Meat, Fish and Poultry in Nigeria to 2013

Introduction

This databook provides key data and information on the meat, fish and poultry 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 information on: frozen meat products, chilled fish/seafood, chilled meat, canned meat, canned fish/seafood and frozen fish/seafood.

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2003-2008) and forecast (2009-2013) data

*Category level company and brand share as well as distribution share information for 2007 and 2008

*Review of the top two companies within the meat, fish and poultry market, including company overview, key facts and business description

Highlights

The market for meat, fish and poultry in Nigeria increased at a compound annual growth rate of 5.4% between 2003 and 2008.

The canned fish/seafood category led the meat, fish and poultry market in Nigeria, accounting for a share of 58.8%.

Leading players in Nigerian meat, fish and poultry market include H.J. Heinz Company, Princes Limited and Irvin & Johnson Holding Company (Pty) Ltd.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the meat, fish and poultry 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


Report Highlights

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: meat, fish and poultry 2
Summary category level: canned fish/seafood 3
Summary category level: canned meat products 4
Summary category level: chilled fish/seafood 5
Summary category level: chilled meat products 6
Summary category level: frozen fish/seafood 7
Summary category level: frozen meat products 8
Chapter 2 Introduction 9
What is this report about? 9
How to use this report 9
Market definition 10
Chapter 3 Market Overview 26
Value analysis (Naira), 2003?08 26
Value analysis (Naira), 2008?13 27
Value analysis (US dollars), 2003?08 29
Value analysis (US dollars), 2008?13 30
Volume analysis, 2003?08 32
Volume analysis, 2008?13 33
Company and brand share analysis 35
Distribution analysis 40
Expenditure and consumption per capita 42
Chapter 4 Leading Company Profiles 48
H.J. Heinz Company. 48
Princes Ltd. Corporation 50
Chapter 5 Category Analysis: Canned Fish/Seafood 52
Value analysis (Naira), 2003?08 52
Value analysis (Naira), 2008?13 53
Value analysis (US dollars), 2003?08 55
Value analysis (US dollars), 2008?13 55
Volume analysis, 2003?08 57
Volume analysis, 2008?13 58
Company and brand share analysis 60
Distribution analysis 64
Expenditure and consumption per capita 66
Chapter 6 Category Analysis: Canned Meat Products 69
Value analysis (Naira), 2003?08 69
Value analysis (Naira), 2008?13 70
Value analysis (US dollars), 2003?08 72
Value analysis (US dollars), 2008?13 72
Volume analysis, 2003?08 74
Volume analysis, 2008?13 75
Company and brand share analysis 77
Distribution analysis 80
Expenditure and consumption per capita 82
Chapter 7 Category Analysis: Chilled Fish/Seafood 85
Value analysis (Naira), 2003?08 85
Value analysis (Naira), 2008?13 86
Value analysis (US dollars), 2003?08 88
Value analysis (US dollars), 2008?13 88
Volume analysis, 2003?08 90
Volume analysis, 2008?13 91
Company and brand share analysis 93
Distribution analysis 95
Expenditure and consumption per capita 97
Chapter 8 Category Analysis: Chilled Meat Products 100
Value analysis (Naira), 2003?08 100
Value analysis (Naira), 2008?13 101
Value analysis (US dollars), 2003?08 103
Value analysis (US dollars), 2008?13 103
Volume analysis, 2003?08 105
Volume analysis, 2008?13 106
Company and brand share analysis 108
Distribution analysis 110
Expenditure and consumption per capita 112
Chapter 9 Category Analysis: Frozen Fish/Seafood 115
Value analysis (Naira), 2003?08 115
Value analysis (Naira), 2008?13 116
Value analysis (US dollars), 2003?08 118
Value analysis (US dollars), 2008?13 119
Volume analysis, 2003?08 121
Volume analysis, 2008?13 122
Company and brand share analysis 124
Distribution analysis 127
Expenditure and consumption per capita 129
Chapter 10 Category Analysis: Frozen Meat Products 132
Value analysis (Naira), 2003?08 132
Value analysis (Naira), 2008?13 133
Value analysis (US dollars), 2003?08 135
Value analysis (US dollars), 2008?13 135
Volume analysis, 2003?08 137
Volume analysis, 2008?13 138
Company and brand share analysis 140
Distribution analysis 142
Expenditure and consumption per capita 144
Chapter 11 Country Comparison 147
Value 147
Volume 151
Market share 155
Chapter 12 Socioeconomic profile 156
Country overview 156
Key facts 157
Political overview 158
Economic overview 159
Chapter 13 New Product Development 160
Product launches over time 160
Recent product launches 162
Chapter 14 Macroeconomic Profile 163
Macroeconomic indicators 163
Chapter 15 Research Methodology 168
Methodology overview 168
Secondary research 169
Market modeling 170
Creating an initial data model 170
Revising the initial data model 170
Creating a final estimate 171
Creating demographic value splits 171
Primary research 171
Data finalization 172
Ongoing research 172
Chapter 16 APPENDIX 173
Future readings 173
How to contact experts in your industry 173
Disclaimer 173

