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Country Report

Fruit/Vegetable Juice in Nigeria

Price: US$900

About this Report

Executive Summary

TRENDS

  • Growth in total fruit/vegetable juice volume sales in 2012 was down slightly on 2011. This was mainly due to the dramatic increase in fuel prices at the start of the year, which decreased consumer spending power. Nonetheless, growth in total volume sales remained robust overall, surpassing the CAGR for the entire review period. Strong growth in fruit/vegetable juice consumption was sustained by rising health awareness among Nigerians. In particular, better education about nutrition and the risk factors associated with conditions like diabetes, obesity and hypertension led more consumers to favour fruit/vegetable juice over carbonates. Similarly, as busier lifestyles left consumers with less time to prepare nutritionally balanced meals at home, fruit/vegetable juice products were increasingly perceived as a convenient way of ensuring an adequate intake of essential vitamins and minerals. Rising disposable incomes also bolstered growth in total volume sales, as did new launches and marketing activities that sought to tap into the health and wellness trend. Due to price hikes driven by rising fuel costs and other inflationary pressures, growth in total fruit/vegetable juice current value sales in 2012 equalled that recorded in 2011, and exceeded the 5-year average.

COMPETITIVE LANDSCAPE

  • Chi Nigeria Ltd remained the overall leader in fruit/vegetable juice in 2012 with an off-trade volume share of 45%. The company’s leadership was mainly due to the enduring popularity of its Chi brand, though it also offered the Capri-Sonne brand. Present in Nigeria for more than 30 years, the Chi brand is competitively priced, heavily promoted and widely distributed. The main marketing strategy for Chi is to appeal to the patriotism of Nigerian consumers and encourage them to support the domestic economy by buying locally manufactured products. The name ‘Chi’ means ‘personal God’ in the Igbo language, and the slogan for both Chi the company and Chi the brand is ‘Be Nigerian, Buy Nigerian’. Coca-Cola, which offers the 5 Alive and Cappy brands, was the second leading player overall with an off-trade volume share of 35%. Other prominent competitors in fruit/vegetable juice included GlaxoSmithKline Nigeria Plc, Dansa Foods, Cway Food & Beverages Co Nig Ltd, Frutta Juice & Services Ltd and Fumman Foods Industries Nigeria Ltd. The ranking order of these companies differed slightly in terms of off-trade current value sales, with Frutta finishing ahead of Cway.

PROSPECTS

  • Fruit/vegetable juice looks set to perform well over the forecast period, with total volume and constant value sales both expected to grow at a CAGR of 10%. Rising health awareness and economic improvements in Nigeria will continue to underpin the positive development of the category. At the same time, busier lifestyles will further strengthen consumer appreciation for the fact that fruit/vegetable juice products can provide a convenient alternative to fresh fruit. New launches, price promotions and other marketing activities will also drive growth in total volume and constant value sales.

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Overview

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

The Fruit/Vegetable Juice 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 Fruit/Vegetable Juice in Nigeria?
  • What are the major brands in Nigeria?
  • What are the flavour trends in fruit juice and vegetable juice?
  • What is the market share of smoothies in the 100% juice sector? Have there been any new product launches in the last year?
  • What is the key on-trade distribution for fruit juice and vegetable juice 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

Fruit/Vegetable Juice in Nigeria - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Off-trade Sales of Fruit/Vegetable Juice by Category: Volume 2007-2012
  • Table 2 Off-trade Sales of Fruit/Vegetable Juice by Category: Value 2007-2012
  • Table 3 Off-trade Sales of Fruit/Vegetable Juice by Category: % Volume Growth 2007-2012
  • Table 4 Off-trade Sales of Fruit/Vegetable Juice by Category: % Value Growth 2007-2012
  • Table 5 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2008-2012
  • Table 6 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2009-2012
  • Table 7 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2008-2012
  • Table 8 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2009-2012
  • Table 9 Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: Volume 2012-2017
  • Table 10 Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: Value 2012-2017
  • Table 11 Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: % Volume Growth 2012-2017
  • Table 12 Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: % Value Growth 2012-2017

Fruit/Vegetable Juice in Nigeria - Company Profiles

Chi Nigeria Ltd in Soft Drinks (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Chi Nigeria Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 2 Chi Nigeria Ltd: Competitive Position 2012

Cway Food & Beverages Co Nig Ltd in Soft Drinks (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Cway Food & Beverages Co Nig Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Cway Food & Beverages Co Ltd*: Competitive Position 2012

Dansa Foods Ltd in Soft Drinks (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Dansa Foods Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Dansa Foods Ltd: Competitive Position 2012

Soft Drinks in Nigeria - Industry Context

EXECUTIVE SUMMARY

Fuel price hike of January 2012 slows growth in soft drinks consumption

Healthier soft drinks products continue to gain popularity in Nigeria

Multinationals continue to lead but domestic companies make gains

Traditional channels continue to dominate soft drinks distribution

Economic improvements will bolster market development over 2012-2017

MARKET DATA

  • Table 13 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
  • Table 14 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
  • Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
  • Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
  • Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2012
  • Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2012
  • Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2012
  • Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2012
  • Table 21 Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2007-2012
  • Table 22 Off-trade Sales of Soft Drinks (as sold) by Category: % Volume Growth 2007-2012
  • Table 23 Off-trade Sales of Soft Drinks by Category: Value 2007-2012
  • Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2007-2012
  • Table 25 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2008-2012
  • Table 26 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2009-2012
  • Table 27 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2008-2012
  • Table 28 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2009-2012
  • Table 29 Company Shares of Off-trade Soft Drinks by Value 2008-2012
  • Table 30 Brand Shares of Off-trade Soft Drinks by Value 2009-2012
  • Table 31 Off-trade Sales of Soft Drinks by Category and Distribution Format: % Analysis 2012
  • Table 32 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2012-2017
  • Table 33 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2012-2017
  • Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
  • Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
  • Table 36 Forecast Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2012-2017
  • Table 37 Forecast Off-trade Sales of Soft Drinks (as sold) by Category: % Volume Growth 2012-2017
  • Table 38 Forecast Off-trade Sales of Soft Drinks by Category: Value 2012-2017
  • Table 39 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017

APPENDIX

FOUNTAIN SALES in Nigeria

Trends

SOURCES

  • Summary 7 Research Sources

Segmentation

This market research report includes the following:

  • Fruit/Vegetable Juice
    • 100% Juice
      • Frozen 100% Juice
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Fruit-Flavoured Drinks (No Juice Content)
    • Juice Drinks (up to 24% Juice)
      • Frozen Juice Drinks
      • Juice Drinks Excluding Asian
    • Nectars (25-99% Juice)
      • Frozen Nectars
      • Unfrozen Nectars

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
  • Off-trade vs on-trade
  • Pricing
  • Products by ingredient
  • 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
  • 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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