Bottled Water in Nigeria

PROSPECTS

Steady shift to recyclable packaging

The demand for bottled water continues to be driven by population growth, hot and dry weather conditions and a shortage in municipal water supplies. Sachets is set to remain a packaging type of choice, due to its affordability and widespread availability across off- and on-trade channels.

Stronger competition anticipated in bottled water

While an anticipated increase in the inflation rate is set to see the average retail current unit price of bottled water rise over the forecast period, a decline is predicted at constant 2018 prices. An improving economic performance is seeing Nigeria emerge out of recession.

Flavoured bottled water to emerge as opportunities arise

The health and wellness trend offers room for growth for emerging categories like flavoured bottled water. The demand for flavoured bottled water is supported by rising awareness of product content, with NAFDAC imposing ingredients listings on soft drinks as of January 2019.

COMPETITIVE LANDSCAPE

Smaller players emerge in still purified bottled water

Still purified bottled water dominates sales, mainly due to the consumption of sachet water to overcome the country’s weak water supply. Municipalities continue to fall short of demand.

Coca-Cola Nigeria benefits from strategic positioning

The competitive landscape of bottled water remained highly fragmented in 2018, with many manufacturers focusing on niches. As the competition intensifies, Coca-Cola Nigeria aims to boost the demand for its flagship brand, Eva, through extensive marketing and promotional campaigns.

Viju Industries Nigeria gains ground

Viju Industries Nigeria has emerged as an increasingly competitive player in bottled water. The company’s Mr V Premium Water brand has recorded dynamic retail value sales growth since its release in the early review period.

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