Cooking seasonings’ tussle for market share
By Felicia Nwosu
The Nigeria seasoning segment of the market has continued to witness market share tussle as the competition for a bigger market share has remained a challenge for most players to maintain leadership with new entrants making inroads into the market. This has led to various marketing strategies being employed to outwit the competition through campaigns, pricing, flavouring, packaging and taste quality.
For centuries, cooking spices and seasonings are used to complement the creative art of culinary for consumers to experience a relishing moment while savouring their meals.
Despite the stiff competition, more players continue to spring up, making remarkable statement in the seasoning segment of the Nigerian market. In this special report, MARKETING EDGE takes a look at how various brands of cooking seasonings are jostling for consumers’ attention and market share in terms of quality, pricing, campaigns and flavor. The report is based on marketing intelligence and research.
Knorr
This is a leading premium brand with attractive wrappers from the stable of Unilever. Originally a product of Cadbury Nigeria, but was later bought over in 2005 by Unilever. Since 2005, there has been a strong struggle between pioneer seasoning brand, Maggi Star and Knorr. For this reason, the company has not rested on its oars but has ensured that the brand’s leadership positioning and equity remain a force to be reckoned with through its offering to the consumers.
Initially, Knorr used to be the second in command after Maggi Star from Nestle foods but today, it has become the market leader despite it being the most expensive seasoning brand in that segment.
Maggi Star
Maggi Star is as old as cooking seasoning itself, which explains why it once acquired a generic status in the Nigerian market. This iconic brand has remained an outstanding leader in the seasoning category for more than a century; no wonder, most of its consumers are of the older generation. With a strong heritage and promise, the loyalty of Maggi consumers can be said to be embedded in its quality offering, long history, strong equity and market positioning. Despite the presence of new entrants contesting in the red ocean, like the star that appears anew every night, Maggi never goes dim. In most regional markets in Nigeria, Maggi remains a generic brand when it comes to seasoning as every other brand has come to be known as ‘Maggi’.
Established in 1872 by a Swiss entrepreneur called Julius Maggi, Maggi seasoning came with the solution of a protein based vegetable dish, which was quick, easy and inexpensive to prepare. The family-centric seasoning brand then registered its market penetration across the continent, in 1950, with a logo identification of Maggi Star, characterised by red and yellow colour elements, which has remained its identity since then.
Royco
This is another premium product on the stable of a leading company, Unilever, the same maker of Knorr. The brand is wrapped and packaged with red and white logo identification that makes it distinct. With the introduction of Royco into the market, the battle for leadership in the seasoning market became stiffer, but despite the fact that it shares the same parent company with Knorr, Royco’s market positioning is a bit shaky compared to its sister brand, Knorr.
Onga
A unique product that understands that mothers need helping hand in creating a memorable family experience when preparing sumptuous delicacies. Produced by Promasidor, Onga seasoning is a flavour-filled blend of herbs and spices that is not restricted to any particular meal. Its flavours include classic, stew, chicken, shrimp, pondu, ala tomato and the special 3 mix of ginger, onion and garlic.
The Onga Chicken Seasonings have taken the centre stage for most food vendors, restaurants and hotels, as the brand is gradually disrupting the market share of leading brands in the seasoning powder segment.
Gino Max
A new seasoning brand from GBFoods, a leading multinational company and producers of the Gino range of foods in Ghana was launched in 2019. Gino Max is a unique 12g bouillon and the latest addition to its Gino range of food products. Through this product, GBFoods Africa was able to deliver its brand promise which is maximum satisfaction to win consumers’ loyalty.
Mamador
One of the newly birthed seasonings in the market from the home of PZ Wilmar, launched two years ago as ‘Devon King’s seasoning cubes’ to breach the nutrients gap in food consumption with lesser spending by the family. This latest product has been imbued with the 30 percent recommended daily allowance for healthy living in food intake. It also comprises 15percent zinc and another 15 percent iron to cater for the health needs of the families. With improved taste, and edible variants, the new product requires no condiments to give consumers value for their money.
Mr. Chef
Mr. Chef brand seasoning is produced by Sweet Nutrition Limited and was launched into the market in 2018. In its bid to continue to create delightful memories for consumers and the need to give Nigerians a complete meal, the company has churned out various flavours which include (beef and chicken), and seasoning powders (Jollof Rice, Fried Rice, Pepper soup, Goat Meat, Curry, Stew, Ginger-Onion-Garlic & Crayfish).
Terra
A product from TGI Distri Limited, a member of the TGI Group, used Terra to storm the seasoning market three years ago. Terra Cubes have particularly been designed to meet the palate requirements of all Nigerians especially in terms of aroma and flavour. They are also designed to preserve the aroma of meals during and after cooking”, a reason why it kicked off with the brand’s pay-off line, “Locks the aroma in; Gets the taste out”, and it is available in various sizes.
Other brands include Doyin, Suppy, Prime, another product from Doyin. Not forgetting seasonings such as Jumbo and Vedan as they seemed to have gone for reinforcement, because they left the market long ago and have not yet resurfaced.
However, responses from consumers, distributors and retailers made up of different demographics indicated that both variants of Knorr were the most preferred in terms of quality, preservation, easy to open, distinct taste and less salty, followed by Maggi Star.
Mrs. Nkechi Steven, a cooking seasoning distributor at Muritala Market at Alaba, told MARKETING EDGE that Knorr is the only seasoning that still retains and sells in its brand name, unlike others.
“Knorr is very special and many customers like it. Its only Knorr that you can hear customer say I want to buy Knorr, but if it is another brand, they will say, I want to buy Maggi, but when you give them Maggi, they will reject it and say it is not this one,” she said.
Another seasoning seller at Orile Market, Mrs. Georgina Paul, said in Pidgin English that she sells more of Knorr and Tasty Chicken flavour
“Dem dey buy Knorr and Maggi well well for my hand, but na older women between the ages of 50-80 dey buy Maggi Star more. Those young girls say salt plenty for Maggi and e dey quick melt for the paper before you even open am. Dem say e no dey last like Knorr,” she explained.
Mrs. Adeolu- Shittu, a teacher and housewife, prefers Knorr. “My most preferred choice is Knorr beef. It is tasty and not salty. It is easy to unwrap and use. It’s Knorr beef or nothing for me.”
For another consumer, Mrs. Udofia, it is Knorr all the way. “I prefer Knorr Meat or ordinary as the women in the market call it. I love the unique taste,” she enthused.
Mrs. Edidiong, a restaurant owner, said she alternates both Maggi and Knorr. “I use Maggi sometimes, but if I can’t quickly get it, I switch to Knorr. They are my best, but I love Maggi because it was passed down to me by my mother.”
Another restaurant owner, Miss Grace Udoh, said she prefers Onga. “Me I prefer Onga, because it gives me the flexibility to cook any dish I want to, and I love it most especially because of the attractive look it gives the meal. It is also very cheap.”
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