Packaged Food in Nigeria

December 2020
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Overview:

Understand the latest market trends and future growth opportunities for the Packaged Food 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.

Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.

If you're in the Packaged Food 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 Packaged Food 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 Packaged Food in Nigeria?
  • Which are the leading brands in Packaged Food in Nigeria?
  • How are products distributed in Packaged Food in Nigeria?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Packaged Food?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Nigeria?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?

Packaged Food in Nigeria

EXECUTIVE SUMMARY

COVID-19 impact on packaged food
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for packaged food?

FOODSERVICE

Sales to Foodservice
Foodservice declines as providers can only offer take away services Major foodservice ingredients, such as edible oils, experience worst performances Sauces, dressings and condiments a key driver for foodservice
Consumer Foodservice
Young, urban population and rise in number of employed women will encourage consumers to eat out as economy recovers Third-party delivery platforms benefit from changes in consumer lifestyles Independents continue to dominate consumer foodservice benefitting from lax enforcement of COVID-19 measures
Category Data
Chart 1 Packaged Food Value Sales Growth Scenarios: 2017-2024 Chart 2 Packaged Food Impact of Drivers on Value Sales: 2016-2024 Table 1 Foodservice Sales of Packaged Food by Category: Volume 2015-2020 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2020-2025 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2020-2025

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2015-2020 Table 6 Sales of Packaged Food by Category: Value 2015-2020 Table 7 Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 8 Sales of Packaged Food by Category: % Value Growth 2015-2020 Table 9 GBO Company Shares of Packaged Food: % Value 2016-2020 Table 10 NBO Company Shares of Packaged Food: % Value 2016-2020 Table 11 LBN Brand Shares of Packaged Food: % Value 2017-2020 Table 12 Distribution of Packaged Food by Format: % Value 2015-2020 Table 13 Distribution of Packaged Food by Format and Category: % Value 2020 Table 14 Forecast Sales of Packaged Food by Category: Volume 2020-2025 Table 15 Forecast Sales of Packaged Food by Category: Value 2020-2025 Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2020-2025 Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Chocolate Confectionery in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Lockdown results in stockpiling but demand is negatively impacted due to the pandemic in 2020
Local production of chocolate confectionery increasing and a wider variety of brands driving prices down in 2020
Multinationals remain the clear leaders in chocolate confectionery thanks to their strong brand portfolios, but local competitors increase their presence in 2020

RECOVERY AND OPPORTUNITIES

Chocolate confectionery sales increases over the forecast period as consumers look for small indulgences
Chocolate confectionery remains niche but growing population to boost growth over the forecast period
Increased advertising anticipated over the forecast period

CATEGORY DATA

Table 18 Sales of Chocolate Confectionery by Category: Volume 2015-2020 Table 19 Sales of Chocolate Confectionery by Category: Value 2015-2020 Table 20 Sales of Chocolate Confectionery by Category: % Volume Growth 2015-2020 Table 21 Sales of Chocolate Confectionery by Category: % Value Growth 2015-2020 Table 22 Sales of Chocolate Tablets by Type: % Value 2015-2020 Table 23 NBO Company Shares of Chocolate Confectionery: % Value 2016-2020 Table 24 LBN Brand Shares of Chocolate Confectionery: % Value 2017-2020 Table 25 Distribution of Chocolate Confectionery by Format: % Value 2015-2020 Table 26 Forecast Sales of Chocolate Confectionery by Category: Volume 2020-2025 Table 27 Forecast Sales of Chocolate Confectionery by Category: Value 2020-2025 Table 28 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2020-2025 Table 29 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2020-2025

Gum in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Consumers prioritise essential foodstuffs due to economic turmoil and the pandemic in 2020
Chewing gum continues to outperform bubble gum and bubble gum demand affected by children opting for other confectionery in 2020
Perfetti Van Melle maintains its leading position, while Wrigley maintains brand awareness and international companies lead due to quality products in 2020

RECOVERY AND OPPORTUNITIES

Gum sales return to growth over the forecast period due to its low price point
Gum set to rebound from heavy declines due to the struggling Nigerian economy over the forecast period
Increasing urbanisation set to boost gum sales over the forecast period

