Alcoholic Drinks in Nigeria

July 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks 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:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks 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 Alcoholic Drinks 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 Alcoholic Drinks in Nigeria?
  • Where is consumer demand for Alcoholic Drinks focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Nigeria?
  • How are products distributed in Nigeria?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

Alcoholic Drinks in Nigeria

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?
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
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2022
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2017-2022
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

Summary 2 Research Sources

Beer in Nigeria

KEY DATA FINDINGS

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
Return to solid growth projected as economy stabilises
Growth expected across all price bands in standard lager
Sales via e-commerce set to rise
Lager price band methodology
Summary 3 Lager by Price Band 2022
Table 18 Number of Breweries 2017-2022
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

Cider/Perry in Nigeria

KEY DATA FINDINGS

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
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
Table 35 Sales of Cider/Perry: Total Volume 2017-2022
Table 36 Sales of Cider/Perry: Total Value 2017-2022
Table 37 Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 38 Sales of Cider/Perry: % Total Value Growth 2017-2022
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2017-2022
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: Value 2017-2022
Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 42 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2017-2022
Table 43 GBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 44 NBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 45 LBN Brand Shares of Cider/Perry: % Total Volume 2019-2022
Table 46 Forecast Sales of Cider/Perry: Total Volume 2022-2027
Table 47 Forecast Sales of Cider/Perry: Total Value 2022-2027
Table 48 Forecast Sales of Cider/Perry: % Total Volume Growth 2022-2027
Table 49 Forecast Sales of Cider/Perry: % Total Value Growth 2022-2027

Rtds in Nigeria

KEY DATA FINDINGS

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
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
Table 50 Sales of RTDs by Category: Total Volume 2017-2022
Table 51 Sales of RTDs by Category: Total Value 2017-2022
Table 52 Sales of RTDs by Category: % Total Volume Growth 2017-2022
Table 53 Sales of RTDs by Category: % Total Value Growth 2017-2022
Table 54 Sales of RTDs by Off-trade vs On-trade: Volume 2017-2022
Table 55 Sales of RTDs by Off-trade vs On-trade: Value 2017-2022
Table 56 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 57 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2017-2022
Table 58 GBO Company Shares of RTDs: % Total Volume 2018-2022
Table 59 NBO Company Shares of RTDs: % Total Volume 2018-2022
Table 60 LBN Brand Shares of RTDs: % Total Volume 2019-2022
Table 61 Forecast Sales of RTDs by Category: Total Volume 2022-2027
Table 62 Forecast Sales of RTDs by Category: Total Value 2022-2027
Table 63 Forecast Sales of RTDs by Category: % Total Volume Growth 2022-2027
Table 64 Forecast Sales of RTDs by Category: % Total Value Growth 2022-2027

Spirits in Nigeria

KEY DATA FINDINGS

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
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
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2022
Table 65 Sales of Spirits by Category: Total Volume 2017-2022
Table 66 Sales of Spirits by Category: Total Value 2017-2022
Table 67 Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 68 Sales of Spirits by Category: % Total Value Growth 2017-2022
Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2017-2022
Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2017-2022
Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2017-2022
Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2017-2022
Table 74 Sales of White Rum by Price Platform: % Total Volume 2017-2022
Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2017-2022
Table 76 Sales of English Gin by Price Platform: % Total Volume 2017-2022
Table 77 Sales of Vodka by Price Platform: % Total Volume 2017-2022
Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2017-2022
Table 79 GBO Company Shares of Spirits: % Total Volume 2018-2022
Table 80 NBO Company Shares of Spirits: % Total Volume 2018-2022
Table 81 LBN Brand Shares of Spirits: % Total Volume 2019-2022
Table 82 Forecast Sales of Spirits by Category: Total Volume 2022-2027
Table 83 Forecast Sales of Spirits by Category: Total Value 2022-2027
Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2022-2027
Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2022-2027

