Spirits in Nigeria

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.

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