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Country Report

Soft Drinks in

Soft Drinks in Nigeria

Dec 2019

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Executive Summary

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Growth supported by the rising population, urbanisation and wider distribution

In 2019, dynamic off-trade volume growth of soft drinks was supported mainly by the rising population. The performance was also positively impacted by urbanisation and the growing number of modern grocery retailers in towns and cities; with energy drinks and sports drinks, for instance, seeing greater market penetration.

New regulations affect soft drinks

Effective from 1 January 2019, the National Agency for Food and Drugs Administration and Control (NAFDAC) compelled soft drinks manufacturers to provide information on product ingredients and expiration dates. Furthermore, from 2017 Nigerian Bottling Company (NBC), The Coca-Cola Co’s local bottler, had to add warning labels to Fanta and Sprite bottles to inform consumers of the health risks associated with mixing these products with ascorbic acid (vitamin C).

Coca-Cola Nigeria leads an increasingly competitive landscape

Coca-Cola Nigeria remained the leading player in the increasingly competitive soft drinks landscape in both off-trade volume and value terms in 2019. The company has its highest sales and a dominant position in carbonates, as well as a strong presence in juice and bottled water.

Flavour innovation on the rise in various categories

Towards the end of the review period product innovation centred on flavours. The emerging health and wellness trend stimulated launches in juice, such as CHI’s expansion of its Chivita (100% juice) range with Chapman Happy Hour and Frooty Happy Hour.

Continued off-trade volume growth for all categories, despite some challenges

Soft drinks is expected to continue to see off-trade volume growth over the forecast period, with a similar performance to that seen in the review period. Growth is expected to be supported by the country’s improving economic performance, which will lead to higher disposable incomes.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Nigeria for free:

The Soft Drinks 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
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Soft Drinks in Nigeria?
What are the major brands in Nigeria?
What potential exists for multinational vs. local soft drinks companies looking to increase market share?
How have changing social attitudes affected soft drink sales?
How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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.

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Soft Drinks in Nigeria

EXECUTIVE SUMMARY

Growth supported by the rising population, urbanisation and wider distribution

New regulations affect soft drinks

Coca-Cola Nigeria leads an increasingly competitive landscape

Flavour innovation on the rise in various categories

Continued off-trade volume growth for all categories, despite some challenges

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-2019
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2014-2019
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-2019
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2014-2019
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2014-2019
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2014-2019
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2019
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024

SOURCES

Summary 1 Research Sources

Bottled Water in Nigeria

HEADLINES

PROSPECTS

Sachet water remains affordable within still bottled water

The average unit price increases sharply due to rising production costs

Bottled water is expected to perform well due to a lack of safe drinking water

COMPETITIVE LANDSCAPE

Nestlé Nigeria’s aggressive marketing helps it take the lead in value terms

Coca-Cola leads bottled water in volume terms due to reliable quality

Mr V Premium Water targets motorists to maintain growth

CATEGORY DATA

Table 31 Off-trade Sales of Bottled Water by Category: Volume 2014-2019
Table 32 Off-trade Sales of Bottled Water by Category: Value 2014-2019
Table 33 Off-trade Sales of Bottled Water by Category: % Volume Growth 2014-2019
Table 34 Off-trade Sales of Bottled Water by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Off-trade Bottled Water: % Volume 2015-2019
Table 36 LBN Brand Shares of Off-trade Bottled Water: % Volume 2016-2019
Table 37 NBO Company Shares of Off-trade Bottled Water: % Value 2015-2019
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Value 2016-2019
Table 39 Forecast Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 40 Forecast Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 41 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 42 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024

Carbonates in Nigeria

HEADLINES

PROSPECTS

Non-cola carbonates performs well thanks to new launches

Steady growth expected along with economic recovery

A variety of pack sizes to meet different needs

COMPETITIVE LANDSCAPE

Coca-Cola Nigeria dominates carbonates in Nigeria

Rite Foods sees the best performance for a second consecutive year

Sustained marketing/advertising campaigns by leading companies

CATEGORY DATA

Table 43 Off-trade vs On-trade Sales of Carbonates: Volume 2014-2019
Table 44 Off-trade vs On-trade Sales of Carbonates: Value 2014-2019
Table 45 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2014-2019
Table 46 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2014-2019
Table 47 Off-trade Sales of Carbonates by Category: Volume 2014-2019
Table 48 Off-trade Sales of Carbonates by Category: Value 2014-2019
Table 49 Off-trade Sales of Carbonates by Category: % Volume Growth 2014-2019
Table 50 Off-trade Sales of Carbonates by Category: % Value Growth 2014-2019
Table 51 Leading Flavours for Non-cola Carbonates: % Volume 2014-2019
Table 52 NBO Company Shares of Off-trade Carbonates: % Volume 2015-2019
Table 53 LBN Brand Shares of Off-trade Carbonates: % Volume 2016-2019
Table 54 NBO Company Shares of Off-trade Carbonates: % Value 2015-2019
Table 55 LBN Brand Shares of Off-trade Carbonates: % Value 2016-2019
Table 56 Forecast Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 57 Forecast Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 58 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 59 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024

