EXECUTIVE SUMMARY
ALCOHOLIC DRINKS RECOVERS IN TOTAL VOLUME GROWTH TERMS IN 2017
After declining in 2016, total alcoholic drinks volume sales grew in 2017 as the Nigerian economy recovered from recession. However, total volume sales growth was slower than the corresponding CAGR for the entire review period, when the market’s performance was boosted by rising incomes and growth in the country’s young and urban populations.
TRADING DOWN CONTINUES ACROSS ALCOHOLIC DRINKS
Due to enduring price sensitivity among consumers, lager continued to see a strong shift towards economy brands in 2017. Such brands were generally only distributed regionally rather than nationwide, though some did begin to expand beyond their home regions to become available in big cities such as Lagos.
COMPETITION IN ALCOHOLIC DRINKS INTENSIFIES
Nigerian Breweries Plc and Guinness Nigeria Plc, subsidiaries of Heineken NV and Diageo Plc respectively, remained the top two players in alcoholic drinks in Nigeria in total volume sales terms in 2017. However, during the review period these two companies faced increasing competition from AB InBev NV subsidiaries Pabod Breweries Ltd and International Breweries Plc, particularly in economy lager.
ON-TRADE CHANNELS CONTINUE TO LEAD BUT OFF-TRADE CONSUMPTION INCREASES STEADILY
Because people in Nigeria mainly drink in groups rather than at home, on-trade channels continued to account for the largest share of total alcoholic drinks volume sales in 2017. Beer is mostly consumed in pubs and bars, though the introduction of cans has helped to increase the overall volume share of off-trade sales in this category in recent years.
POSITIVE MARKET PERFORMANCE PROJECTED OVER THE FORECAST PERIOD
As different categories recover from the relatively weak performances seen over 2016-2017, alcoholic drinks is projected to record robust growth in total volume sales over the forecast period. Economy lager will continue to drive the expansion of the beer category, though mid-priced lager is expected to recover from several years of declining volume sales as economic conditions improve.
OVERVIEW
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Overview
Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks 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 Alcoholic Drinks industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.
When you purchase this report, you also get the data and the content from these category reports in Nigeria for free:
The Alcoholic Drinks in Nigeria market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Alcoholic Drinks in Nigeria?
- What are the major brands in Nigeria?
- Have there been any alcoholic drinks legislative changes over the past 12 months?
- How is the alcoholic drinks industry affected by the recession?
- What is consumed more; beer, wine or spirits?
- What have been the key trends seen in new product developments?
- Do alcoholic drinks consumers want value for money or added value?
Why buy this report?
- 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
This industry report originates from Passport, our Alcoholic Drinks market research database.
TABLE OF CONTENTS
Alcoholic Drinks in Nigeria
EXECUTIVE SUMMARY
Alcoholic drinks recovers in total volume growth terms in 2017
Trading down continues across alcoholic drinks
Competition in alcoholic drinks intensifies
On-trade channels continue to lead but off-trade consumption increases steadily
Positive market performance projected over the forecast period
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TABLE 1 Number of On-trade Establishments by Type 2012-2017
TAXATION AND DUTY LEVIES
TABLE 2 Taxation and Duty Levies on Alcoholic Drinks 2017
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
SUMMARY 1 Key New Product Developments 2017
MARKET INDICATORS
TABLE 3 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017
MARKET DATA
TABLE 4 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
TABLE 5 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
TABLE 6 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
TABLE 7 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
TABLE 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
TABLE 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
TABLE 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
TABLE 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
TABLE 12 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
TABLE 13 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
TABLE 14 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
TABLE 15 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
TABLE 16 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
TABLE 17 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
TABLE 18 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
DEFINITIONS
SOURCES
SUMMARY 2 Research Sources
Beer in Nigeria
HEADLINES
PROSPECTS
Strong performance projected for beer over the forecast period
Competition between lager price bands intensifies
Higher-priced brands have good potential in non-alcoholic beer and stout
COMPETITIVE LANDSCAPE
Nigerian Breweries continues to dominate beer
Economy brands gain ground in 2017
Nigerian Breweries leads innovation
CATEGORY BACKGROUND
Lager price band methodology
SUMMARY 3 Lager by Price Band 2017
TABLE 19 Number of Breweries 2012-2017
CATEGORY DATA
TABLE 20 Sales of Beer by Category: Total Volume 2012-2017
TABLE 21 Sales of Beer by Category: Total Value 2012-2017
TABLE 22 Sales of Beer by Category: % Total Volume Growth 2012-2017
TABLE 23 Sales of Beer by Category: % Total Value Growth 2012-2017
TABLE 24 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
TABLE 25 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
TABLE 26 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
TABLE 27 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
TABLE 28 GBO Company Shares of Beer: % Total Volume 2013-2017
TABLE 29 NBO Company Shares of Beer: % Total Volume 2013-2017
TABLE 30 LBN Brand Shares of Beer: % Total Volume 2014-2017
TABLE 31 Forecast Sales of Beer by Category: Total Volume 2017-2022
TABLE 32 Forecast Sales of Beer by Category: Total Value 2017-2022
TABLE 33 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
TABLE 34 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022
Cider/Perry in Nigeria
HEADLINES
PROSPECTS
Cider/perry benefits from novelty appeal
Competition from spirit-based RTDs limits development potential
On-trade cider/perry consumption set to continue rising
COMPETITIVE LANDSCAPE
Distell Group maintains its commanding lead
