Sports Drinks in Nigeria

PROSPECTS

Fitness trend boosts growth in sports drinks

Sports drinks saw strong off-trade volume growth and exceptionally high off-trade current value growth in 2019. However, sports drinks is expected to remain a small category within soft drinks, as most Nigerians do not exercise regularly, and even those that do, tend not to consume sports drinks.

Rapid growth expected as benefits better communicated

Sports drinks is expected to continue to perform well in off-trade volume and current value terms over the forecast period. Sports drinks is a relatively small category, and will find appeal amongst the segment of the population keen on sports and attracted by the benefits and health attributes of these products.

Growth boosted by the spread of modern retail chains

Sales of sports drinks are being boosted by the rise of modern retail channels, especially supermarkets and hypermarkets from Shoprite and Spar, which tend to stock more Western products. The increased availability and visibility of products in these outlets will therefore ensure continued growth over the forecast period.

COMPETITIVE LANDSCAPE

Suntory Beverages and Food Nigeria maintains its dominance

Suntory Beverage and Food Nigeria continued to dominate sports drinks in Nigeria in off-trade value terms in 2019. Many athletes and fitness gurus perceive Lucozade as a health supplement that gives or replaces energy, and it is also widely available, given its effective distribution network across the country.

Energade suffers a decline due to poor visibility and availability

The only other notable brand in energy drinks, Energade from Bromor Foods, suffers greatly from the stifling dominance of Lucozade. Energade’s performance in 2019 was hit by almost non-existent brand support and a low presence in retail stores, as the cost of imports rose and the brand lost retail space and share to Suntory Beverage & Food Nigeria’s cheaper Lucozade brand.

Manufacturers support sports activities to drive sales

Manufacturers have ensured that their brands are identified with sporting events through the sponsorship of such events. It has become a common sight to see various sports drinks sold or distributed via branded kiosks at sporting venues, where these products are often consumed.

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