Sports Drinks in Nigeria

PROSPECTS

Sports drinks remains a small category

Sports drinks is expected to remain a small category in soft drinks, as demand is likely to be limited to sportspersons and fitness enthusiasts. Most Nigerians do not exercise regularly, and even those that do tend not to consume sports drinks.

Players target key consumption occasions

Manufacturers are also expected to bet on sports events and gymnasiums to improve their market penetration and consumer reach. Increased awareness of product content and potential benefits may also see some consumers shift from energy drinks to sports drinks.

Exposure to Western cultures expands the potential consumer base

More and more Nigerians are exposed to Western cultures via the media, including the burgeoning social media space, or by having studied or worked abroad. Therefore, more modern consumers are interested in participation in sports or regular exercise as part of healthier lifestyles.

COMPETITIVE LANDSCAPE

Suntory Beverage & Food Nigeria consolidates position

Suntory Beverage & Food Nigeria is well placed to consolidate its strong leadership of sports drinks over the forecast period. The company has grown brand awareness for Lucozade through intense marketing and promotional campaigns at the national level.

Space remains for new entrants

As the category is still in its infancy, Suntory Beverage & Food Nigeria’s success is likely to attract new entrants, enticed by the opportunities for higher profit margins in a small field. Newly introduced ranges are expected to be aimed at Nigeria’s growing middle- and high-income populations, especially younger, sporty consumers.

Energade suffers sharp decline

Energade (Bromor Foods) was the only other significant brand in sports drinks during the review period. However, the brand rapidly lost ground towards the end of the review period to hold only a marginal-to-slight retail value share by 2018.

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