Nigeria leads Sub-Saharan Africa in soft drink consumption amid rising threat of fake beverages
Rising demand in Nigeria’s beverage market is accompanied by increasing concerns over counterfeit drinks and public health risks.
NIGERIA – Nigeria has emerged as the largest consumer of soft drinks in Sub-Saharan Africa, with over 53 billion litres consumed in 2024, according to the German Mechanical Engineering Industry Association (VDMA).
Speaking with Punch Magazine, the association revealed that Nigeria’s beverage market continues to expand rapidly, outpacing regional peers such as Ghana and South Africa.
Despite ongoing economic challenges, including inflation and a weakening naira, the sector’s performance remains strong.
Key drivers of growth include Nigeria’s large and growing population, increased urbanisation, and the expansion of its middle class.
The VDMA, citing data from Euromonitor International, highlighted that accessibility and affordability are further fuelling the market’s momentum.
Bottled water remains the dominant product in the market, with 48.7 billion litres sold in 2024. This figure is projected to increase by 27% to reach 62 billion litres by 2028. Carbonated soft drinks followed with 3.4 billion litres sold, forecasted to climb to 4.4 billion litres by 2028.
The energy drinks segment is also set to grow by 30% over the same period. Meanwhile, the juice segment, though relatively smaller, continues on a positive growth trajectory.
In addition to non-alcoholic beverages, the alcoholic beverage market also saw significant movement, with breweries and distilleries recording a combined market capitalisation of N2.06 trillion in the financial year.
Leading companies such as Nigerian Breweries Plc. and International Breweries Plc. contributed N997.65 billion (US$621.78K) and N908.77 billion (US$566.39K) respectively to this valuation.
However, amid this growth, Nigeria’s beverage industry is facing an increasing challenge: the rise of counterfeit and adulterated drinks. These fake products have posed severe public health threats, leading to numerous hospitalisations and fatalities.
In 2021, at least 10 people lost their lives and over 50 others suffered serious kidney damage in Kano State after consuming substandard juices.
In 2023, Ogun State recorded another tragedy when eight individuals died and 11 were left critically ill after consuming contaminated alcoholic drinks.
The National Agency for Food and Drug Administration and Control (NAFDAC) has intensified efforts to combat the menace. In a major clampdown, the agency seized and destroyed fake drinks worth N750 million (US$467.4K) in the South-East, arresting 10 individuals.
In December 2023, NAFDAC shut down approximately 240 shops in Aba, Abia State, involved in producing counterfeit beverages ranging from spirits to non-alcoholic drinks.
In Lagos State alone, over N500 million (US$310.6K) worth of fake drinks had been seized by September 2024, reflecting the scale of the issue and the ongoing battle against beverage counterfeiting in Nigeria.
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