MEA Alcoholic Beverages Market Size
| Study Period | 2019-2029 |
| Market Size (2024) | USD 135.16 Billion |
| Market Size (2029) | USD 227.38 Billion |
| CAGR (2024 - 2029) | 10.97 % |
| Fastest Growing Market | Africa |
| Largest Market | Africa |
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*Disclaimer: Major Players sorted in no particular order |
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MEA Alcoholic Beverages Market Analysis
The Middle East & Africa Alcoholic Beverage Market size is estimated at USD 135.16 billion in 2024, and is expected to reach USD 227.38 billion by 2029, growing at a CAGR of 10.97% during the forecast period (2024-2029).
- The sales of alcoholic beverages are increasing due to the rising socializing trend worldwide. Additionally, it is projected that the popularity of pubs, taverns, and restaurants during the forecast period will further boost market expansion. The growth of the Middle East and African alcoholic beverage market is likely to be driven by the increased consumption of alcohol across the young adult demographics in the near future.
- Additionally, the increasing demand for premium alcoholic beverages and curiosity among consumers, specifically among millennials, is pushing them to try alcoholic products. This is expected to positively impact the growth of the alcoholic beverage industry in the region. However, strict restrictions, increased taxes, and tariffs imposed by the Middle East and African governments are expected to slow the growth in the region.
- The growing preference for non-alcoholic beverages is also impeding industry expansion. To boost sales, major players are currently concentrating on releasing cordials and alcoholic drinks with lower alcohol content. They are also analyzing Internet retailing from the e-commerce platform to capitalize on the rising demand for value-added complex seltzer products at competitive prices. Such innovations are projected to increase product commercial possibility, which can subsequently spur market expansion.
MEA Alcoholic Beverages Market Trends
Growing Preference for Low Alcohol by Volume (ABV)
- The Middle East and African market is witnessing an upsurge in the demand for low-alcohol-by-volume beverages, specifically among the millennial and the baby boomer generations. This can be attributed to the growing health consciousness among individuals and the availability of a broader product portfolio with improved taste, aiding consumers to select products as per their preference easily.
- Low-ABV drinks often contain fewer calories and less sugar than their higher-alcohol counterparts. This appeals to consumers from the Middle East and Africa region, who are conscious of their calorie intake and sugar consumption. Additionally, many consumers are now prioritizing responsible drinking, and low-ABV beverages enable them to enjoy alcoholic drinks in moderation, reducing the risk of excessive consumption and its associated health and social consequences.
- Besides this, manufacturers are capitalizing on the growing interest of consumers in low-alcoholic content wine, beer, and craft beers, thus introducing products that are in line with consumers’ interests. For instance, in August 2021, Leopard’s Leap Wines launched a low-alcohol wine named Chescato, a blend of Chenin Blanc and Moscato in the South African market. The alcohol content in the Chescato wine is 8.5% Vol, as per the company claims, while the typical alcohol content in wine is around 12.5–13.5%.
South Africa is the Largest Share Holder in the Regional Alcoholic Beverage Market
- South Africa is the largest shareholder in terms of the consumption of alcoholic beverages in the region. This is primarily due to the Western influence on eating and drinking habits and increasing socializing trends. According to the World Population Review Report in 2022, South African consumers of alcohol are some of the heaviest drinkers globally and consume 9.45 liters of alcohol per person in a year.
- The etiological and reasons-for-drinking literature has focused on two causes of alcohol consumption: people drink to relieve stress, and people drink as a result of social pressures. The main factors driving growth in the alcoholic beverage market over the medium term have been the increased availability of brands and products in the market, along with the ongoing strength of well-positioned brands.
- During the forecast period, the demand for premium drinks is anticipated to increase the market potential. In addition, many local players have started adding fruit hops to craft beer to take away its bitter flavor and give it a pleasant, juicy mouthfeel. Also, the demand for beer has increased due to a rise in the number of social drinkers. Low-alcohol beer has also become more popular, particularly among young customers aiming to lead healthy lifestyles and limit their alcohol consumption. Also, the expansion of e-commerce, the penetration of the internet, and the rise of social media have made it possible for manufacturers to develop more effective retailing channels and market presence. Therefore, all these factors are driving the alcoholic beverage market in this region.
MEA Alcoholic Beverages Industry Overview
The Middle East and African alcoholic beverage market is moderately fragmented due to several private players involved in processing local spirits and wines. The major players are undertaking geographical expansion and mergers and acquisitions to boost their revenues. In contrast, the private players focus on continuing to produce traditional beverages and the ones of Western origin. A few major players in this industry are Diageo PLC, Heineken Holdings NV, Delta Corporation Limited, Pernod Ricard SA, and Anheuser-Busch InBev.
MEA Alcoholic Beverages Market Leaders
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Diageo PLC
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Heineken Holdings NV
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Pernod Ricard SA
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Anheuser-Busch InBev
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Delta Corporation Limited
*Disclaimer: Major Players sorted in no particular order
MEA Alcoholic Beverages Market News
- October 2023: Diageo established a spirits business in West and Central Africa, intending to introduce Orijin, Captain Morgan Gold, Gordon’s Moringa, and Smirnoff brands to this new region.
