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ARTICLE · 06 MARCH 2025

The Beer Market In Nigeria

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Globally, beer still reigns in the hearts and minds of consumers. Some describe it as "cheap, approachable, and readily available", "a warm hug that other drinks just can't match" or "the perfect drink for every mood"

GhanaConsumer Protection
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Firmus Advisory

Globally, beer still reigns in the hearts and minds of consumers. Some describe it as "cheap, approachable, and readily available", "a warm hug that other drinks just can't match" or "the perfect drink for every mood".1

Sentiments among consumers in Nigeria follow this pattern as the country ranks as the 18th country in the world that consumes the most beer, second only to South Africa in Africa. Nigeria has an annual beer consumption of approximately 2 million tons. However, demand for beer is gradually losing market share in Nigeria.2 Though an average yearly consumption of 2 million tons sounds impressive, this average is significantly (20%) lower than the 2.5 million tons average of the early 2010s. In 2022, beer consumption in Nigeria was at a low of 1.8 million tons3 and is projected to be even weaker in 2024.4 Demand appears to be shifting to the spirits market as consumer preference `for spirits has improved. Also, we see giants like Guinness Nigeria Plc

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