Bakery and Cereals in Nigeria to 2014

Introduction

This databook provides key data and information on the bakery and cereals market in Nigeria. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Contains data on : bread and rolls, cakes and pastries, cookies (sweet biscuits), crackers (savory biscuits), breakfast cereals and morning goods

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2004-09) and forecast (2010-14) data

*Category level company and brand share as well as distribution share information for 2008 and 2009

*Review of the top two companies within the bakery and cereals market, including company overview, key facts and business description

Highlights

The market for bakery and cereals in Nigeria increased at a compound annual growth rate of 5.6% between 2004 and 2009.

The bread and rolls category led the bakery and cereals market in Nigeria, accounting for a share of 54%.

The leading players in the Nigerian bakery and cereals market are Sumal Food Limited, UAC Of Nigeria Plc and Kellogg Company.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the bakery and cereals market in Nigeria

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: bakery and cereals 2
Summary category level: bread and rolls 3
Summary category level: breakfast cereals 4
Summary category level: cakes and pastries 5
Summary category level: cookies (sweet biscuits) 6
Summary category level: crackers (savory biscuits) 7
Summary category level: morning goods 8
Chapter 2 Introduction 9
What is this report about? 9
How to use this report 9
Market definition 10
Chapter 3 Market Overview 27
Value analysis (Nigerian Naira), 2004?09 27
Value analysis (Nigerian Naira), 2009?14 28
Value analysis (US dollars), 2004?09 30
Value analysis (US dollars), 2009?14 31
Volume analysis, 2004?09 33
Volume analysis, 2009?14 34
Company and brand share analysis 36
Distribution analysis 41
Expenditure and consumption per capita 43
Chapter 4 Leading Company Profiles 49
UAC of Nigeria PLC 49
Kellogg Company 51
Chapter 5 Category Analysis: Bread and Rolls 53
Value analysis (Nigerian Naira), 2004?09 53
Value analysis (Nigerian Naira), 2009?14 54
Value analysis (US dollars), 2004?09 56
Value analysis (US dollars), 2009?14 56
Volume analysis, 2004?09 58
Volume analysis, 2009?14 59
Company and brand share analysis 61
Distribution analysis 64
Expenditure and consumption per capita 66
Chapter 6 Category Analysis: Breakfast Cereals 69
Value analysis (Nigerian Naira), 2004?09 69
Value analysis (Nigerian Naira), 2009?14 70
Value analysis (US dollars), 2004?09 72
Value analysis (US dollars), 2009?14 72
Volume analysis, 2004?09 74
Volume analysis, 2009?14 75
Company and brand share analysis 77
Distribution analysis 80
Expenditure and consumption per capita 82
Chapter 7 Category Analysis: Cakes and Pastries 85
Value analysis (Nigerian Naira), 2004?09 85
Value analysis (Nigerian Naira), 2009?14 86
Value analysis (US dollars), 2004?09 88
Value analysis (US dollars), 2009?14 88
Volume analysis, 2004?09 90
Volume analysis, 2009?14 91
Company and brand share analysis 93
Distribution analysis 96
Expenditure and consumption per capita 98
Chapter 8 Category Analysis: Cookies (Sweet Biscuits) 101
Value analysis (Nigerian Naira), 2004?09 101
Value analysis (Nigerian Naira), 2009?14 103
Value analysis (US dollars), 2004?09 104
Value analysis (US dollars), 2009?14 105
Volume analysis, 2004?09 106
Volume analysis, 2009?14 107
Company and brand share analysis 108
Distribution analysis 111
Expenditure and consumption per capita 113
Chapter 9 Category Analysis: Crackers (Savory Biscuits) 119
Value analysis (Nigerian Naira), 2004?09 119
Value analysis (Nigerian Naira), 2009?14 120
Value analysis (US dollars), 2004?09 122
Value analysis (US dollars), 2009?14 123
Volume analysis, 2004?09 125
Volume analysis, 2009?14 126
Company and brand share analysis 128
Distribution analysis 131
Expenditure and consumption per capita 133
Chapter 10 Category Analysis: Morning Goods 137
Value analysis (Nigerian Naira), 2004?09 137
Value analysis (Nigerian Naira), 2009?14 138
Value analysis (US dollars), 2004?09 140
Value analysis (US dollars), 2009?14 140
Volume analysis, 2004?09 142
Volume analysis, 2009?14 143
Company and brand share analysis 145
Distribution analysis 147
Expenditure and consumption per capita 149
Chapter 11 New Product Development 152
Product launches over time 152
Recent product launches 154
Chapter 12 Macroeconomic Profile 155
Macroeconomic Indicators 155
Chapter 13 Research Methodology 160
Methodology overview 160
Secondary research 161
Market modeling 162
Creating an initial data model 162
Revising the initial data model 162
Creating a final estimate 163
Creating demographic value splits 163
Primary research 163
Data finalization 164
Ongoing research 164
Chapter 14 Appendix 165
Future readings 165
How to contact experts in your industry 165
Disclaimer 165

