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Can Berger Paints increase market dominance by reducing prices?

Despite its deliverables of top-notch products, Berger Paints’ stakeholders are seeking reduction of the company’s products prices.



Stakeholders seek Berger Paints' market dominance

…Berger Paints products not for everyone – Distributors

The ongoing construction works in different parts of the country have led to significant increase in the  market demand for paint with manufacturers recording huge returns on investments.

Considering the high demand for paint products across the country, it is not surprising that there are many existing paint manufacturing firms in the country, operating at different capacities and scales. However, as many, as they are, there still remain the “elite” paint manufacturers that dominate the market. 

READ MORE: Reactions trail Minister’s claim that Nigerians now import Pizza from London

Major competitors 

The fact that the industry is not meant for everyone, as not all existing paint manufacturing firms can afford good distribution network and access to financing, explains why only a few manufacturers are currently dominating the industry. 

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The few companies dominating the market space include Berger Paints Nigeria Plc, CAP Plc, Premier Paints Plc, and Portland Paints & Products Nigeria Plc.  

It is pertinent to note that most of the aforementioned market players have a long history of operation in the country, and at the same time, serve all segments of the paint industry. 

CAP Plc seems to be leading the pack of quoted paint companies with a market capitalisation of N17.325 billion. Berger Paints Nigeria Plc follows with N1.985 billion market capitalisation. Portland Paints & Products Nigeria Plc operates with N1.960 billion market capitalisation, while Premiere Paints operates with N1.156 billion market capitalisation. 

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Berger Paints’ market dominance 

Being one of the leading paints manufacturing firms in Nigeria, Berger Paints has successfully created a class of its own in the market space. Nairametrics learnt from research carried out on paint products in the market that Berger Paints products are not for everyone. They are for specific persons who not only have a good eye for quality paint products but are also financially capable enough to purchase them.

Berger Paints market dominance evaluation

A paints store in Ogba area of Lagos State

Almost all the stakeholders asked about Berger Paints products heaped praises on the manufacturer. Some said the manufacturer is more concerned about selling top-notch products than its competitors. Only a few persons asserted that Berger Paints products are unnecessarily costly. 


Experts’ opinions on Berger Paints products 

From the painters’ perspectives 

According to a professional painter who simply identified himself as Divine, people rarely make use of Berger Paints products because of the cost.  

“It is very rare to see people requesting that it is only Berger Paints products they want for their paintings. People prefer to go for cheaper products in the market,” the painter added. 

Another painter, Dele Oloyede, acknowledged that the products are good but not everyone can afford it.  

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He said:“The paints are good and I will always recommend them, but it doesn’t belong to every class of the society. I mean they have been in the market for long, and they are yet to start producing substandard products. If you make use of Berger Paints products, your paintings will last over a decade compared to others which barely last 2-3 years.” 

Speaking to another painter, Babatope Raheem, the case is the same. He said, “I will say out of my 100 clients, barely 10 will insist that it is Berger Paints they want me to use for their paintings. It is mainly because of the cost; it is too expensive, not everybody can afford to use these products.” 

Retailers’ and Distributors’ Opinions 

Like the painters’ views on the market dominance of Berger Paints, paints retailers and distributors said they only sell Berger Paints’ products on demand. A paint retailer identified as Bose Oladeji, said there is no doubt in the fact that Berger Paints is the king of other paints in the market, but she had her reservations about its prices. 

“Berger Paint is good for usage. There is hardly a place you will go to that Berger Paint is used that you won’t be impressed by the quality of paints used on the walls. It is the king out there, but it is not for everyone because all fingers aren’t equal. 

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“Because of the high cost of Berger Paints, retailers don’t have them in their stores, including me, and I won’t advise anyone to do so, because the demand is slim compared to how people demand for other paint products,” Oladeji told our Analyst.

Similar to Oladeji’s statement, another paint retailer, Kalesanwo Olaolu, said that retailers ordinarily don’t store Berger Paints products because of the low demand.  

