Napa Valley Adds to Oats Market

The oats market in Nigeria is proving to be a viable segment as Napa Valley white oats, an imported brand on the stables of Napa Valley Inc., recently joined the category.
Open Market Survey, however, observes that the new addition is yet to gain shelf presence in most market even though it is popular among roadside traders who hawk it along major streets.
Napa Valley, just like earlier veterans Quaker Oats and Jago Oats, comes in 500g tins and refill packs. The refills come in an inner cellophane pack covered with outer paper pack, and sells at N200.
Market watchers opine that the new oats may have a hard time in a market where Quaker is a strong market leader despite the presence of other active brands such as Good Morning, Blue Boats, Jago and Haansbro. They also expect more competition in the fast growing category.