Spirits - Western Africa | Statista Market Forecast

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$966.3m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$29.0m in 2024.
Revenue, combined amounts to US$995.4m in 2024.
The revenue, at home is expected to grow annually by 8.77% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated China (US$146bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$2.34 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 67.5m L by 2024.
Volume, out-of-home is expected to amount to 932.5k L in 2024.
Volume, combined is expected to amount to 68.4m L in 2024.
The Spirits market is expected to show a volume growth, at home of 1.3% in 2025.0.
The average volume per person, at home in the Spirits market is expected to amount to 0.16L in 2024.

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.

Whisky, such as Jack Daniel's Tenessee Whiskey
Vodka, such as Absolut Vodka
Rum, such as Bacardi Rum
Gin, such as Ginebra San Miguel
Brandy, such as Ararat Brandy

Wine, such as Red Wine
Beer, such as Budweiser
Non-Alcoholic Spirits, such as Tanqueray 0.0

The Spirits market in Western Africa has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in the region have shifted towards premium and high-quality spirits, as consumers become more discerning and willing to spend on luxury products. This trend is reflected in the increasing demand for imported spirits, particularly whiskey and vodka, which are seen as status symbols and symbols of sophistication. One of the key trends in the market is the rise of cocktail culture in Western Africa. As the region becomes more urbanized and cosmopolitan, there is a growing interest in mixology and craft cocktails. This has led to an increased demand for spirits that are versatile and can be used in a variety of cocktails. Additionally, there is a growing trend towards experimenting with local ingredients and flavors, resulting in unique and innovative cocktails that cater to the local palate. Another trend in the market is the growing popularity of locally-produced spirits. Western Africa has a rich tradition of distilling spirits, and there is a renewed interest in traditional and artisanal products. Consumers are increasingly seeking out spirits that are made using traditional methods and local ingredients, as they are seen as more authentic and reflective of the local culture. This trend is also driven by a desire to support local businesses and promote sustainable and ethical practices. Local special circumstances also play a role in the development of the Spirits market in Western Africa. One such circumstance is the presence of a large youth population in the region. Younger consumers are more open to trying new products and are willing to experiment with different flavors and brands. This demographic shift has created a demand for innovative and trendy spirits that cater to their preferences. Another special circumstance is the growing middle class in Western Africa. As disposable incomes rise, more consumers are able to afford premium and high-quality spirits. This has led to an increase in the consumption of luxury spirits, such as aged whiskey and premium vodka. Additionally, the growing middle class has also resulted in an increase in the number of bars, restaurants, and hotels, which has further fueled the demand for spirits in the region. Underlying macroeconomic factors also contribute to the growth of the Spirits market in Western Africa. Economic growth and stability in the region have created a favorable business environment for spirits companies. Additionally, improvements in infrastructure and logistics have made it easier for companies to import and distribute spirits in the region. These factors, combined with changing customer preferences and local special circumstances, have contributed to the development of a vibrant and growing Spirits market in Western 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 term “spirits” refers to an alcoholic beverage that has been distilled, contains no added sugar, and has at least 20 percent alcohol by volume. The term is derived from the medieval practice of alchemy and refers to the essential liquid element obtained from a substance through distillation, the “spirit” of the substance, so to speak. Popular spirits include whiskey, rum, vodka, tequila, and gin, among others.