Produced by UAC Foods, Gala Sausage is an on-the-go snack, taken by many as a lunch-meal when with a chilled drink. However, the market experienced new entrants some years back, as it is evidenced that the product category has the demand and volume that drives millions of Naira in revenue daily.
The product category gets value from millions of Nigerians who budget N100 for a mid-day snack-meal: N50 for sausage roll and N50 for bottle water. This market is about wallet share and thrives on low price and big sizes.
For some of the target consumers, what matters is for the sausage roll to fill their stomachs while they are on their way home from work or to serve as in-between-work meal. Thus, price matters and not the brand.
Biggy, produced by Rite Foods, is actually big in size, its proposition would be the satisfaction of the hungry man. Super Bite, produced by Chi is very tasty and spicy.
Meaty fills the gap for those consumers who are missing the original size of the beef inside of Gala. Biggy, Super Bite and Meaty sell for N50 each. Gala sausage rolls come in two packages, Gala Mini and Gala Mega; and they sell for N50 and N100 respectively. Thus the target of Gala Mega would be the consumers who are willing to spend N200 on a snack meal: N100 for the sausage roll and N100 for a bottle of soft drink.
Gala chose to reinforce its brand essence, rather than engaging competitors in a price war. This seems to have kept Gala shielded from competition.
Written By: Olufemi Babalogbon