Alcoholic Drinks - Southern Africa

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Alcoholic Drinks market amounts to US$8.5bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$1.6bn in 2024.
Revenue, combined amounts to US$10.1bn in 2024.
The revenue, at home is expected to grow annually by 2.72% (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$121.90 are generated in 2024.
In the Alcoholic Drinks market, volume, at home is expected to amount to 3.1bn L by 2024.
Volume, out-of-home is expected to amount to 383.7m L in 2024.
Volume, combined is expected to amount to 3.4bn L in 2024.
The Alcoholic Drinks market is expected to show a volume growth, at home of -2.2% in 2025.0.
The average volume per person, at home in the Alcoholic Drinks market is expected to amount to 43.60L 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 Southern Africa is experiencing significant growth and development. Customer preferences in the region are shifting towards premium and craft alcoholic beverages. Consumers are becoming more discerning and are willing to pay a premium for higher quality products. This trend is driven by a desire for unique and authentic experiences, as well as a growing middle class with increased disposable income. Craft beer, artisanal spirits, and boutique wineries are gaining popularity among consumers who are looking for products that offer a more personalized and differentiated experience. In addition to premium and craft beverages, there is also a growing demand for healthier alcoholic drinks. Consumers are increasingly conscious of their health and wellness and are seeking out options that are lower in sugar, calories, and artificial additives. This has led to the rise of low-alcohol and non-alcoholic beverages, such as light beers, mocktails, and botanical-infused spirits. Another trend in the market is the increasing popularity of locally produced alcoholic drinks. Consumers are showing a preference for products that are made locally, supporting local businesses and contributing to the growth of the domestic economy. This trend is driven by a desire for authenticity and a connection to the local culture and traditions. Local breweries, distilleries, and wineries are benefiting from this trend and are experiencing a surge in demand for their products. Local special circumstances in Southern Africa also contribute to the development of the Alcoholic Drinks market. The region has a rich and diverse cultural heritage, with a long history of traditional brewing and distilling practices. This has created a unique market for traditional and indigenous alcoholic beverages, such as sorghum beer, umqombothi, and mampoer. These traditional drinks have a loyal customer base and are often consumed during special occasions and cultural celebrations. Furthermore, Southern Africa is known for its abundant natural resources, including fertile soils and favorable climate conditions for grape cultivation. This has led to the development of a thriving wine industry in the region, with South Africa being one of the largest wine producers in the world. The wine industry in Southern Africa benefits from its proximity to key export markets, such as Europe and the United States, as well as a growing domestic market. Underlying macroeconomic factors also play a role in the development of the Alcoholic Drinks market in Southern Africa. Economic growth, urbanization, and a rising middle class are driving increased consumer spending on discretionary items, including alcoholic beverages. The region is also experiencing a demographic shift, with a young and growing population that is more open to trying new products and experiences. These factors contribute to a favorable market environment for the Alcoholic Drinks industry in Southern Africa.

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.