CATEGORY DATA

Table 30 Sales of Gum by Category: Volume 2015-2020 Table 31 Sales of Gum by Category: Value 2015-2020 Table 32 Sales of Gum by Category: % Volume Growth 2015-2020 Table 33 Sales of Gum by Category: % Value Growth 2015-2020 Table 34 NBO Company Shares of Gum: % Value 2016-2020 Table 35 LBN Brand Shares of Gum: % Value 2017-2020 Table 36 Distribution of Gum by Format: % Value 2015-2020 Table 37 Forecast Sales of Gum by Category: Volume 2020-2025 Table 38 Forecast Sales of Gum by Category: Value 2020-2025 Table 39 Forecast Sales of Gum by Category: % Volume Growth 2020-2025 Table 40 Forecast Sales of Gum by Category: % Value Growth 2020-2025

Sugar Confectionery in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Minimal volume growth for sugar confectionery due to decreased disposable income in 2020
Sugar confectionery sales to slow in 2020 despite population growth and category benefits from increased competition
Sweetco Foods leads, while OK Foods Nigeria takes advantage of low unit prices and international brands at a disadvantage due to the depreciating currency in 2020

RECOVERY AND OPPORTUNITIES

Sugar confectionery set to recover somewhat over the forecast period
Pastilles, gums, jellies and chews set to benefit from the novelty value of new products over the forecast period
Sugar confectionery likely to benefit from the further expansion of modern retailing

CATEGORY DATA

Table 41 Sales of Sugar Confectionery by Category: Volume 2015-2020 Table 42 Sales of Sugar Confectionery by Category: Value 2015-2020 Table 43 Sales of Sugar Confectionery by Category: % Volume Growth 2015-2020 Table 44 Sales of Sugar Confectionery by Category: % Value Growth 2015-2020 Table 45 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value 2015-2020 Table 46 NBO Company Shares of Sugar Confectionery: % Value 2016-2020 Table 47 LBN Brand Shares of Sugar Confectionery: % Value 2017-2020 Table 48 Distribution of Sugar Confectionery by Format: % Value 2015-2020 Table 49 Forecast Sales of Sugar Confectionery by Category: Volume 2020-2025 Table 50 Forecast Sales of Sugar Confectionery by Category: Value 2020-2025 Table 51 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2020-2025 Table 52 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2020-2025

Sweet Biscuits, Snack Bars and Fruit Snacks in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Consumers change eating behaviour during lockdown 2020 resulting in increased sales
Sweet biscuits remains the largest category but still has scope for growth in 2020
OK Foods gains share while the category’s one-time leader Yale Foods further lose ground

RECOVERY AND OPPORTUNITIES

Price sensitive consumers to moderate demand over the forecast period
Fruit snacks remains niche and competition in recent years has been largely price dependent but premium brands now offering stronger growth potential
Population growth to boost retail value over the forecast period

CATEGORY DATA

Table 53 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2015-2020 Table 54 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2015-2020 Table 55 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2015-2020 Table 56 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2016-2020 Table 58 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2017-2020 Table 59 NBO Company Shares of Sweet Biscuits: % Value 2016-2020 Table 60 LBN Brand Shares of Sweet Biscuits: % Value 2017-2020 Table 61 NBO Company Shares of Fruit Snacks: % Value 2016-2020 Table 62 LBN Brand Shares of Fruit Snacks: % Value 2017-2020 Table 63 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value 2015-2020 Table 64 Distribution of Sweet Biscuits by Format: % Value 2015-2020 Table 65 Distribution of Fruit Snacks by Format: % Value 2015-2020 Table 66 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2020-2025 Table 67 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2020-2025 Table 68 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2020-2025 Table 69 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2020-2025

Ice Cream and Frozen Desserts in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Economic uncertainty due to the pandemic results in decreased demand for impulse ice cream in 2020
Category sales continue to be dominated by frozen yoghurt in 2020
Ice cream and frozen desserts remains largely in the hands of frozen yoghurt specialist Fan Milk and Solina boost sales through smaller pack sizes in 2020

