2015: Some top rating consumer products to look out for
Nigeria is Africa’s largest market with great potentials. The recent re-basing confirms the country’s economic strength as the biggest in Africa. Similarly, brands have been leveraging the market for growth. While some have achieved organic growth, some others are perhaps confused on how to penetrate the market. In this part one report, BusinessDay examines some top brands in the fast moving consumer category pushing their way through in the economy with population of about 170 million and high foreign direct investment. These are some of the brands that will continue to keep competition on their toes in 2015.
Chivita 100% Fruit Juice
Chivita 100%, which is Chi Limited’s flagship brand, was introduced over 30 years ago. Between then and now, the brand has attained market leadership in the fruit juice category of the fast moving goods sector. In this category, Chivita 100% fruit juice stands out as a best-in-class brand adored for its quality and life enriching benefits.
As thousands of consumers have attested to, even in blind taste tests, Chivita 100% is truly 100% fruit juice in content and contains no added sugar, no added preservative and no artificial colours and flavours. Chi Limited was able to deliver the product through massive investment in latest technology that helps to address the needs of a growing health-consciousness among Nigerian fruit juice consumers
Truly, Chivita 100% Fruit Juice’s success story is the result of a number of factors: consistent high quality, good marketing support and of course, an enviable consumer loyalty. This was further buttressed when the brand bagged the Award as the most preferred fruit juice brand at the last edition of the Generation Next Survey Awards in partnership with BusinessDay and HDI Youth Marketers. The award was considered through to a survey of over 15,000 Nigerian youths aged between eight and twenty-five.
Chivita 100% fruit juice, also emerged as Africa’s Best Quality Juice Brand at the 2014 Africa Quality Achievement Award. Initiated by the Africa Quality Institute (AQI) in collaboration with IBMN Integrated Services, the Africa Quality Achievement Award is organized with the support of South Africa Quality Institute (SAQI) and the Chartered Quality Institute (UK).
According to the Managing Director of Chi Limited Roy Deepanjan, “Nutrition is a key enabler to meet almost every development goal, and we cannot over-emphasize the important role that natural foods without artificial preservatives and refined sugars can play in achieving this”.
Orijin
The entry of Orijin, bitters product from Guinness did not only provide consumers choices but its packaging and taste cut across various segments of the society who find the product appealing. The immediate acceptance of the product proved the research right.
Guinness had introduced Orijin bitters in two variants – the light coloured mild taste and dark coloured bitter drinks for different consumers.
Orijin was able to find a big space in the market as it was packaged for all classes of the market. Again, Orijin’s entry was at a time other bitter drinks were considered to be for the low end of the market perhaps because of packaging. This made them to suffer from adulteration from unscrupulous individuals.
An analyst said “The critical driver of the sales of Orijin is easily attributable to positioning. Many people who feel other bitters were too pedestrian have been taking flight to the new brand from Guinness just to stand out from the crowd”. Orijin will no doubt continue to play big in the bitters market as it has enjoyed brand loyalty, but this has to be supported by Above the Line and below the line campaigns.
Ace Roots
This is a new product in the bitters group from the stable of Nigerian Breweries launched this year in to the Nigerian market. Analysts predict that as consumers shift to bitters, Ace Roots is likely to grab some sizeable percentage of the market.
Nigerian Breweries said the bitter drink contains extracts from 14 African herbs and with low sugar. This is part of its USP. The multinational company clarified that the product does not contain African herb flavours but extracts.
The company further said that it has also faithfully adhered to original African recipes in the choice of fruits, herbs extracts and spices used for the drink. It described the product as a game changer. Nigerian Breweries is expected to employ its might and ‘aggressive’ marketing strategy in pushing the product in to the market.
In the last five years, the bitters beverage market has grown exponentially to about N33bn value with other herbal products entering the market. Entry of more players has intensified competition in the market. Only the fit will survive in the long run, but this year, Ace Roots is likely to create upsets.
Indomie
The Indomie Brand of Instant Noodles is a unique brand that is loved by a majority of Nigerians. It has grown to become a household name in Nigeria because of its delightful taste and wholesomeness. The Indomie brand has managed to transcend across all age groups, winning over the hearts and taste pallets of both the young and old.
Indomie made a remarkable impact on the Nigerian culinary landscape in just over fifteen years in the Nigerian market. It has grown to become a trusted household name, synonymous with quality, taste and value. Indomie range of products command a substantial degree of brand loyalty and an enviable “top of mind” status amongst its consumers who cut across all demographic segments in Nigeria. The love for the brand has been so wide spread that Dufil Group, Manufacturers of Indomie, was able to launch several unique and savory flavors within a period of ten years.
Colgate Toothpaste
Colgate Toothpaste is now showing stronger presence in Nigeria’s market. Colgate Toothpaste is a product of Colgate PalmOlive , America’s multinational $18 billion revenue consumer products company that focuses on the production, distribution and provision of health care products. The company recently entered Nigeria with strong business presence to compete in the tooth-paste and other personal health care market. It cannot resist the alluring Nigerian market
The establishment of the office is indicative of its readiness to compete as Davies Kanyama, Colgate-Palmolive general manager in Nigeria said “due to the high consumer demand for Colgate products in Nigeria and as these products are not being brought into the country by Colgate Palmolive the prices are therefore high and supply is erratic”
Proving its readiness to square it up with competition, the brand owners recently introduced a unique sugar acid neutraliser technology and fluoride with the launch of Colgate Maximum Cavity Protection Plus Sugar Acid.
Close Up
This is a household name in toothpaste category in the Nigerian market. Close Up has been adjudged Nigeria’s leading and most used toothpaste brand. The Close Up range of toothpaste comes in both red gel and green gel, which gives long lasting fresh breath, and cuts across different variants such as Red Hot, Close up Menthol Chill, Herbal and White Now.
The brand owners have been up in their game as they have introduced innovations to stay ahead of competition. The brand visibility and packaging have been part of its forte in the competitive toothpaste market. Close Up will remain strong brand in 2015.
Coke
Coca Cola is the world most sold beverage brand. Its brand value as at 2014 is estimated at $81.6 billion. Coke will remain leading soft drink and most sold as it leverages innovation to maintain its high flying level.
Though competition is fierce in Nigeria’s beverage category but Coke has remained unshakeable. Recently it introduced Share a Coke, an innovation which personalizes the brand with Nigerian names. This resonates with its consumers
Marketing Director, Coca-Cola Nigeria Limited, Patricia Jemibewon, sums up the essence of the campaign in these words: “Share a Coke transforms the global Coca-Cola brand into a special, personal experience for our consumers. By swapping our iconic Coca-Cola logo with personal names, we give all our consumers a unique opportunity to connect and share their personalized Coke with the people who matter the most to them – friends, family and loved ones, either in person, or virtually”.
Since the stimulating Share a Coke campaign took off on January 10, 2015, thousands of Nigerians have experienced the excitement of finding their names on PET bottles of Coca-Cola at supermarkets and retailers or waiting for a few minutes for a branded Coca-Cola Can at experiential venues.