Several competing seasoning brands, one market

Food seasoning is a common denominator of every kitchen throughout the world. There is hardly any kitchen, whether in Nigeria or any other part of the globe, where food seasoning is not conspicuous. Its importance cannot be underestimated. An ideal meal is usually not complete without addition of seasonings.

Before the introduction of food seasonings in cubes and powder, there had been other local seasonings – the most popular of which is the locus beans known as Ogiri, Dawadawa, and Iru, among the Igbos, Hausas, and Yorubas, respectively.

Culinary products are widely used throughout Africa to add flavour during or after the preparation of a meal. Onga is the generic brand name for all food enhancement products produced by Promasidor, and plays the role of Mama’s helping hand in the kitchen by providing hard working mothers with the extra help they need in preparing delicious meals for their families. Culinary products are used to add flavour to stews, soups and sauces.

Seasoning belongs to the food and beverage sub-sector of the consumer market, which BGL Research and Intelligence estimates to worth about N14.7 trillion. Obviously, they are in high demand in Nigeria as the case in other parts of the world. It is estimated that the total national demand for various types of food condiments and seasonings in the country is about 5,475 tons per annum.

A ValueFronteira’s Food Seasoning Report also shows that even after 35 years of introducing the first branded food seasoning in Nigeria, the potentials of the market have maintained a continuous growth with long list of brands produced locally and abroad competing for appreciable market share.

Over the years, the keen competition among players in the sub-sector has evidently continued unabated. Unconcerned over the stiff competition, Promasidor recently took a bold step as it added seasoning product to the existing long list of brands in the market. The company launched its cube variant, Onga into the market.

Speaking at the launch, tagged: “A Nite full of Flavour,” Keith Richards, chairman of Promasidor Nigeria Limited, said the innovation was meant to demonstrate the company’s unwavering passion and commitment to reciprocate affinity of customers with the brand.

Richards’ position was corroborated by Kachi Onubogu, executive director, commercial of Promasidor, who listed the milestones the company achieved in the past 10 years following the launch of Onga into the market in an innovative format, powder.

Onubogu said Onga powder variant did not only change the seasoning category by just offering consumers varieties and convenience when it made its triumphant entry, he said the brand also fundamentally offers fresh and revolutionary taste and aroma. “For those of you who use Onga powder variant you will attest to the fact that the unique Onga aroma stands us out from the pack,” he said.

Doyin Group of Companies, Unilever Nigeria, Daily Need Nigeria Limited and Nestle Nigeria Plc were among the notable players dominating the nation’s seasoning market. Unilever’s Royco Seasoning Powder variants and the popular Maggi brand from the staple of Nestle were successfully causing stirs in the market before the triumphant entry of Onga seasoning. Trailing behind these major players, Unilever and Nestle, was Doyin Group of Companies, manufacturers of Doyin cube as well as Daily Need, manufacturers of Suppy. Knorr is another strong brand that has carved out a niche for itself in the seasoning market over the years. But Onga is pushing ahead in the market with its aroma as it gradually inches to the top.

At present, the Onga range consists of Onga seasoning powder, which presents an alternative to stock cubes, Mchuzi Mix and tablets. Onga has been launched in 10 countries to date.

Onubogu disclosed that the new Onga cube, comes in single cubes of 4g and comes in two variants which include: Onga cube, which can be used for any type of dish and Onga Chicken, a special blend, with superior chicken flavour, which can be used to create excitement in the kitchen. He further disclosed that the new Onga cubes variant also comes in 50 cubes in a pouch and 24 pouches in a carton for bulk buyers.