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Bitters market battle rages

How Ghana’s Alomo Bitters opened eyes of Nigerians in the sub-sector, but…

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Investigations by Business Hilights Intelligence Unit (BHIU) have showed that Alomo Bitters got to the Nigeria market in 2014 and struggled to change the drinking habits of Nigerians from conventional bottled beers to smaller containers of plastic alcohol drinks that are pocket friendly in 2015.
Alomo Bitters is a herbal alcoholic drink produced by Kasapreko Ltd., a Ghanaian-owned company based in Ghana.
The drink, which is mostly taken by men to enhance their sexual performance and virility, is also acclaimed to have plants and herbs that are good for blood circulation, with anti-malaria and anti-fever properties.
However, by 2016, Nigerians have started venturing into the market segment with massive introduction of bitters that have been struggling for market share with Alamo Bitters between 2017 and now.
It is important to note that Alomo Bitters no longer controls the Nigerian Bitter market due to the healthy challenge meted to it by Nigerian players in the sub sector in the last few years.
Besides, most Nigerian Bitters that are currently displacing Alomo Bitters took their strength from smart and inviting packaging, lower price with stronger content and a times, relying regulatory complacencies to even introduce yet to be certified products by NAFDAC after all.
Today, the Nigerian Bitters market is over saturated with products that are very hard to identify their producers or if they met regulatory conditions.
Latest data released weekend by the Nigerian Sales Representative, Kasapreko Ltd., Mr John Adesoye showed that Alomo Bitters, sold 13.9 million bottles in the Nigerian market in 2018 from shipped 580,000 cartons of the product.
The product which sells for between N150, N250 and N850 comes in 100ml, 200ml and 750ml bottles, and are called Kasapreko Alomo, Kalahari K20 and Alomo Sachet.
The company had been fighting issues bordering on adulteration of the product, and the challenge had put the company on constant rebranding expenditure from year to year to beat fakery in Nigeria amidst surging alternative indigenous products.

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