EXECUTIVE SUMMARY
PROSPECTS
URBANISATION AND RISING INCOMES WILL CONTINUE TO BENEFIT WINE
Wine in Nigeria is expected to perform well over the forecast period thanks to favourable socioeconomic trends such as rising urbanisation, the expansion of the middle class and growth in the number of people in formal or professional employment, especially women. The category should also benefit from economic recovery, as people with higher incomes are more likely to consume wine.
TRADING UP LIKELY TO RESUME AS ECONOMIC CONDITIONS IMPROVE
Amidst unfavourable economic conditions, wine witnessed a strong trend towards trading down over 2015-2017. For example, consumers switched from expensive champagne brands like Moët & Chandon to more affordable options such as André, and from Carlo Rossi to the cheaper Baron Romero brand in still red wine.
OUTLOOK FOR STILL RED WINE REMAINS BRIGHT
Still red wine, by far the largest wine category in total volume sales terms in 2017, is expected to perform strongly over the forecast period. Still red wine products are generally cheaper than white varieties, and many consumers are first introduced to wine through affordable and widely available red wine brands such as Don Simon, Baron de Romero and Baron de Valls.
COMPETITIVE LANDSCAPE
EKULO GROUP LEADS WINE IN 2017
Ekulo Group continued to lead wine in total volume sales terms in 2017. The company, Nigeria’s leading wine importer, distributes popular brands such as Baron Romero, Baron de Valls, B&G Cuvee Speciale, Don Simon, Escudo Rojo, Moët & Chandon, Dom Pérignon and Pink Lady.
INTERNATIONAL BRANDS REMAIN DOMINANT
International brands dominated total wine volume sales in Nigeria in 2017. Some local importers hold franchises for the distribution of international brands, while others have no connection to producers and import such brands indirectly.
MID-PRICED BRANDS LOSE GROUND TO ECONOMY PRODUCTS
While mid-priced brands such as Carlo Rossi have historically accounted for a large share of total wine volume sales in Nigeria, towards the end of the review period they lost ground as more consumers moved to economy brands. Economy brands continued to perform strongly in 2017 due to their competitive price positioning as compared to standard and premium alternatives.
OVERVIEW
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Overview
Discover the latest market trends and uncover sources of future market growth for the Wine 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 Wine industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.
The Wine 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 volume 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 Wine in Nigeria?
- What are the major brands in Nigeria?
- How do sales of new world wine perform in comparisons to old world wine?
- Which countries are the main wine exporters and importers?
- Is wine mainly consumed in on- or off-trade channels?
- Have other sparkling wines like cava and prosecco benefited during the recession at the cost of Champagne?
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
Wine in Nigeria – Category analysis
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 1 Sales of Wine by Category: Total Volume 2012-2017
TABLE 2 Sales of Wine by Category: Total Value 2012-2017
TABLE 3 Sales of Wine by Category: % Total Volume Growth 2012-2017
TABLE 4 Sales of Wine by Category: % Total Value Growth 2012-2017
TABLE 5 Sales of Wine by Off-trade vs On-trade: Volume 2012-2017
TABLE 6 Sales of Wine by Off-trade vs On-trade: Value 2012-2017
TABLE 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2012-2017
TABLE 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2012-2017
TABLE 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2012-2017
TABLE 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2012-2017
TABLE 11 Sales of Still White Wine by Price Segment: % Off-trade Volume 2012-2017
TABLE 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2012-2017
TABLE 13 GBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
TABLE 14 NBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
TABLE 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2014-2017
TABLE 16 GBO Company Shares of Champagne: % Total Volume 2013-2017
TABLE 17 NBO Company Shares of Champagne: % Total Volume 2013-2017
TABLE 18 LBN Brand Shares of Champagne: % Total Volume 2014-2017
TABLE 19 GBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
TABLE 20 NBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
TABLE 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2014-2017
TABLE 22 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
TABLE 23 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
TABLE 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2014-2017
TABLE 25 Forecast Sales of Wine by Category: Total Volume 2017-2022
TABLE 26 Forecast Sales of Wine by Category: Total Value 2017-2022
TABLE 27 Forecast Sales of Wine by Category: % Total Volume Growth 2017-2022
TABLE 28 Forecast Sales of Wine by Category: % Total Value Growth 2017-2022
Alcoholic Drinks in Nigeria – Industry Overview
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 29 Number of On-trade Establishments by Type 2012-2017
TAXATION AND DUTY LEVIES
TABLE 30 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 31 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017
MARKET DATA
TABLE 32 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
TABLE 33 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
TABLE 34 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
TABLE 35 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
TABLE 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
TABLE 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
TABLE 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
TABLE 39 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
TABLE 40 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
TABLE 41 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
TABLE 42 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
TABLE 43 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
TABLE 44 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
TABLE 45 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
TABLE 46 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
DEFINITIONS
SOURCES
SUMMARY 2 Research Sources
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