Wine in Nigeria

KEY DATA FINDINGS

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
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
Table 86 Sales of Wine by Category: Total Volume 2017-2022
Table 87 Sales of Wine by Category: Total Value 2017-2022
Table 88 Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 89 Sales of Wine by Category: % Total Value Growth 2017-2022
Table 90 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
Table 91 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
Table 92 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 93 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
Table 94 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2017-2022
Table 95 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2017-2022
Table 96 Sales of Still White Wine by Price Segment: % Off-trade Volume 2017-2022
Table 97 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2017-2022
Table 98 GBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 99 NBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 100 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2019-2022
Table 101 GBO Company Shares of Champagne: % Total Volume 2018-2022
Table 102 NBO Company Shares of Champagne: % Total Volume 2018-2022
Table 103 LBN Brand Shares of Champagne: % Total Volume 2019-2022
Table 104 GBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 105 NBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 106 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2019-2022
Table 107 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 108 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 109 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2019-2022
Table 110 Forecast Sales of Wine by Category: Total Volume 2022-2027
Table 111 Forecast Sales of Wine by Category: Total Value 2022-2027
Table 112 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
Table 113 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027
The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
    • Regular Cider/Perry
    • Non Alcoholic Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
    • Non Alcoholic RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
          • Blended Malt Scotch Whisky
            • Prestige Other Blended Scotch Whisky
            • Ultra Premium Other Blended Scotch Whisky
            • Super Premium Other Blended Scotch Whisky
            • Premium Other Blended Scotch Whisky
            • Standard Other Blended Scotch Whisky
            • Economy Other Blended Scotch Whisky
        • Single Grain Scotch Whisky
        • Single Malt Scotch Whisky
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • Absinthe
      • Ad-Mix Brandy
      • Ad-Mix Gin
      • Ad-Mix Rum
      • Ad-Mix Vodka
      • Ad-Mix Whisky
      • Aguardente/Aguardiente
      • Aguardiente De Caña
      • Akvavit/Aquavit
      • Aniseed-Flavoured Spirits
      • Borovicka
      • Boukha
      • Brandy Type Distilled Spirits
      • Cachaça
      • Calvados
      • Cane
      • Chacha
      • Charanda
      • Chinese Herbal Spirits
      • Chinese Spirits
      • Cut Brandy
      • Destilados De Agave
      • Distilled Fruit Spirits
      • Domestic Brandy
      • Domestic Rum
      • Doppelkorn
      • Economy Chinese Spirits
      • Flavoured Spirits
      • Flavoured Vodka-based Drinks
      • Fynbos gin/Local Gin
      • Gin-flavoured spirits
      • Goldbrand/Goldkrone
      • Grappa
      • Grappamiel
      • Guaro
      • Kirsch
      • Komovica
      • Korn
      • Lambanog
      • Limoncello
      • Local White Spirits
      • Lower Mid-Range Chinese Spirits
      • Lozovaca
      • Maesilju
      • Mahia Rabi Amrane
      • Mead
      • Mixed Spirits
      • Nalivka/Nalewka
      • Nastoyka
      • National Specialities
      • Obstbrände
      • Ouzo
      • Pacharán
      • Palinca/Pálinka
      • Pear and Apple Distillates
      • Pisco
      • Premium Chinese Spirits
      • Prune
      • Punsch
      • Rachiu/Rakija
      • Rum-Flavoured Spirits
      • Samane
      • Sambuca
      • Samsu
      • Schnapps
      • Shochu/Soju
      • Singani
      • Sljivovica/Slivovice
      • Steinhäeger
      • Strong African Spirits
      • Super Premium Chinese Spirits
      • Sura Khao
      • Tequila Flavoured Spirits
      • Travarica
      • Tsipouro
      • Upper Mid-Range Chinese Spirits
      • Vieux
      • Viina
      • Vodka Type Distilled Spirits
      • Other Distilled Beverages
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • Apple Wine
      • Bokbunjaju
      • Cheongju
      • Chinese Wine
      • Economy Rice Wine
      • Fortified Fruit Wine
      • Fruit and Berry Wine
      • Fruit and Herbal Wine
      • Fruit and Honey based Wine
      • Fruit Wine
      • Lower Mid-Range Rice Wine
      • Non-Grape Dessert Wine
      • Premium Rice Wine
      • Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White Wine
    • Non Alcoholic Wine

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See All of Our Definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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