Nigeria’s sweet wine market, valued between $400 million and $420 million annually, is experiencing steady and robust growth, driven by changing consumer preferences—particularly among the youthful Gen Z and millennial population.
This was revealed by Onyekachi Izukanne, CEO of TradeDepot, in a statement titled “Nigeria’s New Wine Drinkers: A Culture Shift in the Making,” issued on Monday in Abuja.
“Every year, Nigerians consume about 50 million bottles of wine, and that number continues to grow,” Izukanne said. “What’s fascinating is that 70% of this consumption is from people under 45, and they overwhelmingly prefer sweet wines.”
The younger demographic’s shift toward sweeter, fruitier wine profiles is prompting both local and international wine brands to rethink product offerings and marketing strategies in Nigeria’s expanding wine industry.
To address this demand, TradeDepot has partnered with Bosio Family Estates, a renowned Italian winery, to launch a high-quality sweet wine tailored to West African tastes, specifically appealing to Nigerian consumers who prefer palatable wines that pair well with spicy food or can be enjoyed on their own.
Izukanne added that global sweet wine consumption saw a 40% increase during the COVID-19 pandemic, reinforcing broader shifts in global drinking habits.
“We saw an underserved opportunity. Over 10 months, our teams tested flavours, adjusted blends, and collected feedback from consumers in Nigeria, Ghana, and other West African markets,” he said.
