Nigeria Beer Market to Showcase Bright growth in Future: Ken Research


Ken Research has announced recent research report titled, “Nigeria Beer Market Insights Report 2016” which provides a complete overview of the Nigerian beer industry structure offering a comprehensive insight into historical background trends, 2015 performance and 2016 outlook.

The report includes the following:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products and overview of the competitive landscape
  • Historic volumes and values, company and brand market volume shares
  • Details of key beer new product launches in 2015 by company and market growth
  • Production, imports by origin, exports by destination
  • Insightful and valuable analysis of the drivers behind both current and emerging trends in the beer market
  • Transparent market research methodology, conducted in country

The report aids to find hidden opportunities in the most current research data available, understand competitive threats with detailed market analysis, and plan corporate strategy with qualitative analysis. It helps to gain an in-depth understanding of the dynamics and structure of the Nigeria beer industry, and further gain competitive intelligence about market leaders. It makes it easier to understand volume and value trends and identify the key growth opportunities along with product innovation and differentiation prospects.


  • Beer continues to be the most consumed alcohol beverage in Nigeria. Imports remained small and expensive since there was a continuous strain from FABs products. The consumers moved towards cheaper discount beer and away from expensive premium and super premium brands due to cost cutting trends among Nigerian consumers.
  • The traditionally largest beer category in Nigeria, mid-priced lager, continued to perform poorly in 2015
  • Total volume sales of mid-priced lager declined in 2015 largely due to reduced consumer spending power as a result of the poor GDP growth seen in Nigeria, due to the decline seen in the global price of crude oil, a major generator of revenues for Nigeria.
  • Consumers increasingly moved to cheaper economy brands, which were also much better marketed now than they were previously and enjoyed more widespread distribution. These brands were previously quite regional in scope; however, they now had more national spread, with newer player SABMiller Plc increasing the levels of competition in the category with its Hero Lager and Trophy Lager brands showing volume growth.
  • Off-premise consumption was more geared towards events and parties but continued to lose share. Therefore, glass bottles continued to be the leading pack mix with 60 cl being the most popular size.

Over the forecast period, it is expected that total volume sales of beer in Nigeria will increase with growth driven by the rising population as well as the growing economy, despite the expectation that GDP growth will be weaker than previously forecasted in light of falling global crude oil prices.

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Ken Research
Ankur Gupta, Head Marketing & Communications



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