Concentrates in Nigeria

HEADLINES

PROSPECTS

Impressive growth expected in concentrates over the forecast period

Liquid concentrates leads growth due to wider availability and smaller pack sizes

Powder concentrates remain popular for their portability

COMPETITIVE LANDSCAPE

Suntory Beverage and Food Nigeria dominates due to high brand equity

Some consumers look for more affordable options

No key new launches as players concentrate on ensuring availability

CATEGORY DATA

Concentrates conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 60 Off-trade Sales of Concentrates (RTD) by Category: Volume 2014-2019
Table 61 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2014-2019
Table 62 Off-trade Sales of Concentrates by Category: Value 2014-2019
Table 63 Off-trade Sales of Concentrates by Category: % Value Growth 2014-2019
Table 64 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2014-2019
Table 65 Leading Flavours for Off-trade Powder Concentrates: % Volume 2014-2019
Table 66 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2015-2019
Table 67 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2016-2019
Table 68 NBO Company Shares of Off-trade Concentrates: % Value 2015-2019
Table 69 LBN Brand Shares of Off-trade Concentrates: % Value 2016-2019
Table 70 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2019
Table 71 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2019
Table 72 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2019
Table 73 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2019
Table 74 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 75 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 76 Forecast Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 77 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024

Energy Drinks in Nigeria

HEADLINES

PROSPECTS

2019 sees good growth despite sluggish economic recovery

Stronger growth expected due to the demand for an energy boost

Average unit prices increase steeply along with high production costs

COMPETITIVE LANDSCAPE

Sun Mark leads in value terms due to competitive pricing and wide distribution

Suntory Beverage and Food leads in volume terms due to its price and long history

Rite Foods and Coca-Cola Nigeria post strong growth

CATEGORY DATA

Table 78 Off-trade Sales of Energy Drinks: Volume 2014-2019
Table 79 Off-trade Sales of Energy Drinks: Value 2014-2019
Table 80 Off-trade Sales of Energy Drinks: % Volume Growth 2014-2019
Table 81 Off-trade Sales of Energy Drinks: % Value Growth 2014-2019
Table 82 NBO Company Shares of Off-trade Energy Drinks: % Volume 2015-2019
Table 83 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2016-2019
Table 84 NBO Company Shares of Off-trade Energy Drinks: % Value 2015-2019
Table 85 LBN Brand Shares of Off-trade Energy Drinks: % Value 2016-2019
Table 86 Forecast Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 87 Forecast Off-trade Sales of Energy Drinks: Value 2019-2024
Table 88 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 89 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2019-2024

Juice in Nigeria

HEADLINES

PROSPECTS

Reconstituted 100% juice sees rapid growth due to the health trend

Strong growth forecast as more people buy healthy packaged products

NAFDAC reviews the Fruit Juice and Nectar Regulations in 2019

COMPETITIVE LANDSCAPE

CHI leads juice with a wide portfolio and distribution

Ranona sees a strong performance due to wide product availability

Coca-Cola benefits from its strong distribution

CATEGORY DATA

Table 90 Off-trade Sales of Juice by Category: Volume 2014-2019
Table 91 Off-trade Sales of Juice by Category: Value 2014-2019
Table 92 Off-trade Sales of Juice by Category: % Volume Growth 2014-2019
Table 93 Off-trade Sales of Juice by Category: % Value Growth 2014-2019
Table 94 Leading Flavours for Off-trade 100% Juice: % Volume 2014-2019
Table 95 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2014-2019
Table 96 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2014-2019
Table 97 NBO Company Shares of Off-trade Juice: % Volume 2015-2019
Table 98 LBN Brand Shares of Off-trade Juice: % Volume 2016-2019
Table 99 NBO Company Shares of Off-trade Juice: % Value 2015-2019
Table 100 LBN Brand Shares of Off-trade Juice: % Value 2016-2019
Table 101 Forecast Off-trade Sales of Juice by Category: Volume 2019-2024
Table 102 Forecast Off-trade Sales of Juice by Category: Value 2019-2024
Table 103 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 104 Forecast Off-trade Sales of Juice by Category: % Value Growth 2019-2024

RTD Tea in Nigeria

HEADLINES

PROSPECTS

RTD tea expected to grow due to popularity of hot tea

Growing youth population and declining unit prices likely to drive growth

RTD tea rides the health and wellness wave

COMPETITIVE LANDSCAPE

CHI dominates RTD tea thanks to leveraging its popularity in juice

CHI posts higher growth in 2019 due to rebranding

Lipton Iced Tea is the only international brand and struggles to achieve growth

CATEGORY DATA

Table 105 Off-trade Sales of RTD Tea by Category: Volume 2014-2019
Table 106 Off-trade Sales of RTD Tea by Category: Value 2014-2019
Table 107 Off-trade Sales of RTD Tea by Category: % Volume Growth 2014-2019
Table 108 Off-trade Sales of RTD Tea by Category: % Value Growth 2014-2019
Table 109 Leading Flavours for Off-trade RTD Tea: % Volume 2014-2019
Table 110 NBO Company Shares of Off-trade RTD Tea: % Volume 2015-2019
Table 111 LBN Brand Shares of Off-trade RTD Tea: % Volume 2016-2019
Table 112 NBO Company Shares of Off-trade RTD Tea: % Value 2015-2019
Table 113 LBN Brand Shares of Off-trade RTD Tea: % Value 2016-2019
Table 114 Forecast Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 115 Forecast Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 116 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 117 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024

