Bitter drinks: Consumers’ concern to push regulatory agencies to investigate herbs’ claims
Nigerian product regulatory agencies are studying the expanding bitter drink market, estimated at an annual value of N32.2 billion, with intension to investigate the operators’ claims on herbal contents.
As tastes shift to spirits and bitter herbal drinks, some consumers are expressing concern whether the bitter drinks in the market are really made from herbs, which they believe are medicinal, or the drinks are flavoured with bitter chemicals against the claims.
But the Consumer Protection Council (CPC) says it has noted the concern of Nigerians and promised that the body “will take necessary actions that are needful, in conjunction with relevant sister agencies,” to investigate the issue.
Abiodun Obimuyiwa, deputy director, public relations of the CPC’s head office, Abuja, says through an email response on the concern of Nigerians that “Yes, CPC proactively tests products in Nigerian markets to sometimes verify their claims. The outcomes of such exercises, in the past, have earned some producers warning letters, while some others got commendation for keeping to standards and the claims on their packs. In the case of bitter drinks, the Council has noted this and will take necessary actions.”
Tunde, a resident of Okota in Lagos, who does not want his full name mentioned and prefers bitter drinks, is not sure the drinks are made from herbs, but however likes the bitter taste. Chiagozie Ugwuegbu is also concerned whether the bitter drinks are made from bitter chemicals or they are really made from herbs as their producers claim.
The Nigerian bitters beverage drink market has suddenly been discovered as another investment boom with bigger players in the FMCG sector tapping into the opportunity.
The latest company to enter the industry is Guinness Nigeria, which recently introduced Orijin Bitters, where Kasapreko, a multi-million dollar Ghanaian company, and other players mostly in the SME category, operate.
The growing market, according to analysts, is due to rising change in consumer taste that prefers a special drink different from lager or mineral. It is also believed that the bitters originate from herbs that contain body purifiers, anti-malaria components and ingredients for improving the virility of man, which to a large extent is enticing to some individuals.
Ghanaian company, Kasapreko deepened the market in Nigeria with entry of its Alomo Bitters in 2011, a large market where the earlier operators such as Swedish and German bitters perhaps did not leverage adequately due to limited product distribution.
In the market, there are other bitter drinks such as Action bitters, Osomo, Kerewa, and many others, while some adulterate the leading brands.
Nigeria is a big market for products, and as analysts say “if you look at Africa, anyone who does not see the Nigerian market is really blind. You can’t miss Nigeria; it is a powerhouse in Africa. From the GDP standpoint and population, Nigeria is the largest economy in Africa.”
Daniel Obi