RECOVERY AND OPPORTUNITIES

Ice cream sales likely to be sluggish over the forecast period as consumers prioritise affordable products
Competition and ongoing expansion of modern grocery retailers helping to further boost sales
Establishing good relations with modern grocery retailers the key to success

CATEGORY DATA

Table 70 Sales of Ice Cream and Frozen Desserts by Category: Volume 2015-2020 Table 71 Sales of Ice Cream and Frozen Desserts by Category: Value 2015-2020 Table 72 Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2015-2020 Table 73 Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2015-2020 Table 74 Sales of Impulse Ice Cream by Format: % Value 2015-2020 Table 75 NBO Company Shares of Ice Cream and Frozen Desserts: % Value 2016-2020 Table 76 LBN Brand Shares of Ice Cream and Frozen Desserts: % Value 2017-2020 Table 77 NBO Company Shares of Ice Cream: % Value 2016-2020 Table 78 LBN Brand Shares of Ice Cream: % Value 2017-2020 Table 79 NBO Company Shares of Impulse Ice Cream: % Value 2016-2020 Table 80 LBN Brand Shares of Impulse Ice Cream: % Value 2017-2020 Table 81 NBO Company Shares of Take-home Ice Cream: % Value 2016-2020 Table 82 LBN Brand Shares of Take-home Ice Cream: % Value 2017-2020 Table 83 Distribution of Ice Cream and Frozen Desserts by Format: % Value 2015-2020 Table 84 Distribution of Ice Cream by Format: % Value 2015-2020 Table 85 Forecast Sales of Ice Cream and Frozen Desserts by Category: Volume 2020-2025 Table 86 Forecast Sales of Ice Cream and Frozen Desserts by Category: Value 2020-2025 Table 87 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2020-2025 Table 88 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2020-2025

Savoury Snacks in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Price sensitive shoppers prioritising more essential foodstuffs in 2020
Local players benefit from the naira depreciating, while traditional snacks are being packaged and savoury biscuits continues to lead savoury snacks in 2020
Beloxxi Industries and other local players continues to lead savoury snacks, but Pringles continues to stay relevant in 2020

RECOVERY AND OPPORTUNITIES

Consumers to reduce demand over the forecast period due to economic woes
Sales of savoury snacks supported by the increasing on-the-go consumption because of urbanisation
New product development among local players expected to pick up pace thanks to a challenging environment for imports

CATEGORY DATA

Table 89 Sales of Savoury Snacks by Category: Volume 2015-2020 Table 90 Sales of Savoury Snacks by Category: Value 2015-2020 Table 91 Sales of Savoury Snacks by Category: % Volume Growth 2015-2020 Table 92 Sales of Savoury Snacks by Category: % Value Growth 2015-2020 Table 93 NBO Company Shares of Savoury Snacks: % Value 2016-2020 Table 94 LBN Brand Shares of Savoury Snacks: % Value 2017-2020 Table 95 Distribution of Savoury Snacks by Format: % Value 2015-2020 Table 96 Forecast Sales of Savoury Snacks by Category: Volume 2020-2025 Table 97 Forecast Sales of Savoury Snacks by Category: Value 2020-2025 Table 98 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2020-2025 Table 99 Forecast Sales of Savoury Snacks by Category: % Value Growth 2020-2025

Baby Food in Nigeria

KEY DATA FINDINGS

2020 IMPACT

The pandemic results in price sensitive consumers in 2020
Milk formula set to further benefit from a lack of alternatives
Nestlé Nigeria remains the clear category leader but continues to lose share to cheaper brands and new product development remains muted in 2020

RECOVERY AND OPPORTUNITIES

Baby food sales see muted growth over the forecast period due to economic uncertainty
Growth further supported by the rising child population and ongoing urbanisation
Baby food likely to perform well when economy recovers and consumer purchasing power rises

