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Total volume sales of cider/perry witnessed steep declines towards the end of the review period due to the economic uncertainties in Nigeria and total volumes continued to fall in 2019. Cider/perry has not yet taken off in the country, with the lowest total volume sales within alcoholic drinks.
Given the low sales of cider/perry, there is little brand awareness or loyalty among Nigerian consumers as these drinks remain somewhat of a novelty. The decision by Nigerian Breweries in 2015 to begin domestic production of Strongbow Apple Ciders may help boost the category going forward, although to date it has been more the case that the brand has taken share from the leader, Savanna Dry, which dominated cider/perry immediately after its introduction in 2012.
Distell Group and its Savanna Dry brand led total volume company and brand sales in 2019, reclaiming some share from Nigerian Breweries and its Strongbow Apple Ciders. Distell Group entered cider/perry early in Nigeria and has a strong distribution network, particularly via modern grocery retailers.
On-trade volume sales of cider/perry are expected to fall by 20% in 2020 in light of the impact of COVID-19. This compares to an expected 7% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.
Total volume sales of cider/perry will record a modest decline in 2021, followed by accelerating growth over the remainder of the forecast period. Cider/perry is an emerging category in Nigeria and manufacturers will be keen to promote the drink in order to establish its presence to a greater degree, particularly in retail outlets.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Cider/Perry 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 Cider/Perry industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Alcoholic Drinks market research database.
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.