Competitive Landscape
Martinelli Leverages the Non-Alcoholic Niche as Breweries Lose Ground
The cider/perry landscape is concentrated, with Nigerian Breweries Plc and S Martinelli & Co accounting for the overwhelming majority of off-trade volume in 2025. Nigerian Breweries Plc holds a 59% share, while S Martinelli & Co commands 38%, together making up more than 96% of the total.
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Overview:
Understand the latest market trends and future growth opportunities for the Cider/Perry industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Cider/Perry industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Cider/Perry in Nigeria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Cider/Perry in Nigeria?
- Where is consumer demand for Cider/Perry focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Nigeria?
- How are products distributed in Nigeria?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Cider/Perry in Nigeria - Category analysis
Key Data Insights
Cider/Perry Summary
Lazy Jack’S and Kiss Cider Address Affordability and Boost Appeal
Martinelli’S Non Alcoholic Cider Outpaces Regular Brands among Women
Kiss Cider Diversifies Flavours to Attract Younger and Female Drinkers
Hunter’S and Savanna Expand Appeal as Incomes Rise
Lazy Jack’S and Kiss Cider Target Young Women with Sweet Flavours
Martinelli’S and Premium Launches Drive Fastest Growth in Non Alcoholic Options
Martinelli Leverages the Non-Alcoholic Niche as Breweries Lose Ground
Food and Drink Specialists Lose Share as Supermarkets Expand Outlets
Supermarkets Increase Share by Targeting Upper-Income and Niche Buyers
E-Commerce Attracts Upper-Income Consumers Seeking Convenience and Choice
Alcoholic Drinks in Nigeria - Industry Overview
2025 Developments
Key Data Insights
Premium Brands Gain Traction as Affordable Luxury Fuels Consumer Shift
Heineken and Tiger Drive Premium Lager Growth through Accessible Packaging
Desperados Engages Gen Z with Bold Flavour Campaigns and Events
Young Adults Drive Premium Innovation as Spending Power Rises
Beer Maintains Dominance as Premium and Flavoured Options Gain Share
Legislation and Innovation Reshape Pack Sizes and Flavour Strategies
Nigerian Breweries Leverage Innovation and Pack Diversity to Reinforce Leadership
Small Local Grocers Expand Reach as Convenience Reshapes Buying Habits
Young Shoppers Boost E-Commerce Appeal but Volumes Remain Limited
Drinks Specialists and Online Platforms Attract Tech-Savvy Shoppers with Authenticity
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Desperados and the Irishman Engage Young Adults with Bold Experiences
Nigerian Breweries Sustain Leadership with Pack Variety and Flavour Launches
Country Reports Disclaimer
The following categories and subcategories are included:
Cider/Perry
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
Cider/Perry
Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.
See all of our definitionsWhy 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 report originates from Passport, our Cider/Perry research and analysis database.
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