StrongPack

Carbonated soft drinks (CSD) are the second most popular beverage category in Africa, after bottled water. This segment continues to grow mainly due to the fact that the consumers’ purchasing power is steadily increasing on a continent with the youngest demography globally.[1] However, distribution is complicated by long transportation routes and difficult road conditions, creating a large demand for bottled drinks with longer shelf life. 

Within this emerging market, Nigeria is a very interesting case. With 195.9 million inhabitants and a population growth of 2.6% in 2018[2], it has been showing a healthy CSD performance over the last few years, even during economic slumps (with a volume growth of 11.1% CAGR from 2012 to 2017). This phenomenon was mainly driven by population increase, price competition and aggressive marketing campaigns from the major global CSD players.[3]