LIST OF FIGURES
Figure 1: Meat, fish and poultry, Nigeria, value by category (NGNm), 2003?13 28
Figure 2: Meat, fish and poultry, Nigeria, category growth comparison, by value, 2003?13 31
Figure 3: Meat, fish and poultry, Nigeria, volume by category (kg, million), 2003?13 34
Figure 4: Meat, fish and poultry, Nigeria, category growth comparison, by volume, 2003?13 34
Figure 5: Meat, fish and poultry, Nigeria, company share by value (%), 2007?08 37
Figure 6: Meat, fish and poultry, Nigeria, distribution channels by value (%), 2007?08 41
Figure 7: Canned fish/seafood, Nigeria, value by segment (NGNm), 2003?13 54
Figure 8: Canned fish/seafood, Nigeria, category growth comparison, by value, 2003?13 56
Figure 9: Canned fish/seafood, Nigeria, volume by segment (kg, million), 2003?13 59
Figure 10: Canned fish/seafood, Nigeria, category growth comparison, by volume, 2003?13 59
Figure 11: Canned fish/seafood, Nigeria, company share by value (%), 2007?08 62
Figure 12: Canned fish/seafood, Nigeria, distribution channels by value (%), 2007?08 65
Figure 13: Canned meat products, Nigeria, value by segment (NGNm), 2003?13 71
Figure 14: Canned meat products, Nigeria, category growth comparison, by value, 2003?13 73
Figure 15: Canned meat products, Nigeria, volume by segment (kg, million), 2003?13 76
Figure 16: Canned meat products, Nigeria, category growth comparison, by volume, 2003?13 76
Figure 17: Canned meat products, Nigeria, company share by value (%), 2007?08 78
Figure 18: Canned meat products, Nigeria, distribution channels by value (%), 2007?08 81
Figure 19: Chilled fish/seafood, Nigeria, value by segment (NGNm), 2003?13 87
Figure 20: Chilled fish/seafood, Nigeria, category growth comparison, by value, 2003?13 89
Figure 21: Chilled fish/seafood, Nigeria, volume by segment (kg, million), 2003?13 92
Figure 22: Chilled fish/seafood, Nigeria, category growth comparison, by volume, 2003?13 92
Figure 23: Chilled fish/seafood, Nigeria, distribution channels by value (%), 2007?08 96
Figure 24: Chilled meat products, Nigeria, value by segment (NGNm), 2003?13 102
Figure 25: Chilled meat products, Nigeria, category growth comparison, by value, 2003?13 104
Figure 26: Chilled meat products, Nigeria, volume by segment (kg, million), 2003?13 107
Figure 27: Chilled meat products, Nigeria, category growth comparison, by volume, 2003?13 107
Figure 28: Chilled meat products, Nigeria, distribution channels by value (%), 2007?08 111
Figure 29: Frozen fish/seafood, Nigeria, value by segment (NGNm), 2003?13 117
Figure 30: Frozen fish/seafood, Nigeria, category growth comparison, by value, 2003?13 120
Figure 31: Frozen fish/seafood, Nigeria, volume by segment (kg, million), 2003?13 123
Figure 32: Frozen fish/seafood, Nigeria, category growth comparison, by volume, 2003?13 123
Figure 33: Frozen fish/seafood, Nigeria, company share by value (%), 2007?08 125
Figure 34: Frozen fish/seafood, Nigeria, distribution channels by value (%), 2007?08 128
Figure 35: Frozen meat products, Nigeria, value by segment (NGNm), 2003?13 134
Figure 36: Frozen meat products, Nigeria, category growth comparison, by value, 2003?13 136
Figure 37: Frozen meat products, Nigeria, volume by segment (kg, million), 2003?13 139
Figure 38: Frozen meat products, Nigeria, category growth comparison, by volume, 2003?13 139
Figure 39: Frozen meat products, Nigeria, distribution channels by value (%), 2007?08 143
Figure 40: Global meat, fish and poultry market split (value terms, 2008), top five countries 148
Figure 41: Global meat, fish and poultry market value, 2003–08, top five countries 150
Figure 42: Global meat, fish and poultry market split (volume terms, 2008), top five countries 152
Figure 43: Global meat, fish and poultry market volume, 2003–08, top five countries 154
Figure 44: Map of Nigeria 157
Figure 45: Annual data review process 169

