Select Country Report
Soft drinks in 2024: The big picture
Soft drinks performed well in 2024 despite the challenging economic conditions in Nigerians characterised by high inflation and strong unit price increases. Retail volume sales increased at a healthy pace in bottled water, carbonates, and energy drinks, with current value sales further boosted by rising average prices.
2024 key trends
Amid high levels of competition in soft drinks, producers have made strategic efforts to make products more affordable and elevate brand visibility. There has been a focus on developing smaller pack sizes with manufacturers switching away from metal beverage cans to PET bottles to lower costs.
Competitive landscape
The soft drinks industry remains highly competitive with younger, and smaller players continuing to gain share with competitively priced products. In carbonates, local manufacturer Mamuda Beverages Nigeria Ltd and its Pop brand range is growing well, while new entrant Monarch Beverages & Foods Ltd introduced American Cola and Bubble Up.
Retailing developments
Despite the modernisation of retailing in Nigeria, small local grocers continue to dominate the distribution of soft drinks in 2024. Whilst consumers have begun shifting to supermarkets and hypermarkets over the review period, small local grocers remain a key channel due to their presence in local neighbourhoods and proximity to transit locations where much soft drinks consumption occurs.
Foodservice vs retail split
Off-trade outlets dominate volume sales of soft drinks in Nigeria. Many consumers buy these drinks for consumption at home or on the go.
What next for soft drinks?
In the years ahead, soft drinks is expected to grow at a faster pace than over the review period. The category proved to be quite resilient in the face of challenging economic conditions in 2023 and 2024.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft 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:
- Bottled Water
- Carbonates
- Concentrates
- Juice
- RTD Coffee
- RTD Tea
- Energy Drinks
- Sports Drinks
- Asian Speciality Drinks
If you're in the Soft 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 Soft 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 Soft Drinks in Nigeria?
- To what extent are health considerations impacting consumption of Soft Drinks in Nigeria?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Nigeria?
- Which are the leading brands in Soft Drinks in Nigeria?
- What potential exists for multinational or domestic soft drinks companies to expand in Nigeria?
- How are products distributed in Soft Drinks in Nigeria?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Soft Drinks in Nigeria
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2024
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2024
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2024
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2024
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2020-2024
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2021-2024
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2020-2024
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2021-2024
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2024
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2024
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2020-2024
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2021-2024
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2019-2024
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2019-2024
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2019-2024
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2024
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2024-2029
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2024-2029
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2024-2029
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2024-2029
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2024-2029
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2024-2029
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2024-2029
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2024-2029
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2024-2029
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2024-2029
Fountain sales in Nigeria
DISCLAIMER
Summary 1 Research Sources
Bottled Water in Nigeria
KEY DATA FINDINGS
Essential status of bottled water supports sales performance
Still purified bottled water records best performance
Leading brands focus on environmental sustainability to build brand equity
Population growth drives bottled water sales
Niche categories face promising growth as economy recovers
Intense competition will drives sales of bottled water
Table 37 Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 38 Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 39 Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 40 Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
Table 41 NBO Company Shares of Off-trade Bottled Water: % Volume 2020-2024
Table 42 LBN Brand Shares of Off-trade Bottled Water: % Volume 2021-2024
Table 43 NBO Company Shares of Off-trade Bottled Water: % Value 2020-2024
Table 44 LBN Brand Shares of Off-trade Bottled Water: % Value 2021-2024
Table 45 Forecast Off-trade Sales of Bottled Water by Category: Volume 2024-2029
Table 46 Forecast Off-trade Sales of Bottled Water by Category: Value 2024-2029
Table 47 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2024-2029
Table 48 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2024-2029
Carbonates in Nigeria
KEY DATA FINDINGS
Carbonates grow well despite challenging economy as consumers seek complements to snacks
Cola carbonates posts strong performance as consumers seek energy boost
Younger brands enter category with affordable products
Carbonates to grow well driven by population growth
Cola carbonates to retain its popularity as an impulse purchase
Highly competitive landscape will drive innovation
Table 49 Off-trade vs On-trade Sales of Carbonates: Volume 2019-2024
Table 50 Off-trade vs On-trade Sales of Carbonates: Value 2019-2024
Table 51 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2019-2024
Table 52 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2019-2024
Table 53 Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 54 Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 55 Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 56 Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 57 Total Sales of Carbonates by Fountain On-trade: Volume 2019-2024
Table 58 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2019-2024
Table 59 NBO Company Shares of Off-trade Carbonates: % Volume 2020-2024
Table 60 LBN Brand Shares of Off-trade Carbonates: % Volume 2021-2024
Table 61 NBO Company Shares of Off-trade Carbonates: % Value 2020-2024
Table 62 LBN Brand Shares of Off-trade Carbonates: % Value 2021-2024
Table 63 Forecast Off-trade Sales of Carbonates by Category: Volume 2024-2029
Table 64 Forecast Off-trade Sales of Carbonates by Category: Value 2024-2029
Table 65 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2024-2029
Table 66 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2024-2029
Table 67 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2024-2029
Table 68 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2024-2029
Concentrates in Nigeria
KEY DATA FINDINGS
Concentrates sales struggle as consumers seek more convenient products
Powder concentrates performs best due to its greater convenience and lower price
