Tobacco in Nigeria

June 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Tobacco industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Cigarettes
  • Cigars, Cigarillos and Smoking Tobacco
  • Smokeless Tobacco, E-Vapour Products and Heated Tobacco

If you're in the Tobacco industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Tobacco in Nigeria report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Tobacco in Nigeria?
  • Which are the leading brands in Tobacco in Nigeria?
  • How are products distributed in Tobacco in Nigeria?
  • Which category is the most heavily taxed in Nigeria?
  • How is the operating environment for Tobacco changing?
  • What are the current legislative restrictions applicable to the sale of Tobacco products in Nigeria?
  • How has COVID-19 impacted demand?
  • How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
  • Where is future growth expected to be most dynamic?

Tobacco in Nigeria

EXECUTIVE SUMMARY

COVID-19 impact on tobacco
COVID-19 country impact
Company response
Retailing shift
What next for tobacco?

OPERATING ENVIRONMENT

Legislation
Legislative overview Summary 1 Legislation Summary at a Glance
Minimum legal smoking age
Smoking prevalence
Health warnings
Plain packaging
Point-of-sale display bans
Flavoured tobacco product ban
Reduced harm
Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 1 Number of Adult Smokers by Gender 2015-2020

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2015-2020 Table 3 Sales of Tobacco by Category: Value 2015-2020 Table 4 Sales of Tobacco by Category: % Volume Growth 2015-2020 Table 5 Sales of Tobacco by Category: % Value Growth 2015-2020 Table 6 Forecast Sales of Tobacco by Category: Volume 2020-2025 Table 7 Forecast Sales of Tobacco by Category: Value 2020-2025 Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2020-2025 Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 2 Research Sources

Cigarettes in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Stable demand for cigarettes but rising prices force lower-income consumers to switch to economy segment or illicit trade in 2020
Premium cigarettes retains overall dominance in terms of demand
Despite loss of share to smaller players, British American Tobacco retains dominance of cigarettes with wide product portfolio

RECOVERY AND OPPORTUNITIES

Low positive demand predicted for cigarettes driven by population growth
Premium segment to remain dominant but new regulations on menthol options could be damaging in terms of innovation and further development
New legislative changes to packaging and tougher enforcement on sales of single cigarettes could also influence category’s predicted growth trajectory

TAXATION AND PRICING

Taxation rates
Summary 3 Taxation and Duty Levies 2015-2020
Average cigarette pack price breakdown
Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 10 Sales of Cigarettes: Volume 2015-2020 Table 11 Sales of Cigarettes by Category: Value 2015-2020 Table 12 Sales of Cigarettes: % Volume Growth 2015-2020 Table 13 Sales of Cigarettes by Category: % Value Growth 2015-2020 Table 14 Sales of Cigarettes by Blend: % Volume 2015-2020 Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2015-2020 Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2015-2020 Table 17 Sales of Cigarettes by Pack Size: % Volume 2015-2020 Table 18 Sales of Cigarettes by Price Band: % Volume 2015-2020 Table 19 NBO Company Shares of Cigarettes: % Volume 2016-2020 Table 20 LBN Brand Shares of Cigarettes: % Volume 2017-2020 Table 21 Sales of Cigarettes by Distribution Format: % Volume 2015-2020 Table 22 Illicit Trade Estimate of Cigarettes: Volume 2015-2020 Table 23 Forecast Sales of Cigarettes: Volume 2020-2025 Table 24 Forecast Sales of Cigarettes by Category: Value 2020-2025 Table 25 Forecast Sales of Cigarettes: % Volume Growth 2020-2025 Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2020-2025 Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2020-2025 Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2020-2025 Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2020-2025 Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2020-2025 Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2020-2025

Cigars, Cigarillos and Smoking Tobacco in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Declining demand for niche of cigars and cigarillos due to rising price sensitivity and closure of horeca, reducing social aspect
Smoking tobacco offers affordable alternative to cigarettes for lower-income consumers
Cigars and cigarillos marked by two dominant players

RECOVERY AND OPPORTUNITIES

Positive forecast for cigars and cigarillos although category will remain a niche overall
Social aspect of cigar smoking likely to return once restrictions are relaxed
Despite positive outlook for smoking tobacco, potential ban on flavoured tobacco could influence category’s development

CATEGORY DATA

Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2015-2020 Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2015-2020 Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2015-2020 Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2015-2020 Table 36 Sales of Cigars by Size: % Volume 2015-2020 Table 37 Sales of Cigarillos by Price Platform 2015-2020 Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2016-2020 Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2017-2020 Table 40 NBO Company Shares of Cigars: % Volume 2016-2020 Table 41 LBN Brand Shares of Cigars: % Volume 2017-2020 Table 42 NBO Company Shares of Cigarillos: % Volume 2016-2020 Table 43 LBN Brand Shares of Cigarillos: % Volume 2017-2020 Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2016-2020 Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2017-2020 Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2016-2020 Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2017-2020 Table 48 Distribution of Cigars and Cigarillos by Format: % Volume 2015-2020 Table 49 Distribution of Smoking Tobacco by Format: % Volume 2015-2020 Table 50 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2020-2025 Table 51 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2020-2025 Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2020-2025 Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2020-2025

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Smokeless tobacco remains dominant value category, offering more affordable alternative to traditional options
E-vapour products remains niche due to high price points, therefore offering limited base of affluent urban consumers
Radford Snuff retains dominance of smoking tobacco, while e-vapour products remains highly fragmented in 2020

RECOVERY AND OPPORTUNITIES

Likely further move away from traditional tobacco amongst Nigerians offers opportunity for further expansion
Stronger demand for smoking tobacco compared to review period
E-vapour products offers strong value growth potential, but development could be impacted by further legislation

CATEGORY INDICATORS

Table 54 Number of Adult Vapers 2015-2020

CATEGORY DATA

Table 55 Sales of Smokeless Tobacco by Category: Volume 2015-2020 Table 56 Sales of Smokeless Tobacco by Category: % Volume Growth 2015-2020 Table 57 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2015-2020 Table 58 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2015-2020 Table 59 Sales of E-Liquids by Nicotene Strength: % Value 2018-2020 Table 60 NBO Company Shares of Smokeless Tobacco: % Volume 2016-2020 Table 61 LBN Brand Shares of Smokeless Tobacco: % Volume 2017-2020 Table 62 NBO Company Shares of E-Vapour Products: % Value 2016-2020 Table 63 LBN Brand Shares of E-Vapour Products: % Value 2017-2020 Table 64 Distribution of Smokeless Tobacco by Format: % Volume 2015-2020 Table 65 Distribution of E-Vapour Products by Format: % Value 2015-2020 Table 66 Forecast Sales of Smokeless Tobacco by Category: Volume 2020-2025 Table 67 Forecast Sales of Smokeless Tobacco by Category: % Volume Growth 2020-2025 Table 68 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2020-2025 Table 69 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2020-2025

Tobacco Free Oral Nicotine in Nigeria

2020 IMPACT

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This report originates from Passport, our Tobacco research and analysis database.

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