Alcoholic Drinks - Eastern Africa

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Alcoholic Drinks market amounts to US$25.1bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$1.5bn in 2024.
Revenue, combined amounts to US$26.7bn in 2024.
The revenue, at home is expected to grow annually by 6.74% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated China (US$208bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$54.73 are generated in 2024.
In the Alcoholic Drinks market, volume, at home is expected to amount to 16.6bn L by 2024.
Volume, out-of-home is expected to amount to 601.7m L in 2024.
Volume, combined is expected to amount to 17.2bn L in 2024.
The Alcoholic Drinks market is expected to show a volume growth, at home of 1.2% in 2025.0.
The average volume per person, at home in the Alcoholic Drinks market is expected to amount to 36.28L in 2024.

Definition:

The Alcoholic Drinks market includes all alcoholic beverages that are produced by fermentation or distillation.

Structure:

The Alcoholic Drinks market is divided into 5 markets:

The Beer market encompasses fermented beverages based on malt. The Beer market is further divided into the markets Alcoholic Beer and Non-Alcoholic Beer.
The Spirits market encompasses alcoholic beverages that are produced through the distillation of wine, fermented fruits, or grains. It contains the Whisky, Vodka, Rum, Gin, Brandy, Soju, Tequila, and Liqueurs & Other Spirits markets.
The Wine market encompasses all fermented juices made from grapes. The Wine market is further divided into Still Wine (Red Wine, White Wine, and Rosé Wine), Sparkling Wine, and Fortified Wine.
The Cider, Perry & Rice Wine market encompass all wines made from fruits other than grapes, grains, or other plants.
The Hard Seltzer market encompasses alcoholic beverages made with carbonated water, alcohol, and often fruit flavoring.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Anheuser-Busch InBev (e.g., Corona, Bud Light, and Michelob), Diageo (e.g., Johnnie Walker, Guinness, and Tanqueray), Heineken, and Molson Coors.

Alcoholic & Non-Alcoholic Beer
Wine
Spirits
Cider, Perry and Rice Wines
Hard Seltzer

Non-Alcoholic Beverages derived from Wine or Spirits

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.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

The alcoholic beverage market is recovering after several years of downturn. Larger forces like the COVID-19 pandemic, the Russian invasion of Ukraine and the ensuing inflation have either been resolved or accepted as part of the current market environment. Regional conditions vary as consumers in some areas of the world are changing their alcohol preferences while other regions are continuing to feel the effects of less discretionary spending from consumers.