LIST OF FIGURES
Figure 1: Bakery and cereals, Nigeria, value by category (NGNm), 2004?14 29
Figure 2: Bakery and cereals, Nigeria, category growth comparison, by value, 2004?14 32
Figure 3: Bakery and cereals, Nigeria, volume by category (kg, million), 2004?14 35
Figure 4: Bakery and cereals, Nigeria, category growth comparison, by volume, 2004?14 35
Figure 5: Bakery and cereals, Nigeria, company share by value (%), 2008?09 38
Figure 6: Bakery and cereals, Nigeria, distribution channels by value (%), 2008?09 42
Figure 7: Bread and rolls, Nigeria, value by segment (NGNm), 2004?14 55
Figure 8: Bread and rolls, Nigeria, category growth comparison, by value, 2004?14 57
Figure 9: Bread and rolls, Nigeria, volume by segment (kg, million), 2004?14 60
Figure 10: Bread and rolls, Nigeria, category growth comparison, by volume, 2004?14 60
Figure 11: Bread and rolls, Nigeria, company share by value (%), 2008?09 62
Figure 12: Bread and rolls, Nigeria, distribution channels by value (%), 2008?09 65
Figure 13: Breakfast cereals, Nigeria, value by segment (NGNm), 2004?14 71
Figure 14: Breakfast cereals, Nigeria, category growth comparison, by value, 2004?14 73
Figure 15: Breakfast cereals, Nigeria, volume by segment (kg, million), 2004?14 76
Figure 16: Breakfast cereals, Nigeria, category growth comparison, by volume, 2004?14 76
Figure 17: Breakfast cereals, Nigeria, company share by value (%), 2008?09 78
Figure 18: Breakfast cereals, Nigeria, distribution channels by value (%), 2008?09 81
Figure 19: Cakes and pastries, Nigeria, value by segment (NGNm), 2004?14 87
Figure 20: Cakes and pastries, Nigeria, category growth comparison, by value, 2004?14 89
Figure 21: Cakes and pastries, Nigeria, volume by segment (kg, million), 2004?14 92
Figure 22: Cakes and pastries, Nigeria, category growth comparison, by volume, 2004?14 92
Figure 23: Cakes and pastries, Nigeria, company share by value (%), 2008?09 94
Figure 24: Cakes and pastries, Nigeria, distribution channels by value (%), 2008?09 97
Figure 25: Cookies (sweet biscuits), Nigeria, company share by value (%), 2008?09 109
Figure 26: Cookies (sweet biscuits), Nigeria, distribution channels by value (%), 2008?09 112
Figure 27: Crackers (savory biscuits), Nigeria, value by segment (NGNm), 2004?14 121
Figure 28: Crackers (savory biscuits), Nigeria, category growth comparison, by value, 2004?14 124
Figure 29: Crackers (savory biscuits), Nigeria, volume by segment (kg, million), 2004?14 127
Figure 30: Crackers (savory biscuits), Nigeria, category growth comparison, by volume, 2004?14 127
Figure 31: Crackers (savory biscuits), Nigeria, company share by value (%), 2008?09 129
Figure 32: Crackers (savory biscuits), Nigeria, distribution channels by value (%), 2008?09 132
Figure 33: Morning goods, Nigeria, value by segment (NGNm), 2004?14 139
Figure 34: Morning goods, Nigeria, category growth comparison, by value, 2004?14 141
Figure 35: Morning goods, Nigeria, volume by segment (kg, million), 2004?14 144
Figure 36: Morning goods, Nigeria, category growth comparison, by volume, 2004?14 144
Figure 37: Morning goods, Nigeria, distribution channels by value (%), 2008?09 148
Figure 38: Annual data review process 161

