Food seasoning products are a very important aspect of cooking, before the introduction of modern food seasonings in cubes and powder forms, there have been several local seasonings, such as Iru, Ogiri, and Dawadawa just to mention few all of which still feature in most Nigerian cooking pots till today.
In most Nigerian homes and eateries, food seasoning is important because with the right culinary expertise, especially when the right brand of seasoning that makes people salivate is used, the meal becomes something of an experience which the family relishes and keep them requesting for more like the popular Oliver Twist.
The seasoning market in the country parades some great brands, with each manufacturer churning out new variants in a bid to protect its market share and remain relevant in the market space.
Recently, TGI Distri Limited, former owners of Chi Limited producers of Chivita, Hollandia drink, with diversified interests and investments in Nigeria and other Africa countries announced its arrival into the seasoning market with the launch of Terra seasoning cubes.
Sunil Sawhney, TGI Group Executive Director and Managing Director of TGI Distri, said the new seasoning cube was an outcome of painstaking research and insights into the demands and requirements of customers.
According to Sunil, the cubes come in two variants; beef and chicken, in single cubes of 4gram, adding that Terra Cubes have particularly been designed to meet the palate requirements of all Nigerians, especially in terms of aroma and flavor.
The new entrant will have to battle the big elephants in the market leading the park is Maggi from the stables of Nestle Foods, then Knorr and Royco, produced by Unilever. These brands are leaders in their various market segments and none of them can be pushed aside in terms of brand visibility, sales, consumer loyalty, and quality market offerings.
The two major brands in the food seasoning market in Nigeria today are Maggi and Knorr brands. Even with the introduction of new seasonings into the market, these two brands have continuously battled for the No.1 spot in Nigeria’s food seasoning market.
Knorr cubes, after being bought over from Cadbury Nigeria by Unilever, has remained a force to be reckoned with in the seasoning market. Over the years, the company has invested in machines and a new savory hall, in its bid to give consumers premium quality cubes.
On the other hand, Maggi is an international brand owned by Nestlé, and according to the company, it sells over 100 million cubes in the Central West African region daily. The brand has occupied a big space in the hearts of consumers and it has become the generic name for seasoning cubes in the country.
Other players include Doyin Group of Companies, manufacturers of Doyin seasoning cubes, and Prime seasoning cubes, and Daily Need Nigeria Limited, makers of Suppy cubes, which come in two brands of beef and chicken. Also, PZ Wilmar, a joint venture between PZ Cussons and Wilmar International, makers of Mamador and Devon King’s Oil, recently launched its Mamador seasoning cubes which comes in three variants.
According to makers of Terra Cubes, the new variants of seasoning cube will in a short period of time gain a competitive edge over other brands and control a large chunk of the market share.
No doubt, the seasoning market is growing daily with new products making entry into the market. Hence, leading brands must double down or they could lose positions to new entrants such as Terra Seasoning cube brand poised to gain more market share.
OLUFIKAYO OWOEYE