Sports Drinks in Nigeria

HEADLINES

PROSPECTS

Fitness trend boosts growth in sports drinks

Rapid growth expected as benefits better communicated

Growth boosted by the spread of modern retail chains

COMPETITIVE LANDSCAPE

Suntory Beverages and Food Nigeria maintains its dominance

Energade suffers a decline due to poor visibility and availability

Manufacturers support sports activities to drive sales

CATEGORY DATA

Table 118 Off-trade Sales of Sports Drinks: Volume 2014-2019
Table 119 Off-trade Sales of Sports Drinks: Value 2014-2019
Table 120 Off-trade Sales of Sports Drinks: % Volume Growth 2014-2019
Table 121 Off-trade Sales of Sports Drinks: % Value Growth 2014-2019
Table 122 NBO Company Shares of Off-trade Sports Drinks: % Volume 2015-2019
Table 123 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2016-2019
Table 124 NBO Company Shares of Off-trade Sports Drinks: % Value 2015-2019
Table 125 LBN Brand Shares of Off-trade Sports Drinks: % Value 2016-2019
Table 126 Forecast Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 127 Forecast Off-trade Sales of Sports Drinks: Value 2019-2024
Table 128 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 129 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2019-2024

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Megatrends

Country Report

Soft Drinks in Nigeria

New Report Guarantee

Executive Summary

New Report Guarantee

Growth supported by the rising population, urbanisation and wider distribution

New regulations affect soft drinks

Coca-Cola Nigeria leads an increasingly competitive landscape

Flavour innovation on the rise in various categories

Continued off-trade volume growth for all categories, despite some challenges

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Overview

Why buy this report?

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Table of Contents

Soft Drinks in Nigeria

EXECUTIVE SUMMARY

Growth supported by the rising population, urbanisation and wider distribution

New regulations affect soft drinks

Coca-Cola Nigeria leads an increasingly competitive landscape

Flavour innovation on the rise in various categories

Continued off-trade volume growth for all categories, despite some challenges

MARKET DATA

SOURCES

Bottled Water in Nigeria

HEADLINES

PROSPECTS

Sachet water remains affordable within still bottled water

The average unit price increases sharply due to rising production costs

Bottled water is expected to perform well due to a lack of safe drinking water

COMPETITIVE LANDSCAPE

Nestlé Nigeria’s aggressive marketing helps it take the lead in value terms

Coca-Cola leads bottled water in volume terms due to reliable quality

Mr V Premium Water targets motorists to maintain growth

CATEGORY DATA

Carbonates in Nigeria

HEADLINES

PROSPECTS

Non-cola carbonates performs well thanks to new launches

Steady growth expected along with economic recovery

A variety of pack sizes to meet different needs

COMPETITIVE LANDSCAPE

Coca-Cola Nigeria dominates carbonates in Nigeria

Rite Foods sees the best performance for a second consecutive year

Sustained marketing/advertising campaigns by leading companies

CATEGORY DATA

Concentrates in Nigeria

HEADLINES

PROSPECTS

Impressive growth expected in concentrates over the forecast period

Liquid concentrates leads growth due to wider availability and smaller pack sizes

Powder concentrates remain popular for their portability

COMPETITIVE LANDSCAPE

Suntory Beverage and Food Nigeria dominates due to high brand equity

Some consumers look for more affordable options

No key new launches as players concentrate on ensuring availability

CATEGORY DATA

Concentrates conversions

Energy Drinks in Nigeria

HEADLINES

PROSPECTS

2019 sees good growth despite sluggish economic recovery

Stronger growth expected due to the demand for an energy boost

Average unit prices increase steeply along with high production costs

COMPETITIVE LANDSCAPE

Sun Mark leads in value terms due to competitive pricing and wide distribution

Suntory Beverage and Food leads in volume terms due to its price and long history

Rite Foods and Coca-Cola Nigeria post strong growth

CATEGORY DATA

Juice in Nigeria

HEADLINES

PROSPECTS

Reconstituted 100% juice sees rapid growth due to the health trend

Strong growth forecast as more people buy healthy packaged products

NAFDAC reviews the Fruit Juice and Nectar Regulations in 2019

COMPETITIVE LANDSCAPE

CHI leads juice with a wide portfolio and distribution

Ranona sees a strong performance due to wide product availability