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Country Report

Breakfast cereals in

Breakfast Cereals in Nigeria

29 pages, Nov 2017

US$990

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Executive Summary

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TRENDS

In 2017, breakfast cereals recorded 11% current value growth as demand increased among the growing urban population that desires convenient breakfasts. This is more the case among working professionals, who choose breakfast cereals over the more time-intensive traditional breakfast meals such as “pap” (a hot corn meal). Strong child population growth also contributes to the increase as children are a major consumer group of breakfast cereals.

COMPETITIVE LANDSCAPE

The leading company in breakfast cereals in 2017 was Kellogg Co, with a value share of 25%. Although its products are imported, the company benefits from its strong brand name, wide product range and store visibility. Its 2015 acquisition of a 50% stake in Nigerian-based Multipro Enterprise Ltd (Multipro), the highly successful food distribution company owned by Tolaram Group has further improved Kellogg Co’s accessibility in Nigeria. For example, in 2017, Multipro has been running a wholesaler and retailer promotion offering the Dano powder milk brand with Kellogg's breakfast cereals as a joint pack (since milk is generally used to complement breakfast cereals, it is a popular combination). However, the company’s brands are higher priced and generally only consumed by mid- to high-income earners. As such, it suffered from the economic recession of 2016, losing one percentage point in share compared to 2015, as well as losing marginal share in 2017.

PROSPECTS

Over the forecast period, breakfast cereals is expected to record a value CAGR of 6% at constant 2017 prices. As the economy recovers, higher disposable incomes should continue to lead to consumers trading up to more expensive products such as breakfast cereals over the coming years, and replacing their traditional breakfast meals. The rise in employment of working professionals who seek quick breakfasts is another factor in the predicted growth.

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Breakfast Cereals Market Sample Report Breakfast Cereals Market Sample Data

Overview

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.

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Overview

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

The Breakfast cereals 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 Breakfast cereals in Nigeria?
What are the major brands in Nigeria?
How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
What are the market opportunities for high fibre products?
Given mounting concerns over childhood obesity, what does the future hold for children’s breakfast cereal?

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.

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Breakfast Cereals in Nigeria - Category analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Table 1 Sales of Breakfast Cereals by Category: Volume 2012-2017
Table 2 Sales of Breakfast Cereals by Category: Value 2012-2017
Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2012-2017
Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Breakfast Cereals: % Value 2013-2017
Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2014-2017
Table 7 Distribution of Breakfast Cereals by Format: % Value 2012-2017
Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2017-2022
Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2017-2022
Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2017-2022
Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2017-2022

Breakfast Cereals in Nigeria - Company Profiles

Nestlé Nigeria Plc in Packaged Food (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

COMPETITIVE POSITIONING

Summary 1 Nestlé Nigeria Plc: Key Facts
Summary 2 Nestlé Nigeria Plc: Operational Indicators
Summary 3 Nestlé Nigeria Plc: Competitive Position 2017

Packaged Food in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Packaged food benefits from ongoing shift away from unpackaged products

Growth limited by economic stagnation and high inflation

Local players compete well against multinationals

Modern retailing growing but traditional retail still dominates

Positive growth expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

Economic stagnation and exchange rate depreciation have negative impact on packaged food growth in 2017

Outlook

Urbanisation boosting demand for packaged food

Outlook

Growth of modern retailing helps to spur demand for some categories of packaged food

Outlook

Manufacturers look to smaller pack sizes to survive poor economic conditions

Outlook

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends: Sales to Foodservice

Trends: Consumer Foodservice

Prospects

Category Data

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2012-2017
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2012-2017
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2017-2022
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2017-2022

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2012-2017
Table 17 Sales of Packaged Food by Category: Value 2012-2017
Table 18 Sales of Packaged Food by Category: % Volume Growth 2012-2017
Table 19 Sales of Packaged Food by Category: % Value Growth 2012-2017
Table 20 GBO Company Shares of Packaged Food: % Value 2013-2017
Table 21 NBO Company Shares of Packaged Food: % Value 2013-2017
Table 22 LBN Brand Shares of Packaged Food: % Value 2014-2017
Table 23 Distribution of Packaged Food by Format: % Value 2012-2017
Table 24 Distribution of Packaged Food by Format and Category: % Value 2017
Table 25 Forecast Sales of Packaged Food by Category: Volume 2017-2022
Table 26 Forecast Sales of Packaged Food by Category: Value 2017-2022
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2017-2022
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2017-2022

Megatrends

Country Report

Breakfast Cereals in Nigeria

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Executive Summary

New Report Guarantee

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

Samples

Overview

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Table of Contents

Breakfast Cereals in Nigeria - Category analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Breakfast Cereals in Nigeria - Company Profiles

Nestlé Nigeria Plc in Packaged Food (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

COMPETITIVE POSITIONING

Packaged Food in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Packaged food benefits from ongoing shift away from unpackaged products

Growth limited by economic stagnation and high inflation

Local players compete well against multinationals

Modern retailing growing but traditional retail still dominates

Positive growth expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

Economic stagnation and exchange rate depreciation have negative impact on packaged food growth in 2017

Urbanisation boosting demand for packaged food

Growth of modern retailing helps to spur demand for some categories of packaged food

Manufacturers look to smaller pack sizes to survive poor economic conditions

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends: Sales to Foodservice

Trends: Consumer Foodservice

Prospects

Category Data

MARKET DATA

DEFINITIONS

SOURCES

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