LIST OF TABLES
Table 1: Meat, fish and poultry category definitions 11
Table 2: Meat, fish and poultry distribution channels 12
Table 3: Meat, fish and poultry, Nigeria, value by category (NGNm), 2003?08 26
Table 4: Meat, fish and poultry, Nigeria, value forecast by category (NGNm), 2008?13 27
Table 5: Meat, fish and poultry, Nigeria, value by category ($m), 2003?08 29
Table 6: Meat, fish and poultry, Nigeria, value forecast by category ($m), 2008?13 30
Table 7: Meat, fish and poultry, Nigeria, volume by category (kg, million), 2003?08 32
Table 8: Meat, fish and poultry, Nigeria, volume forecast by category (kg, million), 2008?13 33
Table 9: Meat, fish and poultry, Nigeria, brand share by value (%), 2007?08 35
Table 10: Meat, fish and poultry, Nigeria, value by brand (NGNm), 2007?08 36
Table 11: Meat, fish and poultry, Nigeria, company share by value (%), 2007?08 38
Table 12: Meat, fish and poultry, Nigeria, value by company (NGNm), 2007?08 39
Table 13: Meat, fish and poultry, Nigeria, distribution channels by value (%), 2007?08 40
Table 14: Meat, fish and poultry, Nigeria, value by distribution channel (NGNm), 2007?08 40
Table 15: Meat, fish and poultry, Nigeria, expenditure per capita (NGN), 2003?08 42
Table 16: Meat, fish and poultry, Nigeria, forecast expenditure per capita (NGN), 2008?13 43
Table 17: Meat, fish and poultry, Nigeria, expenditure per capita ($), 2003?08 44
Table 18: Meat, fish and poultry, Nigeria, forecast expenditure per capita ($), 2008?13 45
Table 19: Meat, fish and poultry, Nigeria, consumption per capita (kg), 2003?08 46
Table 20: Meat, fish and poultry, Nigeria, forecast consumption per capita (kg), 2008?13 47
Table 21: H.J. Heinz Company key facts 48
Table 22: Princes Ltd. Corporation key facts 50
Table 23: Canned fish/seafood, Nigeria, value by segment (NGNm), 2003?08 52
Table 24: Canned fish/seafood, Nigeria, value forecast by segment (NGNm), 2008?13 53
Table 25: Canned fish/seafood, Nigeria, value by segment ($m), 2003?08 55
Table 26: Canned fish/seafood, Nigeria, value forecast by segment ($m), 2008?13 55
Table 27: Canned fish/seafood, Nigeria, volume by segment (kg, million), 2003?08 57
Table 28: Canned fish/seafood, Nigeria, volume forecast by segment (kg, million), 2008?13 58
Table 29: Canned fish/seafood, Nigeria, brand share by value (%), 2007?08 60
Table 30: Canned fish/seafood, Nigeria, value by brand (NGNm), 2007?08 61
Table 31: Canned fish/seafood, Nigeria, company share by value (%), 2007?08 63
Table 32: Canned fish/seafood, Nigeria, value by company (NGNm), 2007?08 63
Table 33: Canned fish/seafood, Nigeria, distribution channels by value (%), 2007?08 64
Table 34: Canned fish/seafood, Nigeria, value by distribution channel (NGNm), 2007?08 64
Table 35: Canned fish/seafood, Nigeria, expenditure per capita (NGN), 2003?08 66
Table 36: Canned fish/seafood, Nigeria, forecast expenditure per capita (NGN), 2008?13 66
Table 37: Canned fish/seafood, Nigeria, expenditure per capita ($), 2003?08 67
Table 38: Canned fish/seafood, Nigeria, forecast expenditure per capita ($), 2008?13 67
Table 39: Canned fish/seafood, Nigeria, consumption per capita (kg), 2003?08 68
Table 40: Canned fish/seafood, Nigeria, forecast consumption per capita (kg), 2008?13 68
