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Share of beer drink in the overall liquid consumption in Nigeria is 12 percent as at 2017, a report by Tetra Pak West Africa has revealed. Global average of beer consumption of total liquid market is 10 percent. This means that more beer is consumed in Nigeria.
According to the report quoted by Chi Limited, the share of juice consumption in Nigeria out of total liquid market is only 3 percent. The global average is 9 percent. This also explains that less juice drink is consumed in Nigeria.
The low percentage of juice consumption in Nigeria is informed by fear of sugar content, weak category differentiation and price value. In the era of eating and living healthy, there is pervading misconception about some healthy juice drinks without sugar, says Ademola Mafikuyomi, Chivita Brand Manager. For instance, he said Chivita 100% does not contain any sugar or preservative but only pure fruit juice which is good for any class of consumers.
The report also showed that Nigerians drink more carbonated soft drink with 21 percent of the liquid market. The global percentage of CSD is 11 percent. Dairy share of the food drink market is 21 percent in Nigeria.
Water, with 41 percent of the liquid market has top share. This also explains that Nigerians drink more water. Global percentage of water consumption is 20 percent. Wine and spirit share is one percent of the liquid drinking market in Nigeria.
Juice could enjoy more percentage of the drinking market if education on, especially no-sugar content is mounted by juice producers to demystify perceptions and regulatory controls are strengthened to ensure that manufacturers live up to their claims.
Chivita controls more than 50percent of the juice market since it became a major driver of the sector after the ban on importation during Obasanjo’s democratic administration. Chi was early this year fully acquired by Coca Cola with undisclosed amount.