CATEGORY DATA

Table 100 Sales of Baby Food by Category: Volume 2015-2020 Table 101 Sales of Baby Food by Category: Value 2015-2020 Table 102 Sales of Baby Food by Category: % Volume Growth 2015-2020 Table 103 Sales of Baby Food by Category: % Value Growth 2015-2020 Table 104 NBO Company Shares of Baby Food: % Value 2016-2020 Table 105 LBN Brand Shares of Baby Food: % Value 2017-2020 Table 106 Distribution of Baby Food by Format: % Value 2015-2020 Table 107 Forecast Sales of Baby Food by Category: Volume 2020-2025 Table 108 Forecast Sales of Baby Food by Category: Value 2020-2025 Table 109 Forecast Sales of Baby Food by Category: % Volume Growth 2020-2025 Table 110 Forecast Sales of Baby Food by Category: % Value Growth 2020-2025

Butter and Spreads in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Minimal volume growth for butter and spreads due to decreased disposable income in 2020
Margarine and spreads the main driver of growth in 2020
Blue Band remains the leader in butter and spreads, while newer brands gain value share and cooking margarine popular for various cooking methods in 2020

RECOVERY AND OPPORTUNITIES

Butter and spreads continues to grow over the forecast period but consumers remain price sensitive in the short term
Growth supported by rising disposable incomes thanks to the economic recovery in the medium term and ongoing urbanisation
Butter benefits from strong growth of modern grocery retailers over the forecast period

CATEGORY DATA

Table 111 Sales of Butter and Spreads by Category: Volume 2015-2020 Table 112 Sales of Butter and Spreads by Category: Value 2015-2020 Table 113 Sales of Butter and Spreads by Category: % Volume Growth 2015-2020 Table 114 Sales of Butter and Spreads by Category: % Value Growth 2015-2020 Table 115 NBO Company Shares of Butter and Spreads: % Value 2016-2020 Table 116 LBN Brand Shares of Butter and Spreads: % Value 2017-2020 Table 117 Distribution of Butter and Spreads by Format: % Value 2015-2020 Table 118 Forecast Sales of Butter and Spreads by Category: Volume 2020-2025 Table 119 Forecast Sales of Butter and Spreads by Category: Value 2020-2025 Table 120 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2020-2025 Table 121 Forecast Sales of Butter and Spreads by Category: % Value Growth 2020-2025

Cheese in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Demand for cheese decreases as import prices increase due to the pandemic in 2020
Cheese increasingly appeals to the middle-income population in 2020
Lactalis International dominates cheese thanks to the strength of its Président brand and spreadable processed cheese remains the best performing category in 2020

RECOVERY AND OPPORTUNITIES

Consumers’ price sensitivity likely to continue over the short term but expected to recover over the medium term
Product range expected to widen over the forecast period as consumers show more interest in Western-style foods
Potential opportunities exist for local cheese manufacturers

CATEGORY DATA

Table 122 Sales of Cheese by Category: Volume 2015-2020 Table 123 Sales of Cheese by Category: Value 2015-2020 Table 124 Sales of Cheese by Category: % Volume Growth 2015-2020 Table 125 Sales of Cheese by Category: % Value Growth 2015-2020 Table 126 Sales of Spreadable Processed Cheese by Type: % Value 2015-2020 Table 127 NBO Company Shares of Cheese: % Value 2016-2020 Table 128 LBN Brand Shares of Cheese: % Value 2017-2020 Table 129 Distribution of Cheese by Format: % Value 2015-2020 Table 130 Forecast Sales of Cheese by Category: Volume 2020-2025 Table 131 Forecast Sales of Cheese by Category: Value 2020-2025 Table 132 Forecast Sales of Cheese by Category: % Volume Growth 2020-2025 Table 133 Forecast Sales of Cheese by Category: % Value Growth 2020-2025

Drinking Milk Products in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Consumers increasingly price sensitive due to the economic fallout from the pandemic in 2020
Powder milk remains a key driver of value sales and milk alternatives benefiting from increasing health-consciousness and a widening product range in 2020
FrieslandCampina remains the leading player thanks to its strength in powder milk and Promasidor Nigeria increases its value share due to a balanced portfolio in 2020

RECOVERY AND OPPORTUNITIES

Sales of drinking milk products likely to grow over the forecast period although consumers prioritise affordable products
Government restrictions expected to result in the competitive landscape changing over the forecast period
Drinking milk products benefiting from ongoing population growth

