Nestle’s global acquisition of Pfizer’s baby foods category could be quite interesting for the Nigerian market. Over the years, Nestle has been quite good at localizing their global brands and Nigeria hasn’t been any different. Pfizer’s baby foods brands, especially its flagship SMA, are extremely popular in this market and may be a key category for Pfizer in Nigeria considering its bad reputation in the country. It remains to be seen the affect of the loss of this brand to Pfizer Nigeria’s bottomline. Our bet is that it’s not a very great for Pfizer’s management team.
For Nestle Nigeria however, this is no doubt a great acquisition to its brand lineup as it consolidates its holdings in the infant nutrition in Nigeria, a market in which it is already the market leader with bands such as Nan, Gerber, Nestogen, & giant brand, Cerelac.