Beer - Togo

The Beer market in Togo has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Togolese consumers have shown an increasing preference for beer as their beverage of choice. This can be attributed to several factors, including the cultural significance of beer in Togo. Beer is not only seen as a refreshing drink, but it is also often consumed during social gatherings and celebrations. Additionally, the availability of a wide variety of beer brands and flavors has also contributed to the growing popularity of beer among consumers in Togo.

Trends in the market: One of the key trends in the Beer market in Togo is the rising demand for craft beer. Craft beer has gained popularity among consumers who are looking for unique and flavorful options. This trend mirrors the global craft beer movement, where consumers are increasingly seeking out locally brewed, artisanal beers. In Togo, craft breweries have emerged to cater to this demand, offering a range of innovative and high-quality beers. Another trend in the market is the growing popularity of low-alcohol and non-alcoholic beer. Health-conscious consumers are opting for these alternatives as they provide a lighter and more refreshing option compared to traditional beers. This trend is in line with the global shift towards healthier lifestyles and the increasing awareness of the negative effects of excessive alcohol consumption.

Local special circumstances: Togo's beer market is also influenced by local special circumstances. One such circumstance is the country's vibrant nightlife and entertainment scene. Togo has a thriving social scene, with bars, clubs, and restaurants attracting both locals and tourists. As a result, there is a steady demand for beer in these establishments, contributing to the overall growth of the market. Furthermore, Togo's beer market is also influenced by its proximity to neighboring countries. Togo shares borders with Ghana and Benin, both of which have well-established beer markets. This proximity has led to cross-border trade and the introduction of popular beer brands from these countries into the Togolese market.

Underlying macroeconomic factors: The Beer market in Togo is also influenced by underlying macroeconomic factors. The country has experienced steady economic growth in recent years, leading to an increase in disposable income levels. This has allowed consumers to spend more on discretionary items such as beer. Additionally, the growing urbanization and expanding middle class in Togo have also contributed to the growth of the beer market, as these demographics have higher purchasing power and are more likely to consume beer. In conclusion, the Beer market in Togo is growing due to changing customer preferences, including a preference for craft beer and low-alcohol options. Local special circumstances, such as the vibrant nightlife scene and cross-border trade, also contribute to the market's growth. Furthermore, underlying macroeconomic factors, such as economic growth and urbanization, play a significant role in driving the demand for beer in Togo.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.