It may seem shocking to some to see Horlicks now in an 18g sachet. However, those up-to-date with beverage category market research in Nigeria would know that the growth within the category has been driven solely by the smaller SKUs over the past 12 months.
Nigerians are apparently unwilling to tie down there finances with the 800g and 1200g. Also apparent is the fact that the average Nigerian cannot readily afford the larger packs and hence opt for the cheaper option. It also affords the man on the street the option to "live large" if only for a while.
It therefore will not be a surprise if Horlicks turns "mega" profits in the next fiscal year. Its a winning marketing strategy...at least in theory.
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