“Just take a look around my store, I’m sure you will notice that there are no Berger Paints here. It is because the demand is low, people don’t request for it much like others because it is costly. I only sell on request. 

Financial performance 

Between 2013 and 2018, the revenue of Berger Paints Nigeria Plc grew by 25%. Similarly, its Profit Before Tax increased by 33%, while its Profit After Tax improved by 25%. 

READ ALSO: Focus: This old paint company is struggling to remain king


The Prices of Berger Paints Products 

Berger Paints have different products that come with different prices. Inquiries on the company’s prices affirms the stakeholders’ points. 

While the company’s 20Lt Clinstay Emulsion sells for ₦36,297.17, its 20Lt Fire Retardant Texcote sells for ₦28,644.06.  

Berger Paints’ 20Lt Luxol Emulsion sells for ₦27,978.66 while its 20Lt Robbialac Emulsion sells for ₦6,221.74. 

The company’s 20Lt Robbitex Emulsion sells for ₦11,451.43 while its 20Lt Rufhide Emulsion sells for ₦16,399.19.  

Berger Paints’ 20Lt Supatex Emulsion sells for ₦19,660.68 while its 20Lt SuperStar Emulsion sells for ₦17,171.51.  

Its AutoLUX 1LT sells for ₦1,798.45 while its Bergernol 5Lt sells for ₦11,623.56.  

Lignolac Wood Finish 4Lt sells for ₦5,192.16 while its Luxol Gloss 4Lt sells for ₦9,473.49. 

Berger Paints’ Robbialac Gloss 4Lt sells for ₦4,774.79 while its SuperStar Gloss 4Lt sells for ₦6,993.05. 

Going by the product prices of other companies, it is true that Berger Paints products aren’t competitive, probably because the products are made for specific class.  

The Upshot 

Berger Paints Nigeria Plc has successfully created a name in the paints market space. As a result, most of the stakeholders spoken to would really love to recommend the company’s products ahead of other companies, but for the prices 

READ FURTHER: Nestle Nigeria’s revenue climbs 5% as profit hits N26.2 billion

During the research, Nairametrics learnt that if a painter is required for a painting service and the prospective client insists on using Berger Paints, that automatically gives an impression that the prospective client has a lot of money to spend. Thus, the service cost will be increased 

More so, painters whom we interviewed expressed their confidence in the ability of the company to produce quality paint products. 

Berger Paints can leverage on the class it has since created in the market space. The company may have to consider dropping its price or produce product options that can serve the middle class and the general public at large. This will have a great impact on the company’s revenue growth and profits. 

Famuyiwa Damilare is a trained journalist. He holds a Higher National Diploma (HND) in Mass Communication at the prestigious Nigerian Institute of Journalism (NIJ). Damilare is an innovative and transformational leader with broad-based expertise in journalism and media practice at large. He has explored his proven ability in the areas of reporting, curating and generating contents, creatively establishing social media engagements, and mobile editing of videos. It is safe to say he’s a multimedia journalist.

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COVID-19 Update in Nigeria

On the 12th of August 2020, 453 new confirmed cases and no deaths were recorded in Nigeria.



The spread of novel Corona Virus Disease (COVID-19) in Nigeria continues to record significant increase as the latest statistics provided by the Nigeria Centre for Disease Control reveal Nigeria now has 47,743 confirmed cases.

On the 12th of August 2020, 453 new confirmed cases and no deaths were recorded in Nigeria, having carried out a total daily test of 13,233 samples across the country.

To date, 47,743 cases have been confirmed, 33,943 cases have been discharged and 956 deaths have been recorded in 36 states and the Federal Capital Territory. A total of 338,084 tests have been carried out as of August 12th, 2020 compared to 319,851 tests a day earlier.

