Spirits in Nigeria

PROSPECTS

Cheaper spirits products gain popularity

The sluggish pace of Nigeria’s economic recovery led many consumers to trade down to cheaper spirits products in 2017. This trend supported strong performances by locally manufactured bitters, gin and dark rum brands.

Demand for smaller pack sizes increases

The challenging economic climate also bolstered demand for smaller pack sizes across most spirits categories in 2017. Manufacturers in cheaper categories like gin and bitters responded by offering small sachet packs, which gave their brands an advantage over more expensive products that were not available in such formats.

Whiskies and bitters perform strongly in 2017

Bitters was one of the best performing spirits categories in Nigeria in 2017. While its comparatively low price positioning ensured the category was a key destination for consumers who were trading down, it also benefited from the fact that many Nigerians perceive bitters products made with herbs to have medicinal properties.

COMPETITIVE LANDSCAPE

Two local players lead spirits in 2017

Nigeria Distilleries led spirits in total volume sales terms in 2017 thanks to its wide range of affordable brands. Its gin and schnapps products are particularly popular among spirits drinkers in Nigeria, with Seaman's Schnapps being one of its best-known brands.

Best brand range continues to gain ground

Led by Best Gin and Best Classic Whisky, Best from Tanamont Nigeria was one of the strongest performing brand ranges in spirits in 2017. Best Cream – which during the review period overtook traditional category leaders Baileys Irish Cream and Amarula to become the top brand in cream-based liqueurs – also performed well thanks to its lower price point and wide distribution coverage.

New launches strengthen consumer interest in various categories

Novel flavours were a key focus for new product development activity in spirits in 2017 as companies sought to maintain consumer interest in their brands. This was particularly the case in rum, a category where consumers often seek to cut the harsh taste of products by mixing them with soft drinks.

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