A recent study carried out in Lagos, Port Harcourt, and Abuja from April 14 to April 18 found that sachet water, commonly referred to as pure water, is the most rapidly selling item in Nigeria’s micro business industry. In a unanimous response to a query about the most popular item purchased by customers at stores, all the shop owners agreed that sachet water is the top-selling product and most lucrative. Mama Chisom, a vendor at a convenience store in Orile, Lagos, revealed to the media that pure water generates the highest turnover compared to all her other goods.
Chisom explained that she has a hard time keeping up with the demand for pure water. She mentioned that she sells a large bag of pure water every 10 to 15 minutes. Emphasizing the quick pace at which customers request pure water and the profitability of each bag, she declared that the pure water business is the most lucrative among all her products. In an interview, she mentioned purchasing a large bag of pure water for ₦300 and selling two for ₦50. With this pricing strategy, she is able to generate a profit of ₦200 every 10 to 15 minutes, according to her.
Profit margin of pure water is higher in Port Harcourt.
Another shop owner near Oyingbo Market, Elizabeth Akanji, confidently stated that she can sell a bag in less than five minutes and make at least ₦200 in profit. Interestingly, the profit margin is even higher in Port Harcourt according to a recent survey. Producers sell bags to distributors for ₦400 each, while the Retail price of a sachet of water is ₦50. This equates to a profit margin of ₦600 for every bag of water sold.
Esther Ogamba, the owner of a small shop in Sand Filled, Port Harcourt, concurred that pure water is the most popular item she sells. She noted that sales always remain steady, particularly in the dry season, which spur the demand for pure water. Usman, who operates a kiosk near Utako Market in Abuja, claims that the rate at which a bag of pure water is sold is unmatched by any other item in stores, with a profit margin of ₦600. Usman noted that he purchases a bag of water from the suppliers for ₦400 and then retails each sachet for ₦50.
70% of adults consume at least one sachet of water daily.
Sarah, a street hawker around Arap Junction, confidently stated that she sells only sachet water and earns over ₦7,000 every day. According to a study by the University of Jos Department of Community Medicine, approximately 70 percent of Nigerian adults consume at least one sachet of water daily, especially during the dry season. According to the survey findings, a large majority of respondents (93.1%) reported using sachet water as their main source of drinking water, although some also utilized other sources.
In a survey, participants reported various sources of water, with municipal tap water being the most common at 45.0%, followed by bottled water at 34.2%, rainwater at 19.7%, Boreholes at 19.4%, wells at 14.4%, and streams at 0.6%. When asked about their sachet water consumption over the past five years, 62.4% noted an increase while 37.6% reported no change. Individuals who agreed cited the lack of other options for clean drinking water, a larger number of people in the household, and the convenience of sachet water as reasons. On average, people consumed 3 sachets of water each day.
Related Link: Clean water and sanitation access in Nigeria
Majority of consumers favored sachet water due to its affordability, safety, convenience, and approval by the National Food and Drug Administration and Control (NAFDAC). These reasons contribute to its popularity among those who lack access to other safe water sources. The belief in the safety of sachet water has increased significantly, as indicated by a 68 percent rise in perception. Dr. Aloysius Akpan, an economist, emphasized the essential nature of water for sustaining life. In Nigeria, the absence of clean drinking water has led to the rise of sachet water as a viable alternative that meets health standards. According to him, Nigerians consume over 300 million sachets of water every day.