Table 41: Canned meat products, Nigeria, value by segment (NGNm), 2003?08 69
Table 42: Canned meat products, Nigeria, value forecast by segment (NGNm), 2008?13 70
Table 43: Canned meat products, Nigeria, value by segment ($m), 2003?08 72
Table 44: Canned meat products, Nigeria, value forecast by segment ($m), 2008?13 72
Table 45: Canned meat products, Nigeria, volume by segment (kg, million), 2003?08 74
Table 46: Canned meat products, Nigeria, volume forecast by segment (kg, million), 2008?13 75
Table 47: Canned meat products, Nigeria, brand share by value (%), 2007?08 77
Table 48: Canned meat products, Nigeria, value by brand (NGNm), 2007?08 77
Table 49: Canned meat products, Nigeria, company share by value (%), 2007?08 79
Table 50: Canned meat products, Nigeria, value by company (NGNm), 2007?08 79
Table 51: Canned meat products, Nigeria, distribution channels by value (%), 2007?08 80
Table 52: Canned meat products, Nigeria, value by distribution channel (NGNm), 2007?08 80
Table 53: Canned meat products, Nigeria, expenditure per capita (NGN), 2003?08 82
Table 54: Canned meat products, Nigeria, forecast expenditure per capita (NGN), 2008?13 82
Table 55: Canned meat products, Nigeria, expenditure per capita ($), 2003?08 83
Table 56: Canned meat products, Nigeria, forecast expenditure per capita ($), 2008?13 83
Table 57: Canned meat products, Nigeria, consumption per capita (kg), 2003?08 84
Table 58: Canned meat products, Nigeria, forecast consumption per capita (kg), 2008?13 84
Table 59: Chilled fish/seafood, Nigeria, value by segment (NGNm), 2003?08 85
Table 60: Chilled fish/seafood, Nigeria, value forecast by segment (NGNm), 2008?13 86
Table 61: Chilled fish/seafood, Nigeria, value by segment ($m), 2003?08 88
Table 62: Chilled fish/seafood, Nigeria, value forecast by segment ($m), 2008?13 88
Table 63: Chilled fish/seafood, Nigeria, volume by segment (kg, million), 2003?08 90
Table 64: Chilled fish/seafood, Nigeria, volume forecast by segment (kg, million), 2008?13 91
Table 65: Chilled fish/seafood, Nigeria, brand share by value (%), 2007?08 93
Table 66: Chilled fish/seafood, Nigeria, value by brand (NGNm), 2007?08 93
Table 67: Chilled fish/seafood, Nigeria, company share by value (%), 2007?08 94
Table 68: Chilled fish/seafood, Nigeria, value by company (NGNm), 2007?08 94
Table 69: Chilled fish/seafood, Nigeria, distribution channels by value (%), 2007?08 95
Table 70: Chilled fish/seafood, Nigeria, value by distribution channel (NGNm), 2007?08 95
Table 71: Chilled fish/seafood, Nigeria, expenditure per capita (NGN), 2003?08 97
Table 72: Chilled fish/seafood, Nigeria, forecast expenditure per capita (NGN), 2008?13 97
Table 73: Chilled fish/seafood, Nigeria, expenditure per capita ($), 2003?08 98
Table 74: Chilled fish/seafood, Nigeria, forecast expenditure per capita ($), 2008?13 98
Table 75: Chilled fish/seafood, Nigeria, consumption per capita (kg), 2003?08 99
Table 76: Chilled fish/seafood, Nigeria, forecast consumption per capita (kg), 2008?13 99
Table 77: Chilled meat products, Nigeria, value by segment (NGNm), 2003?08 100
Table 78: Chilled meat products, Nigeria, value forecast by segment (NGNm), 2008?13 101
