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Country Report

Nigeria Flag Confectionery in Nigeria

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • The increase in the expatriate population (in line with increasing Foreign Direct Investment and use of expatriates for booming construction work, etc.) and the growth of modern retail channels such as supermarkets and hypermarkets are key factors driving the quite strong growth of chocolate confectionery in Nigeria. The growth of modern grocery retail, in terms of bigger supermarkets/hypermarkets, as well as smaller independent small grocers that mimic supermarkets in terms of products on offer, is also a factor driving growth, as availability and visibility of products has increased. During 2015, major manufacturers increased visibility further through marketing activities: of note was the use of Snickers-branded chocolate coolers at independent small grocers and smaller supermarkets, which is quite important in Nigeria since the hot weather makes it necessary to keep chocolates cool rather than simply on shelves.

COMPETITIVE LANDSCAPE

  • Mars Inc has a strong lead in the category with a 33% retail value share in 2014, rising to 35% in 2015. The company benefits from the popularity of its wide range of brands among consumers such as Mars, Snickers, Bounty, Twix, and Maltesers. Being generally affordable and widely distributed, the brands have succeeded in gaining market share.

PROSPECTS

  • Over the forecast period, chocolate confectionery is expected to record a value CAGR of 9% at constant 2015 prices as chocolate demand continues to grow in line with an increase in the number of expatriates, middle class population growth, and the growth of modern retail channels. It may be expected after decades of poor power supply that electricity supply from the government would improve, which would be a boost to sales as more outlets increase their ability to stock chocolate products at a lower cost.

Gum

TRENDS

  • Gum saw current value growth of 11% in 2015, reflecting continued improvement in a category which was growing slowly earlier in the review period and over the last ten years. It was previously losing popularity to other newer and more available products in sugar and chocolate confectionery. Younger consumers were more interested in the newer types of sugar confectionery than in chewing gum, and it was becoming almost the preserve of older consumers, many of whom were converting to mints or medicated confectionery. But, in the last five years, the category has been reinvigorated through an increasing range of brands, both imported and local, with higher visibility in retail outlets and traffic channels. In 2014 and 2015, the key activity came from the leader, Wrigley Jr Co, William, which had been losing share earlier in the review period. It increased its advertising, particularly at point of sale, and launched a novel single unit gum, extending its affordability to lower-income consumers.

COMPETITIVE LANDSCAPE

  • Wrigley Jr Co, William was the leading player in the category in 2014 with a value share of 46%. The company also increased its share to 47% in 2015 due to its wide range of well-known brands and wide availability in retail outlets. Its aggressive increase in marketing, such as point-of-sale labelling and kiosk branding for the Wrigley’s brand, as well as the launch of single unit packs (sold for NGN5 only), ensured that the brand’s visibility increased.

PROSPECTS

  • By the end of the forecast period, gum is expected to grow by a value CAGR of 1% at constant 2015 prices, which is better than its performance over the review period. Its improved performance will be driven by the introduction of new cheaper products and intense marketing and wider distribution by manufacturers and importers.

Sugar Confectionery

TRENDS

  • The market size of sugar confectionery increased well in current value terms in 2015, driven by increased marketing activities supporting a strong range of brands which had been introduced over the review period. Population growth is driving growth alongside low price, the attractive packaging of brands, and increased visibility in retail outlets.

COMPETITIVE LANDSCAPE

  • The leading company in sugar confectionery is Sweetco Foods Ltd, with a 39% value share in 2015. It has a wide range of brands across lollipops and boiled sweets which are well distributed nationally, and its Milkose brand is the leading brand in the category.

PROSPECTS

  • In value terms at constant 2015 prices, forecast growth for sugar confectionery at 1% will be stronger than the comparative review period growth despite increased competition from other impulse/indulgence foods, such as sweet/savoury snacks and chocolate confectionery. This will be driven by continued growth among children and young persons, as well as increased activity from local manufacturers, which are introducing cheaper products and a wide diversity of brands.

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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 2010-2015
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2010-2015
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2010-2015
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2010-2015
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2011-2015
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2012-2015
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2010-2015
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2015-2020
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2015-2020
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2015-2020
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2015-2020
  • Summary 1 Other Chocolate Confectionery: Product Types

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2010-2015
  • Table 14 Sales of Gum by Category: Value 2010-2015
  • Table 15 Sales of Gum by Category: % Volume Growth 2010-2015
  • Table 16 Sales of Gum by Category: % Value Growth 2010-2015
  • Table 17 NBO Company Shares of Gum: % Value 2011-2015
  • Table 18 LBN Brand Shares of Gum: % Value 2012-2015
  • Table 19 Distribution of Gum by Format: % Value 2010-2015
  • Table 20 Forecast Sales of Gum by Category: Volume 2015-2020
  • Table 21 Forecast Sales of Gum by Category: Value 2015-2020
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2015-2020
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2015-2020

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Sugar Confectionery by Category: Volume 2010-2015
  • Table 25 Sales of Sugar Confectionery by Category: Value 2010-2015
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2010-2015
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2010-2015
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2010-2015
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2011-2015
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2012-2015
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2010-2015
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2015-2020
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2015-2020
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2015-2020
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2015-2020

Packaged Food in Nigeria - Industry Context

EXECUTIVE SUMMARY

Packaged food is one of the best-performing industries in Nigeria

Negative impact in 2015 from a poor economy

Local companies are competing well against multinationals

Traditional retail still dominates distribution although modern retail is growing

Positive forecast period sales growth expected

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive landscape

Prospects

CATEGORY DATA

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020

MARKET DATA

  • Table 40 Sales of Packaged Food by Category: Volume 2010-2015
  • Table 41 Sales of Packaged Food by Category: Value 2010-2015
  • Table 42 Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 43 Sales of Packaged Food by Category: % Value Growth 2010-2015
  • Table 44 GBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 45 NBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 46 LBN Brand Shares of Packaged Food: % Value 2012-2015
  • Table 47 Distribution of Packaged Food by Format: % Value 2010-2015
  • Table 48 Distribution of Packaged Food by Format and Category: % Value 2015
  • Table 49 Forecast Sales of Packaged Food by Category: Volume 2015-2020
  • Table 50 Forecast Sales of Packaged Food by Category: Value 2015-2020
  • Table 51 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
  • Table 52 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020

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 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
  • Analysis by Type
  • Pricing
  • 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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