- March 2022: Diageo announced the debut of its inaugural locally crafted artisanal whisky, "Godawan Single Malt." This product became available in Dubai in April 2022.
- January 2022: Le Clos unveiled a limited edition 50-year-old celebration edition blended whisky. This exclusive edition is a rare, meticulously crafted blend sourced from some of Scotland's most renowned distilleries. The collection is limited to 120 bottles and is exclusively offered at Le Clos outlets in Dubai International Airport (DXB) and through its online platform at leclos.net.
Middle East & Africa Alcoholic Beverage Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Deliverables and Study Assumptions
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
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4.1 Market Drivers
- 4.1.1 Growing Preference for Low Alcohol by Volume (ABV)
- 4.1.2 Tourism and Expat Communities Driving Consumption
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4.2 Market Restraints
- 4.2.1 Government Regulatory Frameworks Limits Alcohol Consumption
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4.3 Porter's Five Forces Analysis
- 4.3.1 Threat of New Entrants
- 4.3.2 Bargaining Power of Buyers/Consumers
- 4.3.3 Bargaining Power of Suppliers
- 4.3.4 Threat of Substitute Products
- 4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
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5.1 Product Type
- 5.1.1 Beer
- 5.1.2 Wine
- 5.1.3 Spirits
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5.2 Distribution Channel
- 5.2.1 On-trade
- 5.2.2 Off-trade
- 5.2.2.1 Supemarkets/Hypermarkets
- 5.2.2.2 Specialty stores
- 5.2.2.3 Online Retail Stores
- 5.2.2.4 Other Off-Trade Channels
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5.3 Geography
- 5.3.1 South Africa
- 5.3.2 United Arab Emirates
- 5.3.3 Bahrain
- 5.3.4 Oman
- 5.3.5 Qatar
- 5.3.6 Rest of Middle East and Africa
6. COMPETITIVE LANDSCAPE
- 6.1 Most Adopted Strategies
- 6.2 Market Share Analysis
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6.3 Company Profiles
- 6.3.1 Diageo PLC
- 6.3.2 Heineken Holdings NV
- 6.3.3 Edward Snell & Co.
- 6.3.4 Pernod Ricard SA
- 6.3.5 Anheuser-Busch InBev
- 6.3.6 Suntory Beverage & Food Limited
- 6.3.7 Brown-Forman Corporation
- 6.3.8 Refriango LDA
- 6.3.9 Delta Corporation Limited
- 6.3.10 Molson Coors Beverage Company
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
MEA Alcoholic Beverages Industry Segmentation
An alcoholic beverage is a drink that contains ethanol, a type of alcohol produced by the fermentation of grains, fruits, or other sources of sugar.
The Middle East and African alcoholic beverage market is segmented by product type into beer, wine, and spirits. Based on the distribution channel, the market has been segmented into on-trade and off-trade channels. The off-trade segment is further sub-segmented into supermarkets/hypermarkets, specialty stores, online retail stores, and other off-trade channels. The market is also segmented by geography into South Africa, the United Arab Emirates, Bahrain, Oman, Qatar, and the Rest of the Middle East and Africa.The market sizing has been done in value terms in USD for all the abovementioned segments.
| Product Type | Beer | |
| Wine | ||
| Spirits | ||
| Distribution Channel | On-trade | |
| Off-trade | Supemarkets/Hypermarkets | |
| Specialty stores | ||
| Online Retail Stores | ||
| Other Off-Trade Channels | ||
| Geography | South Africa | |
| United Arab Emirates | ||
| Bahrain | ||
| Oman | ||
| Qatar | ||
| Rest of Middle East and Africa |
Middle East & Africa Alcoholic Beverage Market Research Faqs
How big is the Middle East & Africa Alcoholic Beverage Market?
The Middle East & Africa Alcoholic Beverage Market size is expected to reach USD 135.16 billion in 2024 and grow at a CAGR of 10.97% to reach USD 227.38 billion by 2029.
What is the current Middle East & Africa Alcoholic Beverage Market size?
In 2024, the Middle East & Africa Alcoholic Beverage Market size is expected to reach USD 135.16 billion.
Who are the key players in Middle East & Africa Alcoholic Beverage Market?
Diageo PLC, Heineken Holdings NV, Pernod Ricard SA, Anheuser-Busch InBev and Delta Corporation Limited are the major companies operating in the Middle East & Africa Alcoholic Beverage Market.
Which is the fastest growing region in Middle East & Africa Alcoholic Beverage Market?
Africa is estimated to grow at the highest CAGR over the forecast period (2024-2029).
Which region has the biggest share in Middle East & Africa Alcoholic Beverage Market?
In 2024, the Africa accounts for the largest market share in Middle East & Africa Alcoholic Beverage Market.
What years does this Middle East & Africa Alcoholic Beverage Market cover, and what was the market size in 2023?
In 2023, the Middle East & Africa Alcoholic Beverage Market size was estimated at USD 120.33 billion. The report covers the Middle East & Africa Alcoholic Beverage Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Middle East & Africa Alcoholic Beverage Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Middle East & Africa Alcoholic Beverage Industry Report
Statistics for the 2024 MEA Alcoholic Beverages market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. MEA Alcoholic Beverages analysis includes a market forecast outlook to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
