Bottled Water in Nigeria

PROSPECTS

Sachet water remains affordable within still bottled water

Bottled water saw strong off-trade volume growth and exceptional off-trade current value growth in 2019. Still bottled water remained the dominant category, and also saw the strongest volume and value growth in 2019.

The average unit price increases sharply due to rising production costs

The average unit price of bottled water rose sharply in both current and constant value terms in 2019. This was due to the rising costs of local production amidst the harsh economic conditions.

Bottled water is expected to perform well due to a lack of safe drinking water

A large number of households in both urban and rural areas of Nigeria do not have access to safe drinking water. It is therefore estimated that more than 50% of the population buy water daily.

COMPETITIVE LANDSCAPE

Nestlé Nigeria’s aggressive marketing helps it take the lead in value terms

Bottled water remained a very fragmented soft drinks category in Nigeria in 2019, with the majority of value and especially volume sales held by small players, included under “others”. However, the leading company in bottled water in off-trade value terms in 2019 was Nestlé Nigeria, which took the lead from Coca-Cola Nigeria.

Coca-Cola leads bottled water in volume terms due to reliable quality

Despite Nestlé Nigeria’s strong performance in both off-trade volume and value terms in 2019, and despite losing the lead to Nestlé Nigeria in value terms, Coca-Cola Nigeria, manufacturer of the Eva brand, continued to lead bottled water in volume terms. With the known reliable quality, reputation, distribution reach and marketing strength of its various brands in carbonates, the company has been able to position Eva as one of the leading premium brands in bottled water in Nigeria.

Mr V Premium Water targets motorists to maintain growth

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 growth since its release in 2014.

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