufactured in the Ivory Coast and is distributed to other parts of West Africa. Nescafé continues to benefit from its well-known brand name, wide distribution, and widespread availability.

PROSPECTS

  • In total volume terms, coffee is expected to increase at a CAGR of 5% over the forecast period. This will likely be driven by the increasing penetration of coffee, particularly 3-in-1 instant coffee and fresh coffee. This is based on the increasing number of Nigerians working in formal environments who are adopting Western habits, such as drinking coffee, as well as the increasing number of Nigerians returning to the country and expatriates arriving. Nevertheless, forecast volume growth is expected to be slightly slower than the review period average, as growth is stabilising from the highs of the review period.

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Overview

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

The Coffee 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 Coffee in Nigeria?
  • What are the major brands in Nigeria?
  • How significant is vending in coffee distribution?
  • How does the increasing number of speciality coffee shops impact retail sales of coffee?
  • How are coffee pods performing 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 Hot Drinks market research database.

Table of Contents

Coffee in Nigeria - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Retail Sales of Coffee by Category: Volume 2009-2014
  • Table 2 Retail Sales of Coffee by Category: Value 2009-2014
  • Table 3 Retail Sales of Coffee by Category: % Volume Growth 2009-2014
  • Table 4 Retail Sales of Coffee by Category: % Value Growth 2009-2014
  • Table 5 Retail Sales of Instant Coffee by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Coffee: % Retail Value 2010-2014
  • Table 7 LBN Brand Shares of Coffee: % Retail Value 2011-2014
  • Table 8 Forecast Retail Sales of Coffee by Category: Volume 2014-2019
  • Table 9 Forecast Retail Sales of Coffee by Category: Value 2014-2019
  • Table 10 Forecast Retail Sales of Coffee by Category: % Volume Growth 2014-2019
  • Table 11 Forecast Retail Sales of Coffee by Category: % Value Growth 2014-2019

Hot Drinks in Nigeria - Industry Context

EXECUTIVE SUMMARY

Hot drinks in Nigeria is growing steadily

New types of products and packaging helps to maintain interest

Multinationals dominate hot drinks with Promasidor Nigeria the best performer

Independent small grocers still dominate despite rise of modern grocery retailers

Hot Drinks will continue to grow steadily

MARKET DATA

  • Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2009-2014
  • Table 13 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2009-2014
  • Table 14 Retail Sales of Hot Drinks by Category: Volume 2009-2014
  • Table 15 Retail Sales of Hot Drinks by Category: Value 2009-2014
  • Table 16 Retail Sales of Hot Drinks by Category: % Volume Growth 2009-2014
  • Table 17 Retail Sales of Hot Drinks by Category: % Value Growth 2009-2014
  • Table 18 Foodservice Sales of Hot Drinks by Category: Volume 2009-2014
  • Table 19 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2009-2014
  • Table 20 Total Sales of Hot Drinks by Category: Total Volume 2009-2014
  • Table 21 Total Sales of Hot Drinks by Category: % Total Volume Growth 2009-2014
  • Table 22 NBO Company Shares of Hot Drinks: % Retail Value 2010-2014
  • Table 23 LBN Brand Shares of Hot Drinks: % Retail Value 2011-2014
  • Table 24 Retail Distribution of Hot Drinks by Format: % Volume 2009-2014
  • Table 25 Retail Distribution of Hot Drinks by Format and Category: % Volume 2014
  • Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2014-2019
  • Table 27 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2014-2019
  • Table 28 Forecast Retail Sales of Hot Drinks by Category: Volume 2014-2019
  • Table 29 Forecast Retail Sales of Hot Drinks by Category: Value 2014-2019
  • Table 30 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2014-2019
  • Table 31 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2014-2019
  • Table 32 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2014-2019
  • Table 33 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2014-2019
  • Table 34 Forecast Total Sales of Hot Drinks by Category: Total Volume 2014-2019
  • Table 35 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2014-2019

APPENDIX

Production/import/export data

  • Table 36 Production/Imports/Exports/Apparent Consumption of Hot Drinks by Category2009-2014

SOURCES

  • Summary 1 Research Sources

Segmentation

This market research report includes the following:

  • Coffee
    • Fresh Coffee
      • Fresh Coffee Beans
      • Fresh Ground Coffee
        • Fresh Ground Coffee Pods
        • Standard Fresh Ground Coffee
    • Instant Coffee
      • Instant Decaffeinated Coffee
      • Instant Standard Coffee

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
  • Analysis by Type
  • 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
  • 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
  • Retail cups volume
  • Retail cups volume % growth
  • Retail cups volume per capita
  • Foodservice cups volume
  • Foodservice cups volume % growth
  • Foodservice cups volume per capita
  • Total cups volume
  • Total cups volume % growth
  • Total cups volume per capita
  • Retail brewed volume
  • Retail brewed volume % growth
  • Retail brewed volume per capita
  • Foodservice brewed volume
  • Foodservice brewed volume % growth
  • Foodservice brewed volume per capita
  • Total brewed volume
  • Total brewed volume % growth
  • Total brewed volume per capita

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