CATEGORY DATA

Table 134 Sales of Drinking Milk Products by Category: Volume 2015-2020 Table 135 Sales of Drinking Milk Products by Category: Value 2015-2020 Table 136 Sales of Drinking Milk Products by Category: % Volume Growth 2015-2020 Table 137 Sales of Drinking Milk Products by Category: % Value Growth 2015-2020 Table 138 NBO Company Shares of Drinking Milk Products: % Value 2016-2020 Table 139 LBN Brand Shares of Drinking Milk Products: % Value 2017-2020 Table 140 Distribution of Drinking Milk Products by Format: % Value 2015-2020 Table 141 Forecast Sales of Drinking Milk Products Products by Category: Volume 2020-2025 Table 142 Forecast Sales of Drinking Milk Products Products by Category: Value 2020-2025 Table 143 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2020-2025 Table 144 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2020-2025

Yoghurt and Sour Milk Products in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Pandemic slows demand for yoghurt and sour milk products as the economy worsens and unit prices increase in 2020
Drinking yoghurt benefits from being seen as a good source of on-the-go nutrition and flavoured and plain yoghurt demand decreases due to high import costs in 2020
CHI maintains its lead but continues to lose share, while on-the-go packaging is increasingly important and competition in yoghurt intensifies in 2020

RECOVERY AND OPPORTUNITIES

Yoghurt and sour milk products likely to grow over the forecast period as the economy is expected to bounce back in the medium term
Yoghurt to benefit from being seen as a convenient, filling and nutritious snack over the forecast period
Further premiumisation expected over the forecast period

CATEGORY DATA

Table 145 Sales of Yoghurt and Sour Milk Products by Category: Volume 2015-2020 Table 146 Sales of Yoghurt and Sour Milk Products by Category: Value 2015-2020 Table 147 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2015-2020 Table 148 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2015-2020 Table 149 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2016-2020 Table 150 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2017-2020 Table 151 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2015-2020 Table 152 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2020-2025 Table 153 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2020-2025 Table 154 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2020-2025 Table 155 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2020-2025

Other Dairy in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Consumers prioritise essential foodstuffs in 2020 due to the pandemic
Condensed milk facing increasing competition from powder milk and shelf stable dairy desserts remains niche in 2020
FrieslandCampina WAMCO remains the leading player, while Hollandia gains share due to innovative packaging and Cowbell and Popular Milk increases its share thanks to affordability in 2020

RECOVERY AND OPPORTUNITIES

Other dairy likely to grow over the forecast period if the economy recovers post-pandemic
Growth anticipated over the forecast period thanks to the country’s increasing population and an increase in foodservice outlets
Further packaging innovation expected over the forecast period

CATEGORY DATA

Table 156 Sales of Other Dairy by Category: Volume 2015-2020 Table 157 Sales of Other Dairy by Category: Value 2015-2020 Table 158 Sales of Other Dairy by Category: % Volume Growth 2015-2020 Table 159 Sales of Other Dairy by Category: % Value Growth 2015-2020 Table 160 NBO Company Shares of Other Dairy: % Value 2016-2020 Table 161 LBN Brand Shares of Other Dairy: % Value 2017-2020 Table 162 Distribution of Other Dairy by Format: % Value 2015-2020 Table 163 Forecast Sales of Other Dairy by Category: Volume 2020-2025 Table 164 Forecast Sales of Other Dairy by Category: Value 2020-2025 Table 165 Forecast Sales of Other Dairy by Category: % Volume Growth 2020-2025 Table 166 Forecast Sales of Other Dairy by Category: % Value Growth 2020-2025

Edible Oils in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Decreasing demand for volume while average unit prices soar
PZ Wilmar continues to lead edible oils; smaller pack sizes, quality and visibility remain key factors in brand success
Supermarkets and hypermarkets continue to see strong value growth as chains expand

RECOVERY AND OPPORTUNITIES

Other edible oil remains dominant option for home cooking
Consumers seeking quality brands and healthier options as economy picks up
Short-term price hikes set to lead to long-term dynamic growth

