Cider/Perry in Nigeria

PRE-COVID-19 PERFORMANCE

Sales of cider/perry continue to fall despite the improving economy in 2019

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.

Low brand awareness and loyalty for cider/perry in 2019

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 regains some share from Nigerian Breweries in 2019

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.

2020 AND BEYOND

COVID-19 impact

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.

Recovery and opportunities

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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