COVID-19 Case Updates- 12th August 2020,

  • Total Number of Cases – 47,743
  • Total Number Discharged – 33,943
  • Total Deaths – 956
  • Total Tests Carried out – 338,084

According to the NCDC, the 453 new cases were reported from 16 states- Lagos (113), FCT (72), Plateau (59), Enugu (55), Kaduna (38), Ondo (32), Osun (26), Ebonyi (20), Ogun (9), Delta (8), Borno (7), Akwa Ibom (6), Oyo (5), Bauchi (1), Kano (1) and Ekiti (1).

Meanwhile, the latest numbers bring Lagos state total confirmed cases to 16,187, followed by Abuja (4,597), Oyo (2,895), Edo (2,399), Rivers (1,972), Kaduna (1,666), Kano (1,644), Plateau (1,643), Delta (1,621), Ogun (1,506), Ondo (1,326), Enugu (969), Ebonyi (908), Kwara (882), Katsina (746), Borno (697), Osun (678), Abia (663), Gombe (635),  and Bauchi (579).

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Imo State has recorded 485 cases, Benue (430), Nasarawa (371), Bayelsa (346),  Jigawa (322), Akwa Ibom (241), Niger (226), Ekiti (194), Adamawa (185), Anambra (156), Sokoto (154),  Kebbi (90), Taraba (78),  Zamfara (77), Cross River (73), Yobe (67), while Kogi state has recorded 5 cases only.

READ ALSO: COVID-19: Western diplomats warn of disease explosion, poor handling by government

Lock Down and Curfew

In a move to combat the spread of the pandemic disease, President Muhammadu Buhari directed the cessation of all movements in Lagos and the FCT for an initial period of 14 days, which took effect from 11 pm on Monday, 30th March 2020.

The movement restriction, which was extended by another two-weeks period, has been partially put on hold with some businesses commencing operations from May 4. On April 27th, 2020, Nigeria’s President, Muhammadu Buhari declared an overnight curfew from 8 pm to 6 am across the country, as part of new measures to contain the spread of the COVID-19. This comes along with the phased and gradual easing of lockdown measures in FCT, Lagos, and Ogun States, which took effect from Saturday, 2nd May 2020, at 9 am.

On Monday, 29th June 2020 the federal government extended the second phase of the eased lockdown by 4 weeks and approved interstate movement outside curfew hours with effect from July 1, 2020. Also, on Monday 27th July 2020, the federal government extended the second phase of eased lockdown by an additional one week.

On Thursday, 6th August 2020 the federal government through the secretary to the Government of the Federation (SGF) and Chairman of the Presidential Task Force (PTF) on COVID-19 announced the extension of the second phase of eased lockdown by another four (4) weeks.


