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Country Report

Nigeria Flag Confectionery in Nigeria

| Pages: 61

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • In 2014 chocolate confectionery is expected to continue to see amongst the best growth within packaged food in Nigeria. Sales in this category were driven predominantly by modernisation, given the growing number of supermarkets and independent small grocers in which Western-style goods are displayed on shelves. Furthermore, the introduction of cheaper variants of chocolate confectionery from Asia and Europe into the market also helped to drive up value sales. Consumers in Nigeria are also gradually shifting from sugar confectionery to chocolate confectionery, as the prices are becoming more affordable, and products more widely available; even sugar confectionery and biscuits also increasingly use chocolate flavours. The growing population of Nigerians seeking novel tastes has opened up potential for growth, but lowering prices was the key growth driver. Alongside this, the growing population of expatriates in the country offers a steady consumer base.

COMPETITIVE LANDSCAPE

  • Chocolate confectionery in Nigeria is a competitive category; expected to be led by Cadbury with a 26% retail value share in 2014. The company has a long-standing presence in Nigeria, with visibility and buoyancy in the Nigerian market. However, its popularity in this category is largely due to the import of many of its popular foreign brands, frequently by third parties. Brands such as Cadbury’s Dairy Milk, Cadbury’s Flake and Cadbury’s Roses are widely available in supermarkets and independent small grocers. Cadbury’s Dairy Milk in particular is a tablet with a wide range of flavours and ingredients, from plain chocolate to fruit and nuts, and thus attracts a wide variety of consumers. The brand’s prominence in markets such as the UK also gives it strong brand equity amongst travelling consumers (many of whom travel to the UK), who buy it as a gift on returning to Nigeria, increasing its recognisability amongst Nigerians.

PROSPECTS

  • The most important trend expected in chocolate confectionery over the forecast period is the likely growth of domestic production and the involvement of local companies (often in partnership with overseas players). Whilst over the review period the major local producer of chocolate confectionery, Cadbury, stopped local production of the Eclairs and Richocho brands due to severe price challenges in manufacturing in Nigeria, producers are now more upbeat about the potential for production within the major raw cocoa producing country that is Nigeria. The current Nigerian administration says it is increasing cocoa production yields to enable Nigeria to increase its export earnings, but even more significantly (given the potential for job creation, for example) is that local producers are beginning to launch facilities for the production of chocolate bars. One such company is Multi Trex, which already produces chocolate products for use in other confectionery products, such as sugar confectionery, but now aims to produce chocolate bars. Nigeria can follow the example of Ghana, another major raw cocoa producer, which already has strong local producers which compete well with international players.

Gum

TRENDS

  • Gum is expected to continue to see a positive performance in 2014, with 8% growth in retail current value terms. This good performance can largely be credited to the introduction of foreign brands with new flavours and enhanced visibility on shelves in supermarkets, independent small grocers, night-life channels and street/traffic channels. In particular, manufacturers have stepped up marketing activities, as well as improved distribution, to counter the trend in the last five years, whereby gum consumers were moving to other confectionery products, such as sugar confectionery; particularly children. William Wrigley Jr, for example, launched point-of-sale labelling and kiosk branding for the Wrigley’s brand, ensuring that the brand’s visibility increased. It is also targeting the adult market, since children are finding other confectionery products more appealing.

COMPETITIVE LANDSCAPE

  • William Wrigley Jr is expected to be the leading player in gum in 2014, with a value share of 45%, due to its wide range of well-known brands and wide availability in retail outlets. Local competitors, such as A & P Foods, or brands imported into Nigeria, such as Superstar, do not have the range of brands to match William Wrigley Jr.

PROSPECTS

  • Gum is expected to see a negative value CAGR of 1% at constant 2014 prices over the forecast period, but to see an increase in volume terms, with a CAGR of 2%. Volume sales will benefit from population growth, particularly amongst the younger population, whilst the increasing availability of low volume brands, either from Asia or locally manufactured, will depress prices in value terms at constant 2014 prices, leading to a decline in retail value terms.

Sugar Confectionery

TRENDS

  • Sugar confectionery continues to benefit from population growth, which has ensured a steady stream of new consumers helping to grow the category in both volume and value terms. Demand is particularly strong amongst children, who have a higher population growth rate. There is also a strong adult consumer base thanks to medicated confectionery; these products are used to soothe coughs and freshen breath. Furthermore, as the category becomes more competitive, producers are also stepping up their marketing activities through rebranding products in more attractive packaging, running aggressive advertising and offering discounted sales. Every year sees a strong mix of new diverse flavours, colourful packaging and imported products.

COMPETITIVE LANDSCAPE

  • Sugar confectionery is expected to be led by Cadbury Nigeria in 2014, with a value share of 34%. Its strength is largely due to its strong leadership of the large medicated confectionery category, in which its Tom Tom brand is ever-present across the country. The company’s strong distribution network, built over its many years in the country, is also a key factor in its leadership of sugar confectionery.

PROSPECTS

  • Sugar confectionery is expected to increase by a volume CAGR of 3% in the forecast period, due to strong population growth, particularly amongst the young higher-income group, as well as increased activity from local manufacturers, which are introducing cheaper products and a wide diversity of brands. This will be tempered by rising health concerns amongst an increasingly educated middle-class, with competition from other categories, such as chocolate confectionery and bakery products, which provide alternatives which are considered to be healthier. With manufacturers keeping price increases low in order to encourage volume sales in the face of the competition from substitute products, a negligible value CAGR is expected at constant 2014 prices over the forecast period.

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Overview

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

The Confectionery 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 Confectionery in Nigeria?
  • What are the major brands in Nigeria?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

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 Packaged Food market research database.

Table of Contents

Confectionery in Nigeria - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2009-2014
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2009-2014
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2009-2014
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2010-2014
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2011-2014
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2014-2019
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019
  • Summary 1 Other Chocolate Confectionery: Product Types

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2009-2014
  • Table 14 Sales of Gum by Category: Value 2009-2014
  • Table 15 Sales of Gum by Category: % Volume Growth 2009-2014
  • Table 16 Sales of Gum by Category: % Value Growth 2009-2014
  • Table 17 NBO Company Shares of Gum: % Value 2010-2014
  • Table 18 LBN Brand Shares of Gum: % Value 2011-2014
  • Table 19 Distribution of Gum by Format: % Value 2009-2014
  • Table 20 Forecast Sales of Gum by Category: Volume 2014-2019
  • Table 21 Forecast Sales of Gum by Category: Value 2014-2019
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2014-2019
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2014-2019

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Sugar Confectionery by Category: Volume 2009-2014
  • Table 25 Sales of Sugar Confectionery by Category: Value 2009-2014
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2009-2014
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2009-2014
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2009-2014
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2010-2014
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2011-2014
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2009-2014
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2014-2019
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2014-2019
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2014-2019

Packaged Food in Nigeria - Industry Context

EXECUTIVE SUMMARY

Packaged food continues to perform well in Nigeria

Modern retail, modern tastes: Key drivers of growth in packaged food

Packaged food is a very competitive market in Nigeria

Traditional retail is giving way to modern retail

Far from mature, packaged food has plenty of scope to grow in Nigeria

FOODSERVICE - KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INDULGENCE PRODUCTS - KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS - KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 51 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES - KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 61 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 71 Sales of Packaged Food by Category: Value 2009-2014
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 74 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 75 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 77 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 78 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 79 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 80 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 81 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 2 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

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
  • Products by Ingredient

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 volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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