Having been little better than static during 2020 due to COVID-19 restrictions and the economic shock of the pandemic, off-trade volume sales of beer surged in 2021, as these restrictions were relaxed. In particular, there were far more social gatherings, such as birthday parties and weddings, during the year.
The recovery in on-trade demand was even stronger than in the off-trade, even though COVID-19 restrictions persisted in some of the country’s largest urban centres for much of the year. Indeed, on-trade volume sales exceeded their pre-pandemic level.
The niche category of flavoured/mixed lager saw a surge in demand during 2021, boosted by the launch of Desperados, a tequila flavoured lager, by Nigerian Breweries Plc. Star Radler, the existing brand in the category, also performed well, having launched a new Red Fruits variant.
Both on- and off-trade volume sales of beer will continue to expand at a robust pace throughout the forecast period, supported by a rapidly rising population, urbanisation and improving economic conditions. Nigeria’s per capita consumption of beer remains relatively low, so there remains significant scope for growth.
Non-alcoholic beer will continue to perform strongly during the review period. It is popular among those who do not consume alcohol but would want a drink that is more mature and less sweet than a soft drink.
Mid-priced beer brands will increasingly be squeezed by both premium and mid-priced offerings. Affluent consumers will increasingly seek premium lager brands, rather than mid-priced lager, while low-income consumers will generally choose the cheapest option.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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