Herbal bitter drinks market is flourishing in Nigeria. The market was deepened with the entry of Alomo Bitters in 2011. Before then, Swedish and German bitters were skeletally marketed in the country and because of the limited distribution there was not much awareness, as the visibility of the products was limited. Some consumers who would have possibly tried the Swedish and the German products believed that the bitters were for ‘big men’ and perhaps were not affordable by the common man.
Noticing this gap, some people started smuggling Alomo Bitters produced by Kasapreko from Ghana before the product got NAFDAC registration in Nigeria. The product received immediate consumer acceptance as the consumers needed something different from lager beer. When the product officially entered Nigeria, distributors jumped at it and this created the visibility and the product boomed, again on the back of affordability.
Predictably, between 2011 and 2012, the product market share hovered around 80 percent of the bitters market. But this share was soon weakened as adulteration of the product and genuine competition entered to tap into what experts described as N32.2 billion annual bitters market.