CATEGORY DATA

Table 167 Sales of Edible Oils by Category: Volume 2015-2020 Table 168 Sales of Edible Oils by Category: Value 2015-2020 Table 169 Sales of Edible Oils by Category: % Volume Growth 2015-2020 Table 170 Sales of Edible Oils by Category: % Value Growth 2015-2020 Table 171 NBO Company Shares of Edible Oils: % Value 2016-2020 Table 172 LBN Brand Shares of Edible Oils: % Value 2017-2020 Table 173 Distribution of Edible Oils by Format: % Value 2015-2020 Table 174 Forecast Sales of Edible Oils by Category: Volume 2020-2025 Table 175 Forecast Sales of Edible Oils by Category: Value 2020-2025 Table 176 Forecast Sales of Edible Oils by Category: % Volume Growth 2020-2025 Table 177 Forecast Sales of Edible Oils by Category: % Value Growth 2020-2025

Ready Meals in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Frozen pizza only significant product, thanks to expatriates and niche interest in Western flavours
Economic crisis of 2016 continues to impact sales
New frozen pizza brands come to the table, but shares remain fragmented

RECOVERY AND OPPORTUNITIES

Convenience and modern grocery channels set to boost sales over time
Opportunities for local players to expand ready meal offerings with traditional tastes
Private label options to grow in line with the expansion of hypermarkets

CATEGORY DATA

Table 178 Sales of Ready Meals by Category: Volume 2015-2020 Table 179 Sales of Ready Meals by Category: Value 2015-2020 Table 180 Sales of Ready Meals by Category: % Volume Growth 2015-2020 Table 181 Sales of Ready Meals by Category: % Value Growth 2015-2020 Table 182 Distribution of Ready Meals by Format: % Value 2015-2020 Table 183 Forecast Sales of Ready Meals by Category: Volume 2020-2025 Table 184 Forecast Sales of Ready Meals by Category: Value 2020-2025 Table 185 Forecast Sales of Ready Meals by Category: % Volume Growth 2020-2025 Table 186 Forecast Sales of Ready Meals by Category: % Value Growth 2020-2025

Sauces, Dressings and Condiments in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Stock cubes and powders drive category growth benefitting from new launches
Maggi retains top position despite increasing pressure from smaller players
Category cooks up success with essential ingredients for traditional and modern tastes

RECOVERY AND OPPORTUNITIES

Sauces, dressings and condiments set for growth in line with recovering economy
Growing appreciation of western foods in urban consumers set to boost demand
Local farmers can win with tomatoes, as government clamps down on imports

CATEGORY DATA

Table 187 Sales of Sauces, Dressings and Condiments by Category: Volume 2015-2020 Table 188 Sales of Sauces, Dressings and Condiments by Category: Value 2015-2020 Table 189 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2015-2020 Table 190 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2015-2020 Table 191 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2016-2020 Table 192 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2017-2020 Table 193 Distribution of Sauces, Dressings and Condiments by Format: % Value 2015-2020 Table 194 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2020-2025 Table 195 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2020-2025 Table 196 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2020-2025 Table 197 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2020-2025

Sweet Spreads in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Middle-income households have a sweet tooth as the economy recovers
Local honey set to step up advertising to compete with international brands
Geurts Conservenfabriek retains top spot thanks to strong presence and wide distribution

RECOVERY AND OPPORTUNITIES

As disposable incomes improve consumers seek novelty toppings for staple food
Honey will drive growth as consumers seek quality and packaged range expands
Growing popularity of nut and seed based spreads due to novelty and nutritional value claims

CATEGORY DATA

Table 198 Sales of Sweet Spreads by Category: Volume 2015-2020 Table 199 Sales of Sweet Spreads by Category: Value 2015-2020 Table 200 Sales of Sweet Spreads by Category: % Volume Growth 2015-2020 Table 201 Sales of Sweet Spreads by Category: % Value Growth 2015-2020 Table 202 NBO Company Shares of Sweet Spreads: % Value 2016-2020 Table 203 LBN Brand Shares of Sweet Spreads: % Value 2017-2020 Table 204 Distribution of Sweet Spreads by Format: % Value 2015-2020 Table 205 Forecast Sales of Sweet Spreads by Category: Volume 2020-2025 Table 206 Forecast Sales of Sweet Spreads by Category: Value 2020-2025 Table 207 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2020-2025 Table 208 Forecast Sales of Sweet Spreads by Category: % Value Growth 2020-2025

