Alcoholic drinks in 2024: The big picture
In 2024, Nigeria’s alcoholic drinks market experienced a moderate increase in total volume. However, consumer purchasing power continued to face pressure due to high inflation and a weakened economic environment. Additionally, significant unit price rises further restricted overall consumption levels. Despite these challenges, certain segments demonstrated notable resilience. Volume growth was particularly evident in categories dominated by economy brands, including gin, beer, and bitter. These categories benefited as consumers increasingly traded down to more affordable options. Beer, the largest alcoholic drinks category, recorded a volume increase primarily driven by economy lagers. Conversely, categories such as cider/perry, RTDs, and wine saw volume declines, while spirits and beer recorded growth. Spirits attracted consumers seeking better value for money amid ongoing economic constraints.
2024 key trends
Beer continued to lead alcoholic drinks value sales in Nigeria in 2024, recording growth in both volume and value terms. Its widespread familiarity and cultural relevance, particularly at social gatherings such as weddings, underpin its strong market position. Consequently, beer emerged as the most dynamic category of the year, posting the highest overall growth. However, this growth remained constrained by significant unit price increases, which prompted some consumers to shift towards more affordable alternatives such as bitters, gin, and other lower-priced liqueurs, perceived to offer better value for money.
Competitive landscape
In 2024, Nigerian Breweries Plc retained its position as the leading company in Nigeria’s alcoholic drinks, further increasing its volume share. The company’s dominance is primarily attributed to its strong presence in beer, where it offers a broad and well-established brand portfolio including Life Continental Lager, Star, Goldberg, Maltina, Heineken, and Gulder. This comprehensive portfolio, spanning all major beer subcategories, is backed by robust marketing campaigns and an extensive distribution network.
Retail developments
Food/drink/tobacco specialists has historically dominated off-trade alcoholic drinks retailing in Nigeria, owing to consumers’ reliance on these outlets for a wide variety of alcoholic beverages, particularly when purchasing in bulk for social occasions. A large number of these outlets, many of which are small and independently owned, remain highly visible and are typically located in or near residential neighbourhoods. Although small local grocers are also prevalent in these areas, food/drink/tobacco specialists has traditionally maintained a competitive edge by offering a broader selection of alcoholic drinks.
On-trade vs off-trade split
The on-trade channel continues to hold the leading share of alcoholic drinks retailing in Nigeria, largely driven by the cultural preference for consuming alcohol in social settings. The country’s vibrant nightlife, especially among younger adults, remains a key contributor to on-trade consumption. Many younger adult consumers also prefer to enjoy premium alcoholic beverages in bars, lounges, and clubs, where such choices serve as expressions of status and lifestyle.
What next for alcoholic drinks?
Volume sales of alcoholic drinks in Nigeria are expected to rise steadily over the forecast period, supported by a recovering economy and improving consumer spending power. As disposable incomes increase, so will expenditure on social activities, occasions that remain central to the consumption of alcoholic beverages.
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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 2024: The big picture
2024 key trends
Competitive landscape
Retail 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
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Nigeria
KEY DATA FINDINGS
Mid-priced lager sales struggle as consumers polarise between quality and affordability
Leader Nigerian Breweries Plc increases its share, focusing on innovation and marketing
Food/drink/tobacco specialists lead distrubution, while supermarkets continue to expand
Improving incomes and demographics are set to drive demand amid pricing challenges
Mid-priced lager is set to rebound as economic conditions improve
Local sourcing, innovation, and premiumisation amid changing consumer preferences
Lager price band methodology
Cider/Perry in Nigeria
KEY DATA FINDINGS
Economic downturn and import challenges drive a decline in cider/perry sales
Nigerian Breweries Plc leads, offering key brands Hunter’s and Savanna
Supermarkets rise in cider/perry distribution as food/drink/tobacco specialists lose ground
Economic recovery and changing consumer trends are set to boost sales of cider/perry
Cider/perry sales set to gain from rising demand among younger professional women
Cider/perry has potential for expansion as brands competition and innovations increase
Rtds in Nigeria
KEY DATA FINDINGS
Economic challenges drive a steep decline in both spirit-based and wine-based RTDs
Guinness Nigeria Plc maintains its leadership despite declining share
Supermarkets gain ground in RTDs distribution as on-trade dominance weakens in 2024
Growth is expected to be driven by younger adults, female consumers and the rising cocktail trend
Advertising and events are expected to enhance RTDs brand engagement
Innovation is set to focus on flavour, packaging and non alcoholic options
Spirits in Nigeria
KEY DATA FINDINGS
Bitters overtake gin to become the leading spirit in Nigeria during 2024
Intercontinental Distillers Ltd leads as mergers and brand strategies reshape the competitive landscape
Supermarkets and retail e-commerce gains ground as the off-trade leads sales in Nigeria
Premiumisation and urbanisation are set to support growth for spirits in Nigeria
Regulatory constraints may challenge growth for economy spirits over the forecast period
Flavour innovation and niche categories are set to shape the future of spirits
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Nigeria
KEY DATA FINDINGS
Economic pressures lead to a fall in volume sales, but affordable non alcoholic wine shows greater resilience
Currency depreciation limits wine imports, while affordable sweet and non alcoholic wines perform well
The off-trade leads wine distribution as consumers seek value and convenience amid economic strain
Wine is poised for strong recovery as consumer interest diversifies and the economy improves
Nightlife revival and festive visits are expected to boost on-trade wine sales
Wine innovation is set to shift toward local production and consumer-driven offerings
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- 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
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- 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
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- 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
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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