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Alcoholic Drinks in Nigeria

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    Report

  • 76 Pages
  • July 2023
  • Region: Nigeria
  • Euromonitor International
  • ID: 339715
Alcoholic drinks saw a moderate total volume decline in 2022, as weaker consumer spending power due to high inflation and the poor economy, alongside strong unit price increases, limited consumption. Nonetheless, many alcoholic drinks categories proved to be quite resilient despite these difficulties. Total volume sales grew well for categories dominated by economy brands, particularly gin and bitters, whilst value sales grew strongly for all categories, on the back of rising unit prices.

The analyst's Alcoholic Drinks in Nigeria report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2018-2022), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage:
Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage:
Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Alcoholic Drinks market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

ALCOHOLIC DRINKS IN NIGERIA
EXECUTIVE SUMMARY
  • Alcoholic drinks in 2022: The big picture
  • 2022 key trends
  • Competitive landscape
  • Retailing developments
  • On-trade vs off-trade split
  • What next for alcoholic drinks?
  • 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 2016-2022
TAXATION AND DUTY LEVIES
  • Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2022
OPERATING ENVIRONMENT
  • Contraband/parallel trade
  • Duty free
  • Cross-border/private imports
  • KEY NEW PRODUCT LAUNCHES
  • Outlook
  • MARKET INDICATORS
  • Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2017-2022
MARKET DATA
  • Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
  • Table 4 Sales of Alcoholic Drinks by Category: Total Value 2017-2022
  • Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
  • Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
  • Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2022
  • Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2022
  • Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2022
  • Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2022
  • Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2018-2022
  • Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2017-2022
  • Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2022
  • Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2022-2027
  • Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2022-2027
  • Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2022-2027
  • Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2022-2027
DISCLAIMER
SOURCES
  • Summary 2 Research SOURCES
  • BEER IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Volume decline driven by worsening economic problems and poor weather
  • Flavoured/mixed lager and premium lager buck the overall declining trend
  • Nigerian Breweries increases its dominance of beer
PROSPECTS AND OPPORTUNITIES
  • Return to solid growth projected as economy stabilises
  • Growth expected across all price bands in standard lager
  • Sales via e-commerce set to rise
  • CATEGORY BACKGROUND
  • Lager price band methodology
  • Summary 3 Lager by Price Band 2022
  • Table 18 Number of Breweries 2017-2022
CATEGORY DATA
  • Table 19 Sales of Beer by Category: Total Volume 2017-2022
  • Table 20 Sales of Beer by Category: Total Value 2017-2022
  • Table 21 Sales of Beer by Category: % Total Volume Growth 2017-2022
  • Table 22 Sales of Beer by Category: % Total Value Growth 2017-2022
  • Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022
  • Table 24 Sales of Beer by Off-trade vs On-trade: Value 2017-2022
  • Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022
  • Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022
  • Table 27 Sales of Beer by Craft vs Standard 2017-2022
  • Table 28 GBO Company Shares of Beer: % Total Volume 2018-2022
  • Table 29 NBO Company Shares of Beer: % Total Volume 2018-2022
  • Table 30 LBN Brand Shares of Beer: % Total Volume 2019-2022
  • Table 31 Forecast Sales of Beer by Category: Total Volume 2022-2027
  • Table 32 Forecast Sales of Beer by Category: Total Value 2022-2027
  • Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2022-2027
  • Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2022-2027
  • WINE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Weak purchasing power and depreciation of local currency contribute to decline
  • Non alcoholic wine dominates due to the female consumer base for wine
  • Changes in distribution are ongoing
PROSPECTS AND OPPORTUNITIES
  • Return to solid growth across categories
  • Continued off-trade dominance, despite higher on-trade growth
  • Premiumisation set to continue, although growth expected across price points
CATEGORY DATA
  • Table 35 Sales of Wine by Category: Total Volume 2017-2022
  • Table 36 Sales of Wine by Category: Total Value 2017-2022
  • Table 37 Sales of Wine by Category: % Total Volume Growth 2017-2022
  • Table 38 Sales of Wine by Category: % Total Value Growth 2017-2022
  • Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
  • Table 40 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
  • Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
  • Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
  • Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2017-2022
  • Table 44 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2017-2022
  • Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2017-2022
  • Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2017-2022
  • Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
  • Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
  • Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2019-2022
  • Table 50 GBO Company Shares of Champagne: % Total Volume 2018-2022