READ ALSO: Bill Gates says Trump’s WHO funding suspension is dangerous

DateConfirmed caseNew casesTotal deathsNew deathsTotal recoveryActive casesCritical cases
August 12, 202047743453956033943128447
August 11, 202047290423956633609127257
August 10, 202046867290950533346125717
August 9, 202046577437945333186124467
August 8, 202046140453942633044121547
August 7, 202045687443936632637121147
August 6, 202045244354930332430118847
August 5, 2020448904579271732165117987
August 4, 2020444333049101431851116727
August 3, 202044129288896820663225707
August 2, 202043841304888520308226457
August 1, 202043537386883420287225677
July 31, 202043151462879119565227077
July 30, 202042689481878519270225417
July 29, 202042208404873519004223317
July 28, 202041804624868818764221727
July 27, 202041180648860218203221177
July 26, 202040532555858217374223007
July 25, 2020399774388561116948221737
July 24, 2020395395918451216559221357
July 23, 2020389486048332016061220547
July 22, 202038344543813815815217167
July 21, 202037801576805415677213197
July 20, 2020372255628011215333210917
July 19, 2020366635567891115105207697
July 18, 202036107653778614938203917
July 17, 202035454600772314633200497
July 16, 202034854595769914292197937
July 15, 202034259643760613999195007
July 14, 2020336164637541013792190707
July 13, 202033153595744413671187387
July 12, 2020325585717401613447183717
July 11, 2020319876647241513103181607
July 10, 2020313235757092012795178197
July 9, 202030748499689512546175137
July 8, 2020302494606841512373171927
July 7, 2020297895036691512108170127
July 6, 202029286575654911828168047
July 5, 2020287115446451111665164017
July 4, 202028167603634611462160717
July 3, 2020275644546281211069158677
July 2, 2020271106266161310801156937
July 1, 2020264847906031310152157297
June 30, 202025694561590179746153587
June 29, 20202513356657389402151587
June 28, 20202486749056579007149957
June 27, 20202407777955848625148947
June 26, 20202329868455458253144917
June 25, 20202261459454977822142437
June 24, 20202202064954297613138657
June 23, 20202137145253387338135007
June 22, 20202091967552577109132857
June 21, 202020242436518126879128477
June 20, 202019808661506196718125847
June 19, 202019147667487126581120797
June 18, 20201848074547566307116987
June 17, 202017735587469145967112997
June 16, 202017148490455315623110707
June 15, 20201665857342445349108857
June 14, 202016085403420135220104457
June 13, 20201568250140785101101747
June 12, 20201518162739912489198917
June 11, 2020145546813875449496737
June 10, 20201387340938217435191407
June 9, 2020134646633654420688937
June 8, 2020128013153617404084007
June 7, 20201248626035412395981737
June 6, 2020122333893429382680657
June 5, 20201184432833310369678157
June 4, 2020115163503238353576467
June 3, 2020111663483151332975227
June 2, 20201081924131415323972667
June 1, 20201057841629912312271579
May 31, 20201016230728714300768687
May 30, 2020985555327312285667267
May 29, 202093023872612269763447
May 28, 202089151822595259260647
May 27, 202087333892545250159787
May 26, 2020834427624916238557107
May 25, 202080682292337231155247
May 24, 202078393132265226353607
May 23, 202075262652210217451317
May 22, 2020726124522110200750337
May 21, 2020701633921111190748987
May 20, 202066772842008184046377
May 19, 202064012261921173444757
May 18, 202061752161919164443407
May 17, 202059593881826159441837
May 16, 202056211761765147239737
May 15, 202054452881713132039544
May 14, 202051621931683118038154
May 13, 202049711841646107037374
May 12, 20204787146158695936704
May 11, 202046412421521090235894
May 10, 202043992481421777834794
May 9, 202041512391271174532784
May 8, 202039123861181067931154
May 7, 20203526381108460128184
May 6, 20203145195104553425071
May 5, 2020295014899548123704
May 4, 2020280224594641722912
May 3, 2020255817088240020702
May 2, 20202388220861735119522
May 1, 20202170238691035117512
April 30, 2020193220459731715562
April 29, 2020172819652730713692
April 28, 2020153219545425512322
April 27, 20201337644102559942
April 26, 20201273914152399942
April 25, 20201182873632229252
April 24, 202010951143312088552
April 23, 20209811083231977532
April 22, 2020873912931976482
April 21, 20207821172631975602
April 20, 2020665382311884662
April 19, 2020627862221704362
April 18, 2020541482021663562
April 17, 2020493511841593172
April 16, 2020442351311522772
April 15, 2020407341211282672
April 14, 202037330111992632
April 13, 202034320100912422
April 12, 20203235100852282
April 11, 202031813103702382
April 10, 20203051770582402
April 9, 20202881471512302
April 8, 20202742260442262
April 7, 20202541661442042
April 6, 2020238650351982
April 5, 20202321851331942
April 4, 2020214540251850
April 3, 20202092542251800
April 2, 20201841020201620
April 1, 2020174352091630
March 31, 202013982091280
March 30, 2020131202181210
March 29, 2020111221031070
March 28, 20208919103850
March 27, 2020705103660
March 26, 20206514102620
March 25, 2020517102480
March 24, 2020444102410
March 23, 20204010112370
March 22, 2020308002280
March 21, 20202210001210
March 20, 2020124001110
March 19, 20208000170
March 18, 20208500170
March 17, 20203100030
March 16, 20202000020
March 15, 20202000020
March 14, 20202000020
March 13, 20202000020
March 12, 20202000020
March 11, 20202000020
March 10, 20202000020
March 9, 20202100020
March 8, 20201000010
March 7, 20201000010
March 6, 20201000010
March 5, 20201000010
March 4, 20201000010
March 3, 20201000010
March 2, 20201000010
March 1, 20201000010
February 29, 20201000010
February 28, 20201100010

