Boston, MA -- (ReleaseWire) -- 06/13/2014 -- Health consciousness among Nigerian consumers and intense marketing activities by manufacturers supported the growth of the juice category in 2013. Nigerians are traditionally strong consumers of fruit and vegetables, which are widely sold fresh at roadsides. With the growing demand for convenience among a larger working population, which is also more educated and therefore more health conscious, fruit juice in packaged form has increased in popularity. Furthermore, given the growing incidences of hypertension and diabetes in the country, younger middle- and higher-income consumers are keen to stave off these diseases by consuming juice, which they consider to be a healthier option compared to carbonates. However, a key driver for the category is the novelty of juice compared to carbonates, particularly given the range of exotic flavours available in the country. The product type is also perceived to be an indicator of higher status than lower-cost soft drinks such as carbonates, thus it is increasingly replacing carbonates as the drink of choice at large parties (such as weddings and birthdays) that are held frequently in the country.
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With a 48% off-trade volume share, Chi Nigeria Ltd led the juice category in Nigeria in 2013. The company benefited from the ban placed on imported juice in Nigeria, expanding its consumer base and widening its distribution reach, especially in the light of the temporary absence of Coca-Cola Nigeria Ltd's 5 Alive brand in 2009 due to the fire at the company's production plant. With an effective marketing and advertising strategy, a strong distribution network and a range of flavour offers, the company has been able to maintain its leadership position in the category. Its advertising strategy continues to position the Chi brand (whose name in Igbo means "personal god") as "proudly Nigerian". In addition to the Chi brand (ranked first in juice), it also markets the third-ranked Capri-Sonne brand on behalf of Deutsche SiSi-Werke GmbH & Co KG.
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