With growing urbanisation and westernisation, as well as the increased availability of packaged spreads products in retail outlets, the category is expected to grow well over the forecast period. Honey continues to lead the way in the category, as it is increasingly available in packaged form in retail outlets, whereas it has generally been consumed in Nigeria in artisanal form.
Consumers are also seeking novel alternatives to regular spreads such as margarine, leading to growing demand for sweet spreads to complement bread, a popular staple food in Nigeria. Niche categories such as chocolate spreads and nuts and seed based spreads are therefore expected to grow quite well over the forecast period.
An improvement in the economy over the forecast period is expected to help boost demand among middle income consumers.
Geurts Conservenfabriek BV remains the leading player in the sweet spreads category in Nigeria. The company’s broad range of brands, along with the marketing drive of its franchise holders, has enabled it to penetrate the category successfully.
Competition within sweet spreads has grown well from a variety of small packaged honey brands. Many local players have resorted to the production of packaged brands that have only regional reach, but their affordability is helping to boost demand against leading international brands.
Manufacturers may start advertising over the coming years in order to boost sales. More domestic players are also expected to enter the category, in a bid to compete with imported brands, particularly in areas such as honey where unpackaged products are plentiful and manufacturers are benefiting from packaging and marketing local honey varieties.
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This industry report originates from Passport, our Packaged Food market research database.