Market Insights Consumer Alcoholic Drinks

Spirits - Madagascar

Madagascar

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$135.7m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$2,500.0k in 2024.
Revenue, combined amounts to US$138.2m in 2024.
The revenue, at home is expected to grow annually by 7.37% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated in China (US$146,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$4.37 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 14,090.0k L by 2024.
Volume, out-of-home is expected to amount to 196.9k L in 2024.
Volume, combined is expected to amount to 14,290.0k L in 2024.
The Spirits market is expected to show a volume growth, at home of 0.9% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 0.45L in 2024.

Key regions: United States, United Kingdom, Worldwide, United Kingdom, Australia

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

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 Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

Market

Region

Region comparison

Currency

Analyst Opinion

Madagascar, known for its stunning landscapes and unique wildlife, is also home to a developing Spirits market.

Customer preferences: In Madagascar, consumers have shown a growing preference for Spirits, particularly in urban areas. This can be attributed to changing lifestyles, increased disposable income, and a desire for more diverse and sophisticated beverage options. Additionally, the influence of Western culture has led to a greater acceptance and appreciation of Spirits among the younger population.

Trends in the market: One notable trend in the Spirits market in Madagascar is the rising demand for premium and imported Spirits. As consumers become more discerning and adventurous in their beverage choices, they are willing to explore a wider range of options, including high-quality Spirits from around the world. This trend is driven by a desire for novelty, status, and a taste for international flavors. Another trend in the market is the growing popularity of local Spirits. Madagascar has a rich cultural heritage, and consumers are increasingly embracing traditional Spirits that are unique to the region. These local Spirits often have distinct flavors and are produced using traditional methods, which appeals to consumers seeking an authentic and locally sourced experience.

Local special circumstances: One of the unique factors influencing the Spirits market in Madagascar is the country's rich biodiversity. Madagascar is home to a wide variety of indigenous plants and fruits that can be used in the production of Spirits. This presents an opportunity for local producers to create unique and flavorful Spirits that showcase the country's natural resources. Additionally, the use of locally sourced ingredients can contribute to the sustainability and support of local communities.

Underlying macroeconomic factors: The growth of the Spirits market in Madagascar is also influenced by macroeconomic factors such as population growth, urbanization, and increasing disposable income. As the population continues to grow and more people move to urban areas, there is a larger consumer base for Spirits. Additionally, rising disposable income allows consumers to allocate more of their budget towards premium and imported Spirits, driving market growth. Overall, the Spirits market in Madagascar is experiencing growth and diversification driven by changing consumer preferences, the influence of Western culture, and a desire for both premium and locally sourced options. This presents opportunities for both international and local Spirits producers to cater to the evolving tastes of consumers in Madagascar.

Methodology

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.