PROSPECTS AND OPPORTUNITIES
Growth is expected to be driven by younger adults, female consumers and the rising cocktail trend
Sales of RTDs beverages are expected to rebound in 2025, with volume growth projected throughout the forecast period. The anticipated economic recovery will support increased consumer spending, while several key demographic and cultural trends are set to drive demand.
Advertising and events are expected to enhance RTDs brand engagement
RTDs are particularly popular among female and young adult consumers, and the increasing number of women in professional employment is expected to support further growth across the forecast period.
Innovation is set to focus on flavour, packaging and non alcoholic options
RTDS have strong potential for innovation throughout the forecast period. Although the category experienced a variety of new brand introductions featuring diverse flavours and packaging formats during the review period, overall activity was constrained by challenging economic conditions.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs 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.
If you're in the RTDs 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 RTDs 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 RTDs in Nigeria?
- Where is consumer demand for RTDs 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?
Rtds in Nigeria - Category analysis
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
Alcoholic Drinks in Nigeria - Industry Overview
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
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsWhy 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 report originates from Passport, our RTDs research and analysis database.
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