Beer Brands in Nigeria: Brands with the highest recommendation score in 2020

Beer is the most popular alcoholic drink in Nigeria, with an average consumption of 12 litres per capita per annum, generating high sales volumes for most players in the country. Yet, 2020 has been a challenging year for most players, with a strong shift of consumption from on-trade to off-trade channels.

In our 2020 ranking of Beer Brands in Nigeria (according to their recommendation score), Heineken is #1 ahead of Budweiser and Guinness… three brands and three different groups in the top 3 ( Heineken/Nigerian Breweries, AB InBev/International Breweries and Diageo), with all three groups managing to place their key brands within the Top 10.

 

Ranking of Beer brands in Nigeria, based on their recommendation score in 2020:

  1. Heineken (Nigerian Breweries, controlled by Heineken)
  2. Budweiser (International Breweries, controlled by AB InBev)
  3. Guinness (Diageo)
  4. Orijin (Diageo)
  5. Beck’s (AB InBev)
  6. Champion (Heineken)
  7. Corona (AB InBev)
  8. Life (Nigerian Breweries, controlled by Heineken)
  9. Goldberg (Nigerian Breweries, controlled by Heineken)
  10. Trophy (International Breweries, controlled by AB InBev)

 

 

Methodology

SagaBrand, the continuous tracking tool for brands across the African continent. In Nigeria, more than 500 brands are assessed on a daily basis via our online panel.

Recommendation score: Which brands would you RECOMMEND to a friend? Which brands would you tell them to AVOID? Score is calculated by subtracting the AVOID percentage from the RECOMMEND percentage for each brand.

Population: adults above 18 years old.

Period: July 2020. N = 800

 

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Sagaci Research is an Africa-focused analytics firm. Beyond customised data feeds and market research surveys, Sagaci Research offers a range of syndicated data products that include SagaBrand (a brand health tracker), SagaCube (online category consumption metrics) and SagaTracker (retail audits).

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