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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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Samples

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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Delivery: Files are delivered directly into your account within a few minutes of purchase.

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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