Despite the recent economic contraction, which reduced the purchasing powers of consumers, the Nigerian carbonated soft drinks segment, especially the apple-flavoured class, is currently witnessing intense battle among manufacturers for a bigger share of the market.
La Casera Apple, which was the first to introduce PET bottle in Nigeria, used to be the only apple drink for Nigerians before the Nigerian Bottling Company, makers of Coca-Cola, engaged it in a direct competition, when it introduced a new drink, Fanta
Apple, to compete with La Casera Apple, which had already gained the love and confidence of
consumers.
The drawn battle line between Coca-Cola’s Fanta Apple and La Casera Apple was short-lived as Fanta Apple somehow fizzled
out.
However, the recent introduction of another direct competitor into the market seems to have taken La Casera unawares. The new product, Bigi Apple drink, seems to have shown that it has
all it takes to challenge the dominance of La Casera in the apple drink
segment.
To gain market share, the company has adopted a combination of product quality, relentless consumer engagement, and aggressive advertising.
Bigi Apple, from the stables of Rite Foods Limited, started production in 2007 as part of the Ess-Ay Holdings
Group.
Bigi Apple has garnered patronage from consumers, owing to the fact that the product comes in a bigger 600ml (60cl) PET plastic bottle and costs N100, cheaper than Pepsi (50cl) at N100 and Coca Cola (50 cl) at
N120.
Owing to this, La Casera’s Pet bottle was changed from 50cl to 60cl, at the same cost of N100, which many describe as pocket-friendly.
Industry and brand experts have, however, explained that the consumer preference is mostly influenced by taste appeal and brand
loyalty.
According to them, La Casera Apple has been able to sustain its unique taste over the years but lost visibility when it witnessed a labour crisis, which led to the closure of its plant in Lagos a few years
back.
Managing Partner, Just Brand Limited, Mr. Caleb Johnson, said that Bigi Apple appeared to have taken advantage of the crisis of its competitor as it dominates the Lagos market.
He said, “To keep its head above water, La Casera must act fast before Bigi gains more visibility in other parts of the country.
The major drivers of the market are the
prices and sizes of the plastic bottles, which most times translate to increased
content.
“Though, La Casera adjusted to the dynamics of the market by coming up with a bigger size pack at the same price, but findings revealed that a large presence of Bigi Apple has dominated the market, while the former is hardly visible.”
