Wine in Nigeria
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.
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.
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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.