LIST OF TABLES
Table 1: Bakery and cereals category definitions 11
Table 2: Bakery and cereals distribution channels 13
Table 3: Bakery and cereals, Nigeria, value by category (NGNm), 2004?09 27
Table 4: Bakery and cereals, Nigeria, value forecast by category (NGNm), 2009?14 28
Table 5: Bakery and cereals, Nigeria, value by category ($m), 2004?09 30
Table 6: Bakery and cereals, Nigeria, value forecast by category ($m), 2009?14 31
Table 7: Bakery and cereals, Nigeria, volume by category (kg, million), 2004?09 33
Table 8: Bakery and cereals, Nigeria, volume forecast by category (kg, million), 2009?14 34
Table 9: Bakery and cereals, Nigeria, brand share by value (%), 2008?09 36
Table 10: Bakery and cereals, Nigeria, value by brand (NGNm), 2008?09 37
Table 11: Bakery and cereals, Nigeria, company share by value (%), 2008?09 39
Table 12: Bakery and cereals, Nigeria, value by company (NGNm), 2008?09 40
Table 13: Bakery and cereals, Nigeria, distribution channels by value (%), 2008?09 41
Table 14: Bakery and cereals, Nigeria, value by distribution channel (NGNm), 2008?09 41
Table 15: Bakery and cereals, Nigeria, expenditure per capita (NGN), 2004?09 43
Table 16: Bakery and cereals, Nigeria, forecast expenditure per capita (NGN), 2009?14 44
Table 17: Bakery and cereals, Nigeria, expenditure per capita ($), 2004?09 45
Table 18: Bakery and cereals, Nigeria, forecast expenditure per capita ($), 2009?14 46
Table 19: Bakery and cereals, Nigeria, consumption per capita (kg), 2004?09 47
Table 20: Bakery and cereals, Nigeria, forecast consumption per capita (kg), 2009?14 48
Table 21: UAC of Nigeria PLC key facts 49
Table 22: Kellogg Company key facts 51
Table 23: Bread and rolls, Nigeria, value by segment (NGNm), 2004?09 53
Table 24: Bread and rolls, Nigeria, value forecast by segment (NGNm), 2009?14 54
Table 25: Bread and rolls, Nigeria, value by segment ($m), 2004?09 56
Table 26: Bread and rolls, Nigeria, value forecast by segment ($m), 2009?14 56
Table 27: Bread and rolls, Nigeria, volume by segment (kg, million), 2004?09 58
Table 28: Bread and rolls, Nigeria, volume forecast by segment (kg, million), 2009?14 59
Table 29: Bread and rolls, Nigeria, brand share by value (%), 2008?09 61
Table 30: Bread and rolls, Nigeria, value by brand (NGNm), 2008?09 61
Table 31: Bread and rolls, Nigeria, company share by value (%), 2008?09 63
Table 32: Bread and rolls, Nigeria, value by company (NGNm), 2008?09 63
Table 33: Bread and rolls, Nigeria, distribution channels by value (%), 2008?09 64
Table 34: Bread and rolls, Nigeria, value by distribution channel (NGNm), 2008?09 64
Table 35: Bread and rolls, Nigeria, expenditure per capita (NGN), 2004?09 66
Table 36: Bread and rolls, Nigeria, forecast expenditure per capita (NGN), 2009?14 66
Table 37: Bread and rolls, Nigeria, expenditure per capita ($), 2004?09 67
Table 38: Bread and rolls, Nigeria, forecast expenditure per capita ($), 2009?14 67
Table 39: Bread and rolls, Nigeria, consumption per capita (kg), 2004?09 68
Table 40: Bread and rolls, Nigeria, forecast consumption per capita (kg), 2009?14 68
Table 41: Breakfast cereals, Nigeria, value by segment (NGNm), 2004?09 69
Table 42: Breakfast cereals, Nigeria, value forecast by segment (NGNm), 2009?14 70
Table 43: Breakfast cereals, Nigeria, value by segment ($m), 2004?09 72
Table 44: Breakfast cereals, Nigeria, value forecast by segment ($m), 2009?14 72
Table 45: Breakfast cereals, Nigeria, volume by segment (kg, million), 2004?09 74
Table 46: Breakfast cereals, Nigeria, volume forecast by segment (kg, million), 2009?14 75
Table 47: Breakfast cereals, Nigeria, brand share by value (%), 2008?09 77
Table 48: Breakfast cereals, Nigeria, value by brand (NGNm), 2008?09 77
Table 49: Breakfast cereals, Nigeria, company share by value (%), 2008?09 79
Table 50: Breakfast cereals, Nigeria, value by company (NGNm), 2008?09 79
Table 51: Breakfast cereals, Nigeria, distribution channels by value (%), 2008?09 80
Table 52: Breakfast cereals, Nigeria, value by distribution channel (NGNm), 2008?09 80
