Carbonates in Nigeria - New Market Study Published

Carbonates recorded strong total volume growth of 9% in 2015. This represented a notable improvement over the previous year's growth of 5%. A quite important factor in this improvement was the strong 9% total volume growth posted by cola carbonates, which was largely driven by marketing. Firstly, Coca-Cola’s "Share A Coke" campaign, under which consumers would find various local names on the Coca-Cola bottles they purchased which could be shared with friends and family, was quite successful in driving sales for the brand. Over the latter part of the year, 7-Up Bottling Co’s Pepsi also used marketing to drive sales by introducing a larger value Long Throat bottle, which has more volume at the same price as the previous smaller pack. Cola carbonates had been recording weaker total volume performance than overall carbonates over the review period, while these marketing activities helped make the cola carbonate brands appear exciting again.

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Competitive Landscape

Coca-Cola led carbonates with a 52% off-trade value share in 2015. This was largely due to its wide distribution network which is supported by production plants which are well spread across Nigeria, which is crucial in a country where the road networks remain challenging. The company has also enjoyed a relatively long-standing presence in the country, during which time it has built its distribution network, with a particular focus on one-on-one relationships with retailers. It also benefits from aggressive advertising and brand-building activities. The ubiquitous presence of the Coca-Cola brand, as well as its other brands, on billboards, print media, television and radio has made it a household name across the country.

Industry Prospects

Carbonates is expected to record a total volume CAGR of 6% over the forecast period. Although the category was negatively impacted during the review period by competition from other soft drinks products, namely juice and drinking milk products, the success of carbonates products with novel fruit flavours is helping the category to resist the impact of this competition. This will also likely help drive it to achieve good growth over the forecast period in line with the growing population.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Carbonates 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 Carbonates industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Carbonates in Nigeria market research report includes:

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