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RTD Tea in
Nigeria

Country Report

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Executive Summary

Mar 2019
PROSPECTS
RTD tea continues to expand from a small base

RTD tea is set to increase its market penetration over the forecast period. This development is supported by the expansion of chained modern grocery retailers, where RTD tea products are most likely to be found.

Stronger competition and a wider product variety

The small competitive field in the review period is expected to encourage new entrants to join RTD tea. Manufacturers are likely to be attracted by the higher profit margins deriving from premiumisation.

RTD tea rides the health and wellness wave

RTD tea has derived benefit from similar positioning to juice in Nigeria, in line with the growing health and wellness trend. Therefore, it is expected to continue to develop along the lines of “healthy” positioning, as most of these products are fruit-flavoured.

COMPETITIVE LANDSCAPE
CHI Ltd dominates RTD tea in 2018

CHI Ltd continued to dominate RTD tea in 2018 through its Chi Ice Tea brand. The company leverages on its strong brand equity in juice, with consumers seeing its RTD tea as an extension of the portfolio.

Local players enjoy consumer loyalty

RTD tea consumers have shown more loyalty to local brands, which are often available at more competitive prices. Thus, Chi Ice Tea, which is packaged locally and widely distributed, gained a competitive edge over international rivals, especially during the recession.

Lipton Iced Tea loses ground as the economy recovers

Lipton Iced Tea remained the only international brand in the category in 2018. Although Unilever initially benefited from Lipton’s brand equity in hot tea, its RTD tea suffered from low visibility in the market.

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RTD Tea in Nigeria

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Tea 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 RTD Tea industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTD Tea in Nigeria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of RTD Tea in Nigeria?
  • What are the major brands in Nigeria?
  • What flavors of RTD Tea, like green tea, are the most popular in Nigeria?
  • Who is the consumer profile of RTD tea drinkers in Nigeria?
  • What are the key on-trade market trends for RTD Tea sales and how these are changing?
  • What is the key on-trade distribution channel for Nigeria?
  • Are fountain sales available for RTD Tea in Nigeria?

Why 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 industry report originates from Passport, our Soft Drinks market research database.

RTD Tea in Nigeria - Category analysis

HEADLINES

PROSPECTS

RTD tea continues to expand from a small base
Stronger competition and a wider product variety
RTD tea rides the health and wellness wave

COMPETITIVE LANDSCAPE

CHI Ltd dominates RTD tea in 2018
Local players enjoy consumer loyalty
Lipton Iced Tea loses ground as the economy recovers

CATEGORY DATA

Table 1 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 2 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 3 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 4 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 5 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 6 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 7 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 8 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 9 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 10 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 11 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 12 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 13 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Soft Drinks in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Retail volume sales rise as the economy recovers
NAFDAC imposes labelling for soft drinks
Coca-Cola Nigeria leads an increasingly competitive landscape
Flavour innovation on the rise
Demand for soft drinks set to rise over the forecast period

MARKET DATA

Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 23 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 25 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 27 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 28 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 29 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 30 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 31 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 32 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 38 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023

APPENDIX

Fountain sales in Nigeria
Trends

SOURCES

Summary 1 Research Sources