  • Table 51 NBO Company Shares of Champagne: % Total Volume 2018-2022
  • Table 52 LBN Brand Shares of Champagne: % Total Volume 2019-2022
  • Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
  • Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
  • Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2019-2022
  • Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
  • Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
  • Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2019-2022
  • Table 59 Forecast Sales of Wine by Category: Total Volume 2022-2027
  • Table 60 Forecast Sales of Wine by Category: Total Value 2022-2027
  • Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
  • Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027
  • SPIRITS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Volume growth maintained, although brand and category switching is seen
  • Irish whiskey maintains its dynamic growth
  • Bitters maintains growth despite its already large size and new regulation
PROSPECTS AND OPPORTUNITIES
  • A range of factors set to drive dynamic growth in spirits
  • Younger adults set to drive premiumisation in spirits
  • Stronger move towards e-commerce expected
  • CATEGORY BACKGROUND
  • Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
  • Summary 4 Benchmark Brands 2022
CATEGORY DATA
  • Table 63 Sales of Spirits by Category: Total Volume 2017-2022
  • Table 64 Sales of Spirits by Category: Total Value 2017-2022
  • Table 65 Sales of Spirits by Category: % Total Volume Growth 2017-2022
  • Table 66 Sales of Spirits by Category: % Total Value Growth 2017-2022
  • Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2017-2022
  • Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2017-2022
  • Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2017-2022
  • Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2017-2022
  • Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2017-2022
  • Table 72 Sales of White Rum by Price Platform: % Total Volume 2017-2022
  • Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2017-2022
  • Table 74 Sales of English Gin by Price Platform: % Total Volume 2017-2022
  • Table 75 Sales of Vodka by Price Platform: % Total Volume 2017-2022
  • Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2017-2022
  • Table 77 GBO Company Shares of Spirits: % Total Volume 2018-2022
  • Table 78 NBO Company Shares of Spirits: % Total Volume 2018-2022
  • Table 79 LBN Brand Shares of Spirits: % Total Volume 2019-2022
  • Table 80 Forecast Sales of Spirits by Category: Total Volume 2022-2027
  • Table 81 Forecast Sales of Spirits by Category: Total Value 2022-2027
  • Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2022-2027
  • Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2022-2027
  • CIDER/PERRY IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Higher-income consumer base helps maintain growth, less impacted by economy
  • Anno 69 performs well despite its higher price than other brands
  • Non alcoholic Martinelli’s Sparkling Cider performs well
PROSPECTS AND OPPORTUNITIES
  • Female demographic, rising incomes and wider retail penetration to drive growth
  • Competition set to intensify, to benefit from high margins
  • Off-trade will continue to dominate, despite higher on-trade growth
CATEGORY DATA
  • Table 84 Sales of Cider/Perry: Total Volume 2017-2022
  • Table 85 Sales of Cider/Perry: Total Value 2017-2022
  • Table 86 Sales of Cider/Perry: % Total Volume Growth 2017-2022
  • Table 87 Sales of Cider/Perry: % Total Value Growth 2017-2022
  • Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2017-2022
  • Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2017-2022
  • Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2017-2022
  • Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2017-2022
  • Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2018-2022
  • Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2018-2022
  • Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2019-2022
  • Table 95 Forecast Sales of Cider/Perry: Total Volume 2022-2027
  • Table 96 Forecast Sales of Cider/Perry: Total Value 2022-2027
  • Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2022-2027
  • Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2022-2027
  • RTDS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
  • Economic conditions prevent growth, but RTDs remain popular
  • Guinness Nigeria continues to dominate, and launches new products
  • Wine-based RTDs struggles with low availability and awareness, and substitution
PROSPECTS AND OPPORTUNITIES
  • On-trade expected to drive growth
  • Wine-based RTDs set to rebound to growth
  • More new entrants expected in the forecast period, driven by recent successes
CATEGORY DATA
  • Table 99 Sales of RTDs by Category: Total Volume 2017-2022
  • Table 100 Sales of RTDs by Category: Total Value 2017-2022
  • Table 101 Sales of RTDs by Category: % Total Volume Growth 2017-2022
  • Table 102 Sales of RTDs by Category: % Total Value Growth 2017-2022
  • Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2017-2022
  • Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2017-2022
  • Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2017-2022
  • Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2017-2022
  • Table 107 GBO Company Shares of RTDs: % Total Volume 2018-2022
  • Table 108 NBO Company Shares of RTDs: % Total Volume 2018-2022
  • Table 109 LBN Brand Shares of RTDs: % Total Volume 2019-2022
  • Table 110 Forecast Sales of RTDs by Category: Total Volume 2022-2027
  • Table 111 Forecast Sales of RTDs by Category: Total Value 2022-2027
  • Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2022-2027
  • Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2022-2027

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