Table 79: Chilled meat products, Nigeria, value by segment ($m), 2003?08 103
Table 80: Chilled meat products, Nigeria, value forecast by segment ($m), 2008?13 103
Table 81: Chilled meat products, Nigeria, volume by segment (kg, million), 2003?08 105
Table 82: Chilled meat products, Nigeria, volume forecast by segment (kg, million), 2008?13 106
Table 83: Chilled meat products, Nigeria, brand share by value (%), 2007?08 108
Table 84: Chilled meat products, Nigeria, value by brand (NGNm), 2007?08 108
Table 85: Chilled meat products, Nigeria, company share by value (%), 2007?08 109
Table 86: Chilled meat products, Nigeria, value by company (NGNm), 2007?08 109
Table 87: Chilled meat products, Nigeria, distribution channels by value (%), 2007?08 110
Table 88: Chilled meat products, Nigeria, value by distribution channel (NGNm), 2007?08 110
Table 89: Chilled meat products, Nigeria, expenditure per capita (NGN), 2003?08 112
Table 90: Chilled meat products, Nigeria, forecast expenditure per capita (NGN), 2008?13 112
Table 91: Chilled meat products, Nigeria, expenditure per capita ($), 2003?08 113
Table 92: Chilled meat products, Nigeria, forecast expenditure per capita ($), 2008?13 113
Table 93: Chilled meat products, Nigeria, consumption per capita (kg), 2003?08 114
Table 94: Chilled meat products, Nigeria, forecast consumption per capita (kg), 2008?13 114
Table 95: Frozen fish/seafood, Nigeria, value by segment (NGNm), 2003?08 115
Table 96: Frozen fish/seafood, Nigeria, value forecast by segment (NGNm), 2008?13 116
Table 97: Frozen fish/seafood, Nigeria, value by segment ($m), 2003?08 118
Table 98: Frozen fish/seafood, Nigeria, value forecast by segment ($m), 2008?13 119
Table 99: Frozen fish/seafood, Nigeria, volume by segment (kg, million), 2003?08 121
Table 100: Frozen fish/seafood, Nigeria, volume forecast by segment (kg, million), 2008?13 122
Table 101: Frozen fish/seafood, Nigeria, brand share by value (%), 2007?08 124
Table 102: Frozen fish/seafood, Nigeria, value by brand (NGNm), 2007?08 124
Table 103: Frozen fish/seafood, Nigeria, company share by value (%), 2007?08 126
Table 104: Frozen fish/seafood, Nigeria, value by company (NGNm), 2007?08 126
Table 105: Frozen fish/seafood, Nigeria, distribution channels by value (%), 2007?08 127
Table 106: Frozen fish/seafood, Nigeria, value by distribution channel (NGNm), 2007?08 127
Table 107: Frozen fish/seafood, Nigeria, expenditure per capita (NGN), 2003?08 129
Table 108: Frozen fish/seafood, Nigeria, forecast expenditure per capita (NGN), 2008?13 129
Table 109: Frozen fish/seafood, Nigeria, expenditure per capita ($), 2003?08 130
Table 110: Frozen fish/seafood, Nigeria, forecast expenditure per capita ($), 2008?13 130
Table 111: Frozen fish/seafood, Nigeria, consumption per capita (kg), 2003?08 131
Table 112: Frozen fish/seafood, Nigeria, forecast consumption per capita (kg), 2008?13 131
Table 113: Frozen meat products, Nigeria, value by segment (NGNm), 2003?08 132
Table 114: Frozen meat products, Nigeria, value forecast by segment (NGNm), 2008?13 133
Table 115: Frozen meat products, Nigeria, value by segment ($m), 2003?08 135
Table 116: Frozen meat products, Nigeria, value forecast by segment ($m), 2008?13 135