Competition is limited by low market attractiveness
Growing child population to boost demand for concentrates over forecast period
Powder concentrates to remain most dynamic category
Sales opportunities exist through product diversification
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 69 Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 70 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 71 Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 72 Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024
Table 73 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2021-2024
Table 74 NBO Company Shares of Off-trade Concentrates: % Value 2020-2024
Table 75 LBN Brand Shares of Off-trade Concentrates: % Value 2021-2024
Table 76 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2024
Table 77 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2024
Table 78 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2024
Table 79 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2024
Table 80 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2024-2029
Table 81 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2024-2029
Table 82 Forecast Off-trade Sales of Concentrates by Category: Value 2024-2029
Table 83 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2024-2029
Juice in Nigeria
KEY DATA FINDINGS
Juice volumes decline as consumers switch to cheaper alternatives
Juice drinks benefits from low price and small pack formats
Manufacturers concentrate on developing more affordable products
Population and improved economy will boost juice consumption
100% juice to recover well as incomes improve
Rising health awareness to benefit juice demand
Table 84 Off-trade Sales of Juice by Category: Volume 2019-2024
Table 85 Off-trade Sales of Juice by Category: Value 2019-2024
Table 86 Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 87 Off-trade Sales of Juice by Category: % Value Growth 2019-2024
Table 88 NBO Company Shares of Off-trade Juice: % Volume 2020-2024
Table 89 LBN Brand Shares of Off-trade Juice: % Volume 2021-2024
Table 90 NBO Company Shares of Off-trade Juice: % Value 2020-2024
Table 91 LBN Brand Shares of Off-trade Juice: % Value 2021-2024
Table 92 Forecast Off-trade Sales of Juice by Category: Volume 2024-2029
Table 93 Forecast Off-trade Sales of Juice by Category: Value 2024-2029
Table 94 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2024-2029
Table 95 Forecast Off-trade Sales of Juice by Category: % Value Growth 2024-2029
RTD Tea in Nigeria
KEY DATA FINDINGS
RTD tea volumes decline amid high inflation
Working professionals are key consumer base for RTD tea
Competitive landscape remains limited to three players
An improved economy to drive demand
Product diversification to boost demand
Opportunity for carbonated RTD tea to gain consumer interest
Table 96 Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 97 Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 98 Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 99 Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024
Table 100 Leading Flavours for Off-trade RTD Tea: % Volume 2019-2024
Table 101 NBO Company Shares of Off-trade RTD Tea: % Volume 2020-2024
Table 102 LBN Brand Shares of Off-trade RTD Tea: % Volume 2021-2024
Table 103 NBO Company Shares of Off-trade RTD Tea: % Value 2020-2024
Table 104 LBN Brand Shares of Off-trade RTD Tea: % Value 2021-2024
Table 105 Forecast Off-trade Sales of RTD Tea by Category: Volume 2024-2029
Table 106 Forecast Off-trade Sales of RTD Tea by Category: Value 2024-2029
Table 107 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2024-2029
Table 108 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2024-2029
Energy Drinks in Nigeria
KEY DATA FINDINGS
Energy drinks is one of the most dynamic categories in soft drinks
Female population is an important consumer segment
Heavy competition boosts demand for energy drinks
Energy drinks to grow well as young population expands
Economic stability will boost appeal of premium brands
New products are expected to widen the appeal of energy drinks
Table 109 Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 110 Off-trade Sales of Energy Drinks: Value 2019-2024
Table 111 Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 112 Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
Table 113 NBO Company Shares of Off-trade Energy Drinks: % Volume 2020-2024
Table 114 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2021-2024
Table 115 NBO Company Shares of Off-trade Energy Drinks: % Value 2020-2024
Table 116 LBN Brand Shares of Off-trade Energy Drinks: % Value 2021-2024
Table 117 Forecast Off-trade Sales of Energy Drinks: Volume 2024-2029
Table 118 Forecast Off-trade Sales of Energy Drinks: Value 2024-2029
Table 119 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2024-2029
Table 120 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2024-2029
Sports Drinks in Nigeria
KEY DATA FINDINGS
Demand still limited to middle and upper income consumers
Participation in fitness activities boosts demand for sports drinks
7-up Bottling Co Ltd and Otsuka Nigeria launch new brands
Future growth will be driven by health consciousness and busy lifestyles
Consumer base to widen as economy recovers
Strong competition expected following the entry of Hydr8 100 and Pocari Sweat
Table 121 Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 122 Off-trade Sales of Sports Drinks: Value 2019-2024
Table 123 Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 124 Off-trade Sales of Sports Drinks: % Value Growth 2019-2024
Table 125 NBO Company Shares of Off-trade Sports Drinks: % Volume 2020-2024
Table 126 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2021-2024
Table 127 NBO Company Shares of Off-trade Sports Drinks: % Value 2020-2024
Table 128 LBN Brand Shares of Off-trade Sports Drinks: % Value 2021-2024
Table 129 Forecast Off-trade Sales of Sports Drinks: Volume 2024-2029
Table 130 Forecast Off-trade Sales of Sports Drinks: Value 2024-2029
Table 131 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2024-2029
Table 132 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2024-2029
The following categories and subcategories are included:
Soft Drinks
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-
- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
-
- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
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- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
-
-
- Regular Carbonates
- Reduced Sugar Carbonates
-
- Regular Cola Carbonates
- Reduced Sugar Cola Carbonates
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- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
-
- Regular Lemonade/Lime
- Reduced Sugar Lemonade/Lime
-
- Regular Tonic Water/Mixers/Other Bitters
- Reduced Sugar Tonic Water/Mixers/Other Bitters
-
- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
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- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
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- RTD Coffee
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- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
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- Regular Energy Drinks
- Reduced Sugar Energy Drinks
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- Regular Sports Drinks
- Reduced Sugar Sports Drinks
- Asian Speciality Drinks
Soft Drinks
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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