Soup in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Niche interest in westernised tastes keeps soup afloat
Instant soup performs best due to convenience
Unilever’s Knorr brand continues to keep the company in top place

RECOVERY AND OPPORTUNITIES

Convenient soup expected to drive growth as economy recovers and travel restrictions ease
Domestic players likely to enter soup with traditional flavours; potential for private label to grow from a small base
Western tastes set to increase demand for soup

CATEGORY DATA

Table 209 Sales of Soup by Category: Volume 2015-2020 Table 210 Sales of Soup by Category: Value 2015-2020 Table 211 Sales of Soup by Category: % Volume Growth 2015-2020 Table 212 Sales of Soup by Category: % Value Growth 2015-2020 Table 213 NBO Company Shares of Soup: % Value 2016-2020 Table 214 LBN Brand Shares of Soup: % Value 2017-2020 Table 215 Distribution of Soup by Format: % Value 2015-2020 Table 216 Forecast Sales of Soup by Category: Volume 2020-2025 Table 217 Forecast Sales of Soup by Category: Value 2020-2025 Table 218 Forecast Sales of Soup by Category: % Volume Growth 2020-2025 Table 219 Forecast Sales of Soup by Category: % Value Growth 2020-2025

Baked Goods in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Bread continues to demonstrate good sales due to affordability
On-the-go pastries experience decreased demand; UAC Foods remains pastry top player
Artisanal continues to hold leading value share, but growth in modern retail channels may boost private label

RECOVERY AND OPPORTUNITIES

Growth within the urban population and economy looks tasty for baked goods
Unpackaged pastries win over consumers with quality and affordability
Scope for cakes niche to grow as economy recovers

CATEGORY DATA

Table 220 Sales of Baked Goods by Category: Volume 2015-2020 Table 221 Sales of Baked Goods by Category: Value 2015-2020 Table 222 Sales of Baked Goods by Category: % Volume Growth 2015-2020 Table 223 Sales of Baked Goods by Category: % Value Growth 2015-2020 Table 224 Sales of Pastries by Type: % Value 2015-2020 Table 225 NBO Company Shares of Baked Goods: % Value 2016-2020 Table 226 LBN Brand Shares of Baked Goods: % Value 2017-2020 Table 227 Distribution of Baked Goods by Format: % Value 2015-2020 Table 228 Forecast Sales of Baked Goods by Category: Volume 2020-2025 Table 229 Forecast Sales of Baked Goods by Category: Value 2020-2025 Table 230 Forecast Sales of Baked Goods by Category: % Volume Growth 2020-2025 Table 231 Forecast Sales of Baked Goods by Category: % Value Growth 2020-2025

Breakfast Cereals in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Changing tastes and less time to cook boost demand for breakfast cereals
Nestlé maintains top place thanks to Golden Morn and smaller packaging options
Children’s breakfast cereals increasingly favoured for the morning routine

RECOVERY AND OPPORTUNITIES

Breakfast cereals set to grow in line with recovering economy
Player competition and health trend set to drive new product innovations
Changing tastes and less time to cook set to boost breakfast cereals’ demand

CATEGORY DATA

Table 232 Sales of Breakfast Cereals by Category: Volume 2015-2020 Table 233 Sales of Breakfast Cereals by Category: Value 2015-2020 Table 234 Sales of Breakfast Cereals by Category: % Volume Growth 2015-2020 Table 235 Sales of Breakfast Cereals by Category: % Value Growth 2015-2020 Table 236 NBO Company Shares of Breakfast Cereals: % Value 2016-2020 Table 237 LBN Brand Shares of Breakfast Cereals: % Value 2017-2020 Table 238 Distribution of Breakfast Cereals by Format: % Value 2015-2020 Table 239 Forecast Sales of Breakfast Cereals by Category: Volume 2020-2025 Table 240 Forecast Sales of Breakfast Cereals by Category: Value 2020-2025 Table 241 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025 Table 242 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2020-2025

Processed Meat and Seafood in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Restrictions and currency deprecation lead to decreased demand
Frozen processed poultry posts worst performance of the category despite previous year’s growth
Unimer keeps value share majority thanks to Titus sardines