Table 117: Frozen meat products, Nigeria, volume by segment (kg, million), 2003?08 137
Table 118: Frozen meat products, Nigeria, volume forecast by segment (kg, million), 2008?13 138
Table 119: Frozen meat products, Nigeria, brand share by value (%), 2007?08 140
Table 120: Frozen meat products, Nigeria, value by brand (NGNm), 2007?08 140
Table 121: Frozen meat products, Nigeria, company share by value (%), 2007?08 141
Table 122: Frozen meat products, Nigeria, value by company (NGNm), 2007?08 141
Table 123: Frozen meat products, Nigeria, distribution channels by value (%), 2007?08 142
Table 124: Frozen meat products, Nigeria, value by distribution channel (NGNm), 2007?08 142
Table 125: Frozen meat products, Nigeria, expenditure per capita (NGN), 2003?08 144
Table 126: Frozen meat products, Nigeria, forecast expenditure per capita (NGN), 2008?13 144
Table 127: Frozen meat products, Nigeria, expenditure per capita ($), 2003?08 145
Table 128: Frozen meat products, Nigeria, forecast expenditure per capita ($), 2008?13 145
Table 129: Frozen meat products, Nigeria, consumption per capita (kg), 2003?08 146
Table 130: Frozen meat products, Nigeria, forecast consumption per capita (kg), 2008?13 146
Table 131: Global meat, fish and poultry market value, 2008 147
Table 132: Global meat, fish and poultry market split (value terms ($m), 2008), top five countries 150
Table 133: Global meat, fish and poultry market volume, 2008 151
Table 134: Global meat, fish and poultry market split (volume terms, 2008), top five countries 154
Table 135: Leading players, top five countries 155
Table 136: Nigeria key facts 157
Table 137: Nigeria meat, fish and poultry new product launches reports, by company (top five companies), 2009 160
Table 138: Nigeria meat, fish and poultry new product launches SKUs, by company (top five companies), 2009 160
Table 139: Nigeria meat, fish and poultry new product launches (reports), by flavor and fragrances, 2009 161
Table 140: Nigeria meat, fish and poultry new product launches (reports), by ingredients (top 10 ingredients), 2009 161
Table 141: Nigeria meat, fish and poultry new product launches (reports), by package tags or claims, 2009 162
Table 142: Nigeria meat, fish and poultry new product launches - recent five launches (2009) 162
Table 143: Nigeria population, by age group, 2003?08 (millions) 163
Table 144: Nigeria population forecast, by age group, 2008?13 (millions) 164
Table 145: Nigeria population, by gender, 2003?08 (millions) 164
Table 146: Nigeria population forecast, by gender, 2008?13 (millions) 165
Table 147: Nigeria nominal GDP, 2003?08 (NGNbn, nominal prices) 165
Table 148: Nigeria nominal GDP forecast, 2008?13 (NGNbn, nominal prices) 165
Table 149: Nigeria real GDP, 2003?08 (NGNbn, 2000 prices) 166
Table 150: Nigeria real GDP forecast, 2008?13 (NGNbn, 2000 prices) 166
Table 151: Nigeria real GDP, 2003?08 ($bn, 2000 prices) 166
Table 152: Nigeria real GDP forecast, 2008?13 ($bn, 2000 prices) 167
Table 153: Nigeria consumer price index, 2003?08 (2000=100) 167
Table 154: Nigeria consumer price index, 2008?13 (2000=100) 167



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