What is the major factor that you put into consideration when purchasing bottled water to quench your taste? Do you consider your health, brand value, product price or availability of the product in the market? These are the four major factors that drive the growth of the table water market in Nigeria. However, only a few bottled water companies have been able to build their products around them.

While only a few brands have perfected their market presence, the table water market is fragmented, as the market structure doesn’t provide any company with enough influence to move the market in its desired direction. This has enabled the growth of the table water market, which reportedly gulped about N938 billion in 2016.

The market is flourishing because majority of those who patronise it in Nigeria are youths and adults, especially those in the workforce. This is the case because the cost (per bottle) of the various available brands falls between economy and premium prices fixed at N50 and N100 respectively.

However, despite SME manufacturers offering their brands for less, a recent consumer survey and research proved that Nigerians would rather purchase a premium brand. This consumer behaviour is not obtainable in other drink segments such as the carbonated market which experienced a disruption after the introduction of competitive prices by Bigi and Big Cola. According to a result of a poll conducted by... https://nairametrics.com/2019/08/06/despite-high-cost-of-living-premium-table-water-brands-hold-market-ace/