Spirits is expected to see robust total volume growth over the forecast period, driven by growth in the urban population and the expected recovery of the economy. Spirits performed quite well over the review period despite the challenging conditions, as it offers both affordable options for lower-income consumers, and sophisticated products for higher-income consumers, and the wide range of products and price points is also expected to help maintain growth in the forecast period.
Younger consumers of legal drinking age, including female consumers, will be key to driving the popularity of spirits in Nigeria, as such consumers are more interested in sophisticated alcoholic drinks compared with older people, who tend to prefer beer and other traditional drinks. The promotion of spirits such as cognac and whiskies through celebrity endorsements and promotion through musical shows is also expected to drive growing interest in spirits amongst the younger adult audience.
The tech-savvy and younger population of legal drinking age will continue to drive a shift in distribution channels in spirits in the forecast period. Such groups tend to prefer to consume standard and premium spirits through bars and clubs, which will continue to drive strong growth for the on-trade channel over the forecast period.
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Understand the latest market trends and future growth opportunities for the Spirits 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.
If you're in the Spirits 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
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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