Alcoholic Drinks - Eastern Africa

The Alcoholic Drinks market in Eastern Africa has been experiencing significant growth in recent years. As the region continues to develop economically and socially, the demand for alcoholic beverages has been steadily increasing. Customer preferences in Eastern Africa have been shifting towards premium and craft alcoholic drinks. Consumers are becoming more discerning in their choices and are willing to pay a premium for high-quality products. This trend is driven by a growing middle class with higher disposable incomes and a desire for unique and authentic experiences. Craft beers, artisanal spirits, and small-batch wines are gaining popularity among consumers who value quality and craftsmanship. Another important trend in the market is the increasing demand for healthier alcoholic beverages. As health and wellness become more important to consumers, there is a growing interest in low-alcohol and no-alcohol alternatives. This trend is driven by a desire to enjoy alcoholic beverages without the negative health effects associated with excessive consumption. Non-alcoholic beers, mocktails, and low-alcohol wines are becoming more widely available in the market to cater to this demand. Local special circumstances in Eastern Africa also play a role in shaping the alcoholic drinks market. Traditional brewing methods and local ingredients are valued by consumers who appreciate the cultural heritage and authenticity of their drinks. For example, traditional African beers made from sorghum or millet are still popular in many parts of the region. Craft breweries and distilleries are also emerging to cater to the demand for unique and locally-produced alcoholic beverages. Underlying macroeconomic factors have also contributed to the growth of the alcoholic drinks market in Eastern Africa. Economic growth and rising incomes have led to an expansion of the middle class, which has increased the purchasing power of consumers. Additionally, urbanization and changing lifestyles have created new opportunities for the market. As more people move to cities and adopt Western lifestyles, the demand for alcoholic beverages has increased. In conclusion, the Alcoholic Drinks market in Eastern Africa is developing in response to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The demand for premium and craft alcoholic drinks, as well as healthier alternatives, is driving growth in the market. Traditional brewing methods and local ingredients are also valued by consumers who appreciate the cultural heritage of their drinks. Overall, the market is expected to continue growing as the region continues to develop economically and socially.

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.