Mapping the Share of Handling for Malt Beverages in Lagos

Nigeria’s $20 billion beverage industry is one of Africa’s largest, with malt drinks thriving in the non-alcoholic sector due to their nutritional appeal and high consumer demand. As competition intensifies, understanding product availability, pricing, and distribution is key to market success.

This study assessed the share of handling for malt beverages in Alimosho (Lagos West), Kosofe (Lagos East), and Surulere (Lagos Central), focusing on informal market merchants—small shops, kiosks, and open markets to gain insights into product distribution, shelf visibility, and pricing trends. Using Kimoyo’s Survey Bot, over 90 neighbourhoods and 30 outlets per area were mapped, collecting real-time geolocation and pricing data from 1,500 outlets.

The findings, visualized on the Kimoyo Charts, provided actionable insights into market positioning, competition, and distribution gaps, guiding strategic decisions in Nigeria’s fast-growing beverage sector.

Project Execution

The study was conducted in three key regions of Lagos: Alimosho (Lagos West), Kosofe (Lagos East), and Surulere (Lagos Central). Specific neighbourhoods and markets included Iyana-Ipaja, Egbeda, Mile 12, Ketu, and Ijesha. At least 30 outlets, including small shops, kiosks, and open markets, were surveyed per neighbourhood. These locations were chosen based on their potential for high consumer traffic and informal market dynamics.

Kimoyo’s mapping team visited all 19 regions designated for the study, meeting with over 2,000 store owners to map 1,502 stores for this project. They also utilised the Survey Bot on the WhatsApp API for data collection. This proprietary tool enabled mappers to share geographic points for store locations, along with multimedia data (such as photos of product packaging, barcodes, and storefronts), and various data points about product brands, packaging types, and pricing. The real-time nature of the WhatsApp platform ensured efficient coordination and validation, allowing the study to be completed in a record time of 2 weeks, as the performance of this tool permitted them to spend an average of 10 - 12 minutes at each store location.

The data was uploaded to Kimoyo’s database, where it was integrated and analyzed. The findings were presented on an interactive dashboard, which showcased a heat map of brand presence, pricing trends, and store type distribution. This provided stakeholders with a clear visual representation of market dynamics.

My Role & Contributions

The project team included myself (Namnso Ukpanah), Mariam Braimah, Akeeb Ismail and our entire mapping team. I wore various hats during this project including surveying and scouting the study locations, overseeing the project to ensure accurate findings and reduced errors during data collection with our survey bot. I worked closely with the mapping and data teams to create an interactive dashboard and translate insights into actionable strategies.

Key Findings & Outcome

The results of this study were displayed on 2 interactive dashboards - a Data Dashboard and a Map Dashboard. The study revealed significant insights into market distribution and competitive positioning. In Alimosho, intense brand competition was observed in markets like Katangua, where bulk purchasing behaviour influenced pricing. Kosofe markets, such as Mile 12 and Ketu, displayed high product penetration but noted weaker shelf visibility for the brand compared to competitors. Surulere neighbourhoods like Ijesha and Idi-Araba showed solid retail presence but highlighted growth opportunities in smaller kiosks and shops.

Packaging preferences leaned heavily toward cans and PET bottles, particularly in bulk-buying areas like Mile 12. Competitor brands maintained an edge in select regions through aggressive pricing and promotional discounts. Open markets and kiosks were identified as key drivers of sales volume, while supermarkets contributed notably in areas like Surulere.

Impact

The study’s insights profoundly impacted the company’s market strategy. The heat map revealed specific distribution gaps, prompting resource reallocation to ensure stock availability in underperforming areas. Tailored marketing campaigns and point-of-sale promotions targeted high-traffic zones such as Katangua Market and Mile 12, driving a 15% increase in retail uptake within three months. Competitive pricing adjustments in Kosofe and Alimosho helped regain market share, while region-specific discounts and promotional activities closed visibility gaps.

The study also demonstrated the efficiency of the Survey Bot, reducing data collection costs by 85% compared to traditional methods and completing the project within three weeks. This rapid turnaround enabled the company to act swiftly, ensuring timely implementation of strategies that improved shelf share by 20% in key regions.

The Role of the Dashboard

The interactive dashboard at Kimoyo Charts played a pivotal role in amplifying the study’s impact. Its heat map visualizations highlighted brand presence and distribution gaps, while real-time updates enabled stakeholders to monitor progress dynamically. Pricing trends and competitive analysis offered actionable insights to refine the company’s positioning across Lagos markets.

Conclusion

At Kimoyo, we know we are competing against bigger companies that are well-funded and massively staffed. Still, our edge has always been our use of technology to automate tasks that require great human efforts such as this. This project highlights the transformative potential of leveraging technology in FMCG market research, such as the WhatsApp API and interactive dashboards. Kimoyo’s Survey Bot streamlined data collection, while the dashboard provided an intuitive platform for visualizing and acting on insights.

The findings empowered the company to optimize distribution, enhance retailer relationships, and increase market penetration. By embracing innovative methodologies, the company strengthened its competitive edge and set a new standard for efficient and effective market research in Lagos’ bustling malt beverage sector.