Executive Summary

Jul 2019
PROSPECTS
Consumers show a preference for economy brands

Spirits in Nigeria is seeing good total volume growth due to the affordability of such products. For many low-income consumers in the country, spirits are an affordable alternative to more expensive products, such as wine and beer, particularly as less can be consumed to achieve satisfaction.

Vodka sees the best performance

Vodka saw the best performance within spirits in total volume terms in 2018. This was due mainly to the strong performance of leading brands such as Absolut in 2018.

Marketing and promotional activities help to drive growth

In 2018, marketing campaigns by the leading companies led to the growing popularity of their brands in the midst of slow economic recovery; thus, helping to drive growth in spirits. Leading producers of spirits have acknowledged the fact that consumers’ low purchasing power is threatening volume sales of their major brands.

COMPETITIVE LANDSCAPE
Nigeria Distilleries leads spirits

Nigeria Distilleries led total volume sales of spirits in 2018, because of its wide range of readily available and affordable brands. Its gin and schnapps brands are very popular amongst consumers of spirits in Nigeria, with Seaman’s Schnapps and Lord’s Dry Gin being well-known brands that are consumed at traditional weddings and festivals.

Brands from Intercontinental Distillers perform well

Brands from Intercontinental Distillers, led by Chelsea London Dry Gin, Eagle Aromatic Schnapps and Action Bitters, were amongst the best-performing brands in their categories in 2018. The widespread availability of these brands, particularly in smaller pack sizes, helped to boost volume growth.

New product developments

New product launches in spirits were relatively few in 2018 compared with recent years, due to the harsh economic conditions. Two major key launches were Absolut Abstrakt in bitters and Mr Dowell’s (previously known as McDowell’s) in whiskies.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Spirits in Nigeria

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Spirits 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 volume 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 Spirits in Nigeria?
  • What are the major brands in Nigeria?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

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 Alcoholic Drinks market research database.

Spirits in Nigeria - Category analysis

HEADLINES

PROSPECTS

Consumers show a preference for economy brands
Vodka sees the best performance
Marketing and promotional activities help to drive growth

COMPETITIVE LANDSCAPE

Nigeria Distilleries leads spirits
Brands from Intercontinental Distillers perform well
New product developments

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 10 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 12 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 13 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 15 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 16 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 17 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 18 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 19 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks remains dynamic as the urban and young adult population grows
Weak consumer purchasing power hampers value growth, but volumes grow well
Anheuser-Busch InBev competes aggressively against the leading companies
On-trade trumps off-trade, performing well despite the weak economy
Good growth is expected for alcoholic drinks over the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table On-trade establishments 2013-2018

TAXATION AND DUTY LEVIES

Table 22 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 25 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Related Reports