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FG approves N8.49billion to procure COVID-19 testing Kits, others

The fund is to procure 12 items in various quantities to strengthen the testing for COVID-19.



President Muhammadu Buhari's full speech at China-Africa Extraordinary Summit on June 17, 2020

The federal government has approved N8.49 billion to procure 12 items in various quantities to strengthen the testing for COVID-19 by Nigeria Centre for Disease Control (NCDC).

The approval was given during the 11th virtual meeting of the Federal Executive Council presided over by President Muhammadu Buhari on Wednesday.

The approval was based on a memorandum presented to the council by the Minister of Health, Osagie Ehanire.

He was joined at the post-FEC press briefing by the Minister of Information and Culture, Lai Mohammed; and the Minister of Environment, Muhammad Mahmood.

He explained that the approval was made to further equip the NCDC to respond appropriately to the community transmission phase of the pandemic.

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COVID-19: Russia to start mass inoculation of vaccine this month as it insists on its safety

The vaccine is said to be undergoing Phase 3 trials, which is the final stage.



COVID-19: J&J starts vaccine trials on humans after success on monkeys

Russia has announced that it was going to start mass vaccination of the world’s first COVID-19 vaccine this month before the completion of clinical testing. This is just as it waved off concerns by the international community and some scientists about the safety of the vaccine.

These views were made known by the Russian Health Minister, Mikhail Murashko, on Wednesday, August 12, 2020, during a press briefing.

The Health Minister in his statement said, ‘’Western colleagues, who can sense the competitive advantage of the Russian drug, are trying to express some opinions that are completely unjustified in our view. This vaccine is a platform that is already well-known and studied,” he said, adding that other countries have developed antidotes under accelerated testing programs.’’

READ MORE: COVID-19: WHO warns there may never be an immediate solution to the virus

Murashko also said that the authorities plan to start inoculating medical workers and other risk groups within 2 weeks on a voluntary basis while pointing out that the vaccine will be made available to the general public from October.

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Nairametrics had reported yesterday that the Russian President, Vladimir Putin, in a televised meeting, announced that Russia has registered the first COVID-19 vaccine in what they see as a propaganda coup amid the global race for the development of a vaccine against the coronavirus disease.

This announcement has raised a lot of international concerns with the German Health Minister, Jens Spahn, saying on Wednesday, that Russia’s COVID-19 vaccine has not been sufficiently tested, adding that the aim was to have a safe product rather than just being first to start vaccinating people.

He said in a radio chat that it’s not about being first but rather about having an effective, tested and safe vaccine.

Experts have expressed their concerns over Russia’s decision to grant approval before the final trials of the vaccine have been completed.

READ MORE: WHO gives condition for approving Russia’s COVID-19 vaccine as the vaccine gets a name

He said that as much as he will be pleased to have a good vaccine for the virus, he pointed out that the Russians are not disclosing much about this vaccine.


This vaccine which is developed by Gamaleya Institute in collaboration with the Defence Ministry and the Russian Direct Investment Fund (RDIF), is said to be undergoing Phase 3 trials, which is the final stage.

However, a World Health Organization (WHO) database still lists the vaccine as still only in Phase 1 trial, which is the earliest stage.

The RDIF said that it can produce over 500 million doses of the new vaccine in a year in 5 countries, just as it disclosed that a minimum of 20 countries are currently interested in having access to these vaccines.

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The WHO had earlier revealed that it is currently discussing with Russia and pointed out that in granting prequalification of the vaccine, a detailed review of data from clinical trials will be required.

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