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Country Report

Breakfast cereals in

Breakfast Cereals in Nigeria

22 pages, Nov 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Growth in the young urban population is set to spur demand

Population growth, particularly amongst the young urban population, is expected to help sustain demand for breakfast cereals over the forecast period. As the urban population grows, consumers are expected to continue to shift from traditional breakfasts, such as pap (corn meal), to more convenient breakfast cereals.

Local production and growing competition drive growth

Growing competition and local production are spurring the performance of breakfast cereals, with strong growth seen in 2018. In particular, the Kellogg’s Coco Pops and Kellogg’s Corn Flakes brands helped to boost sales, as they are now produced locally and are available in a small pack size of 40g, which makes them affordable for consumers with lower disposable incomes.

Health and wellness trend

Health and wellness is likely to be one of the most influential trends when it comes to new product developments in breakfast cereals over the forecast period. Health-oriented categories such as hot cereals are expected to witness new launches, whilst manufacturers in other categories, such as flakes, will also try to capitalise on rising health awareness amongst consumers by introducing new products that are low in salt, sugar and artificial flavours, or fortified with vitamins and minerals.

COMPETITIVE LANDSCAPE

Nestlé Nigeria leads breakfast cereals

Nestlé Nigeria led breakfast cereals in Nigeria in value terms in 2018, due to the popularity of its Golden Morn brand. Golden Morn is made from the local African cereal crop, maize, as well as using soya, which is considered to be quite healthy.

Kellogg Tolaram Nigeria ranks second

The second ranked company in breakfast cereals in 2018 was the recently created (in 2016) Kellogg Tolaram Nigeria, which markets the locally manufactured variants of Kellogg’s brands in Nigeria. The company’s strategy of producing small pack sizes enabled the brand to withstand the harsh effects of the economic slowdown in Nigeria, as it made its brands more affordable.

Small pack sizes boost sales

Packaging in smaller sizes is a successful strategy which was originally adopted by local companies in this category, such as Nasco Foods Nigeria and Kneipe Nigeria, and more recently adopted by the representative of the multinational Kellogg when the economic slowdown significantly affected its sales. Other packaged food categories, such as powder milk, have seen success in reaching lower-income consumers through smaller pack sizes, so it is expected that competitors in breakfast cereals will continue to focus on offering a variety of pack sizes over the forecast period.

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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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Breakfast Cereals in Nigeria - Category analysis

HEADLINES

PROSPECTS

Growth in the young urban population is set to spur demand

Local production and growing competition drive growth

Health and wellness trend

COMPETITIVE LANDSCAPE

Nestlé Nigeria leads breakfast cereals

Kellogg Tolaram Nigeria ranks second

Small pack sizes boost sales

CATEGORY DATA

Table 1 Sales of Breakfast Cereals by Category: Volume 2013-2018
Table 2 Sales of Breakfast Cereals by Category: Value 2013-2018
Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2013-2018
Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Breakfast Cereals: % Value 2014-2018
Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2015-2018
Table 7 Distribution of Breakfast Cereals by Format: % Value 2013-2018
Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2018-2023
Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2018-2023
Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2018-2023

Packaged Food in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Packaged food in Nigeria performing well

Fast growth of modern retail continues to boost packaged food

A competitive industry

Retail distribution moving from traditional to modern

Good prospects for packaged food over the forecast period

FOODSERVICE

Sales to Foodservice

Packaged food foodservice volume to see healthy increases as economy returns to growth over forecast period
Challenges to growth remain
Staple foods and cooking ingredients are categories driving growth

Consumer Foodservice

A return to economic growth will boost modern and high-priced consumer foodservice
Kiosks/stalls dominate
Fast food, full-service restaurants and cafés/bars expected to perform well

CATEGORY DATA

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 18 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 19 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 20 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 22 Penetration of Private Label by Category: % Value 2013-2018
Table 23 Distribution of Packaged Food by Format: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format and Category: % Value 2018
Table 25 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 26 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Packaged Food in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Packaged food in Nigeria performing well

Fast growth of modern retail continues to boost packaged food

A competitive industry

Retail distribution moving from traditional to modern

Good prospects for packaged food over the forecast period

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

A return to economic growth will boost modern and high-priced consumer foodservice
Kiosks/stalls dominate
Fast food, full-service restaurants and cafés/bars expected to perform well

Category Data

Table 29 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 30 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 31 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 32 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 33 Sales of Packaged Food by Category: Volume 2013-2018
Table 34 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 35 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 36 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 37 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 38 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 39 Penetration of Private Label by Category: % Value 2013-2018
Table 40 Distribution of Packaged Food by Format: % Value 2013-2018
Table 41 Distribution of Packaged Food by Format and Category: % Value 2018
Table 42 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 43 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 44 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 45 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

Megatrends

Country Report

Breakfast Cereals in Nigeria

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Growth in the young urban population is set to spur demand

Local production and growing competition drive growth

Health and wellness trend

COMPETITIVE LANDSCAPE

Nestlé Nigeria leads breakfast cereals

Kellogg Tolaram Nigeria ranks second

Small pack sizes boost sales

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Breakfast Cereals in Nigeria - Category analysis

HEADLINES

PROSPECTS

Growth in the young urban population is set to spur demand

Local production and growing competition drive growth

Health and wellness trend

COMPETITIVE LANDSCAPE

Nestlé Nigeria leads breakfast cereals

Kellogg Tolaram Nigeria ranks second

Small pack sizes boost sales

CATEGORY DATA

Packaged Food in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Packaged food in Nigeria performing well

Fast growth of modern retail continues to boost packaged food

A competitive industry

Retail distribution moving from traditional to modern

Good prospects for packaged food over the forecast period

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

CATEGORY DATA

MARKET DATA

SOURCES

Packaged Food in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Packaged food in Nigeria performing well

Fast growth of modern retail continues to boost packaged food

A competitive industry

Retail distribution moving from traditional to modern

Good prospects for packaged food over the forecast period

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

Category Data

MARKET DATA

SOURCES

Why buy this report?

Want to find out more about this report?

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