During Ramadan, the holy month of fasting observed by Muslims worldwide, Nigeria has witnessed a notable surge in beverage sales, driving significant profits for vendors. As families and communities come together to break their fast at Iftar, the demand for refreshing drinks increases, creating a lucrative market for beverage sellers.
In various cities across the country, vendors have capitalised on this opportunity by offering a wide range of beverages, including fruit juices, chocolate drinks, and traditional drinks like Zobo and Kunu. This demand is especially evident in bustling markets and near mosques where Iftar gatherings are held.
A Ramadan observer, Aliyu Baba said: “I will miss Mama Umi this Ramadan. Mama Umi shares beverages during the Ramadan period. She has relocated to Kano State, as her husband has now retired from service. I don’t know how she does it, but when it is about time to break our fast, Mama Umi distributes cold drinks to everyone around the Mosque without collecting money. It’s as if some people usually give her money so she can prepare them for everyone to have during Iftar.”
A civil servant, Mariam Audu, said: “As fasting begins, we buy beverages like chocolate drinks in addition to normal food. Some of us don’t know how to eat heavy food in the morning to start our fast, so we take a beverage to begin.”
The increase in beverage sales has not only benefited individual vendors but has also positively impacted the supply chain. Distributors and manufacturers have reported higher demand, prompting them to ramp up production and distribution efforts to meet the needs of consumers during Ramadan.
A beverage distributor at Oshodi, Johnson Tunmise, shared her experience, saying, “Ramadan period is usually a busy time for me. People are looking for refreshing drinks to break their fast, and we make sure to stock up on the most popular options. Tell me which kind of beverage you are looking for here that you won’t find. It is a seasonal thing, and we know that, so we stock up to meet demands.”
A mobile drink seller known as Fashola, who sells drinks around areas where demand is high, explained, “The evening breaking fast is usually a peak period for us because people want to take something that will re-energise and give them strength after the long hours of fasting. So we target this period because we know the more we sell, the more money we make for ourselves.”
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