Table 53: Breakfast cereals, Nigeria, expenditure per capita (NGN), 2004?09 82
Table 54: Breakfast cereals, Nigeria, forecast expenditure per capita (NGN), 2009?14 82
Table 55: Breakfast cereals, Nigeria, expenditure per capita ($), 2004?09 83
Table 56: Breakfast cereals, Nigeria, forecast expenditure per capita ($), 2009?14 83
Table 57: Breakfast cereals, Nigeria, consumption per capita (kg), 2004?09 84
Table 58: Breakfast cereals, Nigeria, forecast consumption per capita (kg), 2009?14 84
Table 59: Cakes and pastries, Nigeria, value by segment (NGNm), 2004?09 85
Table 60: Cakes and pastries, Nigeria, value forecast by segment (NGNm), 2009?14 86
Table 61: Cakes and pastries, Nigeria, value by segment ($m), 2004?09 88
Table 62: Cakes and pastries, Nigeria, value forecast by segment ($m), 2009?14 88
Table 63: Cakes and pastries, Nigeria, volume by segment (kg, million), 2004?09 90
Table 64: Cakes and pastries, Nigeria, volume forecast by segment (kg, million), 2009?14 91
Table 65: Cakes and pastries, Nigeria, brand share by value (%), 2008?09 93
Table 66: Cakes and pastries, Nigeria, value by brand (NGNm), 2008?09 93
Table 67: Cakes and pastries, Nigeria, company share by value (%), 2008?09 95
Table 68: Cakes and pastries, Nigeria, value by company (NGNm), 2008?09 95
Table 69: Cakes and pastries, Nigeria, distribution channels by value (%), 2008?09 96
Table 70: Cakes and pastries, Nigeria, value by distribution channel (NGNm), 2008?09 96
Table 71: Cakes and pastries, Nigeria, expenditure per capita (NGN), 2004?09 98
Table 72: Cakes and pastries, Nigeria, forecast expenditure per capita (NGN), 2009?14 98
Table 73: Cakes and pastries, Nigeria, expenditure per capita ($), 2004?09 99
Table 74: Cakes and pastries, Nigeria, forecast expenditure per capita ($), 2009?14 99
Table 75: Cakes and pastries, Nigeria, consumption per capita (kg), 2004?09 100
Table 76: Cakes and pastries, Nigeria, forecast consumption per capita (kg), 2009?14 100
Table 77: Cookies (sweet biscuits), Nigeria, value by segment (NGNm), 2004?09 102
Table 78: Cookies (sweet biscuits), Nigeria, value forecast by segment (NGNm), 2009?14 103
Table 79: Cookies (sweet biscuits), Nigeria, value by segment ($m), 2004?09 104
Table 80: Cookies (sweet biscuits), Nigeria, value forecast by segment ($m), 2009?14 105
Table 81: Cookies (sweet biscuits), Nigeria, volume by segment (kg, million), 2004?09 106
Table 82: Cookies (sweet biscuits), Nigeria, volume forecast by segment (kg, million), 2009?14 107
Table 83: Cookies (sweet biscuits), Nigeria, brand share by value (%), 2008?09 108
Table 84: Cookies (sweet biscuits), Nigeria, value by brand (NGNm), 2008?09 108
Table 85: Cookies (sweet biscuits), Nigeria, company share by value (%), 2008?09 110
Table 86: Cookies (sweet biscuits), Nigeria, value by company (NGNm), 2008?09 110
Table 87: Cookies (sweet biscuits), Nigeria, distribution channels by value (%), 2008?09 111
Table 88: Cookies (sweet biscuits), Nigeria, value by distribution channel (NGNm), 2008?09 111
Table 89: Cookies (sweet biscuits), Nigeria, expenditure per capita (NGN), 2004?09 113
Table 90: Cookies (sweet biscuits), Nigeria, forecast expenditure per capita (NGN), 2009?14 114
Table 91: Cookies (sweet biscuits), Nigeria, expenditure per capita ($), 2004?09 115
Table 92: Cookies (sweet biscuits), Nigeria, forecast expenditure per capita ($), 2009?14 116
Table 93: Cookies (sweet biscuits), Nigeria, consumption per capita (kg), 2004?09 117
Table 94: Cookies (sweet biscuits), Nigeria, forecast consumption per capita (kg), 2009?14 118
Table 95: Crackers (savory biscuits), Nigeria, value by segment (NGNm), 2004?09 119
Table 96: Crackers (savory biscuits), Nigeria, value forecast by segment (NGNm), 2009?14 120
Table 97: Crackers (savory biscuits), Nigeria, value by segment ($m), 2004?09 122
Table 98: Crackers (savory biscuits), Nigeria, value forecast by segment ($m), 2009?14 123
Table 99: Crackers (savory biscuits), Nigeria, volume by segment (kg, million), 2004?09 125
Table 100: Crackers (savory biscuits), Nigeria, volume forecast by segment (kg, million), 2009?14 126
