Ready meals in Nigeria remains a relatively niche category with very small sales, as storing the products at frozen or chilled temperatures is hampered due to poor electricity supply, thereby limiting both consumer demand and the ability of retailers to preserve products. The only significant product within the category remains frozen pizza, which is benefiting from growing interest in western food among a small number of Nigerians and the increased visibility of the product in modern grocery retailers.
Value growth over the review period has been weak due to the strong negative impact of the Nigerian economic crisis of 2016. At the beginning of the review period, with the growth of modern retail chains such as Shoprite and Spar, the category performed reasonably well.
As ready meals is a small and developing category, there is no single brand or brands with a consistent presence, so share will remain fragmented in 2020. Available brands over the review period include Dr Oetker Ital Pizza Classic Italian, Iceland Deep Pan Pizza, and Today Tomato Pizza Bases from Heinz.
During 2021, frozen pizza is expected to continue with the negative volume growth it recorded in 2020 as the country continues to feel the negative impact of COVID-19. However, the economy is set to improve over the remainder of the forecast period and frozen pizza is expected to show good growth, as consumer confidence picks up and the expatriate population increases.
Over the forecast period, it is expected that there will be the introduction of more ready meals based on local delicacies by local players. While there were no significant packaged ready meal brands available over the review period, the category began to see various types of local foods available in stores as ready meals, for example rice and traditional stews.
There remains significant potential for private label products in the category, as many consumers of ready meals already shop in modern grocery retailers, which have the capacity to develop private label offerings. Currently, some supermarkets and hypermarkets offer a small selection of ready meals, but these generally still have low sales and are not standardly packaged or branded.
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Understand the latest market trends and future growth opportunities for the Ready Meals industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Ready Meals research and analysis database.
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