Chi fruit juice brands top segment with 33% market share in 2016
Fruit juice product from the stable of Chi limited have been adjudged the leading brands in the juice market with 33% market share in 2016. The Chi fruit juice brands are Chivita 100%, Chivita Active, Chi Exotic, Happy Hour by Chivita, and Capri-Sonne.
In a recent report released by ‘EuroMonitor International’, Chi limited remained the dominant brands in the sector with an off-trade volume share of 33% and an off-trade value share of 35% in 2016.
According to the report, Chi limited captured a larger market share because of its strong distribution network and merchandising activities.
In addition, the report stressed that advertising was also a major factor that helped boost the company’s sales. Also,the series of campaigns launched by the company helped to create top of the mind awareness of its brands.
Other companies competing with Chi Limited in the fruit market include Dansa Food Limited, C-Way Food and Beverages Nigeria Co. Limited, Dangote Group of Companies, Danico Foods Limited, Frutta Juice & Service Nigeria Limited, Fumman Agricultral Industries Limited and Jamil Nigeria.
The competition in this segment is taking several dimensions as brands in the market place try to outsmart one another to gain prominent and increase their market share but Chi is still leading the market at the moment.
CHI Limited is a part of the Tropical General Investment (TGI) conglomerate, with diverse business interests in food, healthcare, agriculture, engineering and other industries. Incorporated in 1980, CHI Limited primarily caters to the needs of health conscious Nigerian customers, for high quality and healthy fruit drinks, fruit juices, dairy products and snacks.
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