Table 101: Crackers (savory biscuits), Nigeria, brand share by value (%), 2008?09 128
Table 102: Crackers (savory biscuits), Nigeria, value by brand (NGNm), 2008?09 128
Table 103: Crackers (savory biscuits), Nigeria, company share by value (%), 2008?09 130
Table 104: Crackers (savory biscuits), Nigeria, value by company (NGNm), 2008?09 130
Table 105: Crackers (savory biscuits), Nigeria, distribution channels by value (%), 2008?09 131
Table 106: Crackers (savory biscuits), Nigeria, value by distribution channel (NGNm), 2008?09 131
Table 107: Crackers (savory biscuits), Nigeria, expenditure per capita (NGN), 2004?09 133
Table 108: Crackers (savory biscuits), Nigeria, forecast expenditure per capita (NGN), 2009?14 134
Table 109: Crackers (savory biscuits), Nigeria, expenditure per capita ($), 2004?09 134
Table 110: Crackers (savory biscuits), Nigeria, forecast expenditure per capita ($), 2009?14 135
Table 111: Crackers (savory biscuits), Nigeria, consumption per capita (kg), 2004?09 135
Table 112: Crackers (savory biscuits), Nigeria, forecast consumption per capita (kg), 2009?14 136
Table 113: Morning goods, Nigeria, value by segment (NGNm), 2004?09 137
Table 114: Morning goods, Nigeria, value forecast by segment (NGNm), 2009?14 138
Table 115: Morning goods, Nigeria, value by segment ($m), 2004?09 140
Table 116: Morning goods, Nigeria, value forecast by segment ($m), 2009?14 140
Table 117: Morning goods, Nigeria, volume by segment (kg, million), 2004?09 142
Table 118: Morning goods, Nigeria, volume forecast by segment (kg, million), 2009?14 143
Table 119: Morning goods, Nigeria, brand share by value (%), 2008?09 145
Table 120: Morning goods, Nigeria, value by brand (NGNm), 2008?09 145
Table 121: Morning goods, Nigeria, company share by value (%), 2008?09 146
Table 122: Morning goods, Nigeria, value by company (NGNm), 2008?09 146
Table 123: Morning goods, Nigeria, distribution channels by value (%), 2008?09 147
Table 124: Morning goods, Nigeria, value by distribution channel (NGNm), 2008?09 147
Table 125: Morning goods, Nigeria, expenditure per capita (NGN), 2004?09 149
Table 126: Morning goods, Nigeria, forecast expenditure per capita (NGN), 2009?14 149
Table 127: Morning goods, Nigeria, expenditure per capita ($), 2004?09 150
Table 128: Morning goods, Nigeria, forecast expenditure per capita ($), 2009?14 150
Table 129: Morning goods, Nigeria, consumption per capita (kg), 2004?09 151
Table 130: Morning goods, Nigeria, forecast consumption per capita (kg), 2009?14 151
Table 131: Nigeria bakery and cereals new product launches reports, by company (top five companies), 2009 152
Table 132: Nigeria bakery and cereals new product launches SKUs, by company (top five companies), 2009 152
Table 133: Nigeria bakery and cereals new product launches (reports), by flavor and fragrances (top 10 flavors), 2009 153
Table 134: Nigeria bakery and cereals new product launches (reports), by ingredients (top 10 ingredients), 2009 153
Table 135: Nigeria bakery and cereals new product launches (reports), by package tags or claims (top 10 claims), 2009 154
Table 136: Nigeria bakery and cereals new product launches - recent five launches (2009) 154
Table 137: Nigeria population, by age group, 2004?09 (millions) 155
Table 138: Nigeria population forecast, by age group, 2009?14 (millions) 156
Table 139: Nigeria population, by gender, 2004?09 (millions) 156
Table 140: Nigeria population forecast, by gender, 2009?14 (millions) 157
Table 141: Nigeria nominal GDP, 2004?09 (NGNbn, nominal prices) 157
Table 142: Nigeria nominal GDP forecast, 2009?14 (NGNbn, nominal prices) 157
Table 143: Nigeria real GDP, 2004?09 (NGNbn, 2000 prices) 158
Table 144: Nigeria real GDP forecast, 2009?14 (NGNbn, 2000 prices) 158
Table 145: Nigeria real GDP, 2004?09 ($bn, 2000 prices) 158
Table 146: Nigeria real GDP forecast, 2009?14 ($bn, 2000 prices) 159
Table 147: Nigeria consumer price index, 2004?09 (2000=100) 159
Table 148: Nigeria consumer price index, 2009?14 (2000=100) 159


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