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Learn moreAug 2019
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Following heavy declines in 2018, sugar confectionery posted strong growth in both retail volume and current value terms in 2019. This can be primarily attributed to the country’s economy recovering from a turbulent period over 2016-2018, which saw prices rise as a result of depreciation of the local currency.
As sugar confectionery has become more competitive, manufacturers have stepped up their marketing and promotional activities. They have rebranded their products in more attractive packaging, run aggressive advertising campaigns and offered discounted prices to attract more customers.
All sugar confectionery categories in Nigeria are expected to perform well over the forecast period as the economy is predicted to continue to grow, along with the country’s population, which has been estimated at increasing by more than 3% a year. The best performing category is forecast to be pastilles, gums, jellies and chews.
Sugar confectionery in Nigeria continued to be dominated in 2019 by Sweetco Foods. This position can be attributed particularly to the company’s strength in categories such as boiled sweets and lollipops, in which it offers a wide range of brands and products.
Compared with recent years, new product development in the category over 2018/2019 was relatively weak, mainly due to the difficult economic environment, with manufacturers instead focusing on improving the distribution of their brands. The forecast period is expected to see more activity in terms of innovation as companies focus on offering smaller pack sizes in order to make products more affordable to consumers as well as new flavour variants and new products in smaller categories such as pastilles, gums, jellies and chews and mints.
Manufacturers of sugar confectionery, both local and international, are expected to also focus on widening their distribution over the forecast period, particularly to take advantage of the rapid growth of modern retailing channels, in which consumers are more likely to purchase larger pack sizes at cheaper unit prices compared to traditional grocery channels such as kiosks where they tend to purchase single units. Modern grocery retailers will also help to boost visibility and demand for the more sophisticated products preferred by adult consumers, such as toffees, caramels, nougat and mints.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sugar confectionery 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 Sugar confectionery industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Packaged Food market research database.
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.