RECOVERY AND OPPORTUNITIES

Richer tastes, busier schedules, and a need for convenient cooking serve the processed meat and seafood category well
Shelf stable seafood drives growth, thanks to fans of fishy flavours
Competition to gain consumers’ attention through building relationships with distributors

CATEGORY DATA

Table 243 Sales of Processed Meat and Seafood by Category: Volume 2015-2020 Table 244 Sales of Processed Meat and Seafood by Category: Value 2015-2020 Table 245 Sales of Processed Meat and Seafood by Category: % Volume Growth 2015-2020 Table 246 Sales of Processed Meat and Seafood by Category: % Value Growth 2015-2020 Table 247 NBO Company Shares of Processed Meat and Seafood: % Value 2016-2020 Table 248 LBN Brand Shares of Processed Meat and Seafood: % Value 2017-2020 Table 249 Distribution of Processed Meat and Seafood by Format: % Value 2015-2020 Table 250 Forecast Sales of Processed Meat and Seafood by Category: Volume 2020-2025 Table 251 Forecast Sales of Processed Meat and Seafood by Category: Value 2020-2025 Table 252 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2020-2025 Table 253 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2020-2025

Processed Fruit and Vegetables in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Restrictions on imports and social gatherings greatly reduce demand for popular dish ingredients
Kraft Heinz holds onto top spot despite slow growth, benefiting from wide range and extensive distribution reach
Domestic players hindered by high costs, while multinationals invest in widening distribution

RECOVERY AND OPPORTUNITIES

Economic stabilisation set to encourage shift to more expensive packaged options
Longer working hours boost demand for easy-prepare products that fit well with local dishes
Shelf stable options to drive growth, with frozen products hindered by electricity outages and high prices

CATEGORY DATA

Table 254 Sales of Processed Fruit and Vegetables by Category: Volume 2015-2020 Table 255 Sales of Processed Fruit and Vegetables by Category: Value 2015-2020 Table 256 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2015-2020 Table 257 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2015-2020 Table 258 NBO Company Shares of Processed Fruit and Vegetables: % Value 2016-2020 Table 259 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2017-2020 Table 260 Distribution of Processed Fruit and Vegetables by Format: % Value 2015-2020 Table 261 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025 Table 262 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2020-2025 Table 263 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025 Table 264 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025

Rice, Pasta and Noodles in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Rice, pasta and noodles remain popular for home cooking; rice sees slowest volume growth due to rapidly rising unit prices
Dufil Prima continues to lead value share with brand acquisitions and incentives
Pasta players continue to promote with novelty and originality

RECOVERY AND OPPORTUNITIES

Urban consumers’ ongoing demand brings overall category to maturity
Government ban on imported rice means slow but steady growth, as local producers find new styles of selling their wares
Pasta races ahead as the least mature category, with good scope for further growth

CATEGORY DATA

Table 265 Sales of Rice, Pasta and Noodles by Category: Volume 2015-2020 Table 266 Sales of Rice, Pasta and Noodles by Category: Value 2015-2020 Table 267 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2015-2020 Table 268 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2015-2020 Table 269 NBO Company Shares of Rice, Pasta and Noodles: % Value 2016-2020 Table 270 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2017-2020 Table 271 NBO Company Shares of Rice: % Value 2016-2020 Table 272 LBN Brand Shares of Rice: % Value 2017-2020 Table 273 NBO Company Shares of Pasta: % Value 2016-2020 Table 274 LBN Brand Shares of Pasta: % Value 2017-2020 Table 275 NBO Company Shares of Noodles: % Value 2016-2020 Table 276 LBN Brand Shares of Noodles: % Value 2017-2020 Table 277 Distribution of Rice, Pasta and Noodles by Format: % Value 2015-2020 Table 278 Distribution of Rice by Format: % Value 2015-2020 Table 279 Distribution of Pasta by Format: % Value 2015-2020 Table 280 Distribution of Noodles by Format: % Value 2015-2020 Table 281 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025 Table 282 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2020-2025 Table 283 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025 Table 284 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025
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This report originates from Passport, our Packaged Food research and analysis database.

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