Strongbow is the best performing brand
Prospects for perry brands are positive
CATEGORY DATA
TABLE 35 Sales of Cider/Perry: Total Volume 2012-2017
TABLE 36 Sales of Cider/Perry: Total Value 2012-2017
TABLE 37 Sales of Cider/Perry: % Total Volume Growth 2012-2017
TABLE 38 Sales of Cider/Perry: % Total Value Growth 2012-2017
TABLE 39 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2017
TABLE 40 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2017
TABLE 41 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2017
TABLE 42 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2017
TABLE 43 GBO Company Shares of Cider/Perry: % Total Volume 2013-2017
TABLE 44 NBO Company Shares of Cider/Perry: % Total Volume 2013-2017
TABLE 45 LBN Brand Shares of Cider/Perry: % Total Volume 2014-2017
TABLE 46 Forecast Sales of Cider/Perry: Total Volume 2017-2022
TABLE 47 Forecast Sales of Cider/Perry: Total Value 2017-2022
TABLE 48 Forecast Sales of Cider/Perry: % Total Volume Growth 2017-2022
TABLE 49 Forecast Sales of Cider/Perry: % Total Value Growth 2017-2022
Rtds/High-Strength Premixes in Nigeria
HEADLINES
PROSPECTS
Stable volume growth projected for the forecast period
Category poised to benefit from rising incomes among young adults
Spirit-based RTDs set to remain dominant
COMPETITIVE LANDSCAPE
Guinness Nigeria continues to dominate RTDs/high-strength premixes
Nigerian Breweries is the strongest performer
Nigerian Breweries launches Ace Desire
CATEGORY DATA
TABLE 50 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
TABLE 51 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
TABLE 52 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
TABLE 53 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
TABLE 54 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
TABLE 55 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
TABLE 56 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
TABLE 57 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
TABLE 58 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
TABLE 59 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
TABLE 60 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
TABLE 61 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
TABLE 62 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
TABLE 63 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
TABLE 64 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022
Spirits in Nigeria
HEADLINES
PROSPECTS
Cheaper spirits products gain popularity
Demand for smaller pack sizes increases
Whiskies and bitters perform strongly in 2017
COMPETITIVE LANDSCAPE
Two local players lead spirits in 2017
Best brand range continues to gain ground
New launches strengthen consumer interest in various categories
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
SUMMARY 4 Benchmark Brands 2017
CATEGORY DATA
TABLE 65 Sales of Spirits by Category: Total Volume 2012-2017
TABLE 66 Sales of Spirits by Category: Total Value 2012-2017
TABLE 67 Sales of Spirits by Category: % Total Volume Growth 2012-2017
TABLE 68 Sales of Spirits by Category: % Total Value Growth 2012-2017
TABLE 69 Sales of Spirits by Off-trade vs On-trade: Volume 2012-2017
TABLE 70 Sales of Spirits by Off-trade vs On-trade: Value 2012-2017
TABLE 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2012-2017
TABLE 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2012-2017
TABLE 73 Sales of Dark Rum by Price Platform: % Total Volume 2012-2017
TABLE 74 Sales of White Rum by Price Platform: % Total Volume 2012-2017
TABLE 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2012-2017
TABLE 76 Sales of English Gin by Price Platform: % Total Volume 2012-2017
TABLE 77 Sales of Vodka by Price Platform: % Total Volume 2012-2017
TABLE 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2012-2017
TABLE 79 GBO Company Shares of Spirits: % Total Volume 2013-2017
TABLE 80 NBO Company Shares of Spirits: % Total Volume 2013-2017
TABLE 81 LBN Brand Shares of Spirits: % Total Volume 2014-2017
TABLE 82 Forecast Sales of Spirits by Category: Total Volume 2017-2022
TABLE 83 Forecast Sales of Spirits by Category: Total Value 2017-2022
TABLE 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2017-2022
TABLE 85 Forecast Sales of Spirits by Category: % Total Value Growth 2017-2022
Wine in Nigeria
HEADLINES
PROSPECTS
Urbanisation and rising incomes will continue to benefit wine
Trading up likely to resume as economic conditions improve
Outlook for still red wine remains bright
COMPETITIVE LANDSCAPE
Ekulo Group leads wine in 2017
International brands remain dominant
Mid-priced brands lose ground to economy products
CATEGORY DATA
TABLE 86 Sales of Wine by Category: Total Volume 2012-2017
TABLE 87 Sales of Wine by Category: Total Value 2012-2017
TABLE 88 Sales of Wine by Category: % Total Volume Growth 2012-2017
TABLE 89 Sales of Wine by Category: % Total Value Growth 2012-2017
TABLE 90 Sales of Wine by Off-trade vs On-trade: Volume 2012-2017
TABLE 91 Sales of Wine by Off-trade vs On-trade: Value 2012-2017
TABLE 92 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2012-2017
TABLE 93 Sales of Wine by Off-trade vs On-trade: % Value Growth 2012-2017
TABLE 94 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2012-2017
TABLE 95 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2012-2017
TABLE 96 Sales of Still White Wine by Price Segment: % Off-trade Volume 2012-2017
TABLE 97 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2012-2017
TABLE 98 GBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
TABLE 99 NBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
TABLE 100 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2014-2017
TABLE 101 GBO Company Shares of Champagne: % Total Volume 2013-2017
TABLE 102 NBO Company Shares of Champagne: % Total Volume 2013-2017
TABLE 103 LBN Brand Shares of Champagne: % Total Volume 2014-2017
TABLE 104 GBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
TABLE 105 NBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
TABLE 106 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2014-2017
TABLE 107 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
TABLE 108 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
TABLE 109 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2014-2017
TABLE 110 Forecast Sales of Wine by Category: Total Volume 2017-2022
TABLE 111 Forecast Sales of Wine by Category: Total Value 2017-2022
TABLE 112 Forecast Sales of Wine by Category: % Total Volume Growth 2017-2022
TABLE 113 Forecast Sales of Wine by Category: % Total Value Growth 2017-2022
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