Wine - Eastern Africa

Eastern Africa

Highlights

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Wine market amounts to US$407.1m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$54.5m in 2024.
Revenue, combined amounts to US$461.6m in 2024.
The revenue, at home is expected to grow annually by 6.25% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated United States (US$40bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$0.89 are generated in 2024.
In the Wine market, volume, at home is expected to amount to 55.6m L by 2024.
Volume, out-of-home is expected to amount to 4.5m L in 2024.
Volume, combined is expected to amount to 60.1m L in 2024.
The Wine market is expected to show a volume growth, at home of 0.6% in 2025.0.
The average volume per person, at home in the Wine market is expected to amount to 0.12L in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Wine market in Eastern Africa is experiencing significant growth and development in recent years.

Customer preferences: One of the key factors driving the growth of the Wine market in Eastern Africa is the changing preferences of consumers. With increasing disposable incomes and a growing middle class, consumers are becoming more open to trying new and different types of wines. This has led to an increase in demand for both local and imported wines, as consumers seek out unique and high-quality products.

Trends in the market: One of the major trends in the Wine market in Eastern Africa is the rise of domestic wine production. Local wineries are emerging and producing wines that cater to the tastes and preferences of the local consumers. This trend is fueled by the desire for authenticity and the support of local industries. Additionally, the region's favorable climate and soil conditions make it suitable for grape cultivation, further boosting the growth of domestic wine production. Another trend in the Wine market in Eastern Africa is the increasing popularity of wine tourism. Many wine enthusiasts are now visiting vineyards and wineries in the region to learn about the winemaking process and experience wine tastings. This trend has not only contributed to the growth of the wine industry but also to the development of the tourism sector in Eastern Africa.

Local special circumstances: Eastern Africa has a rich cultural heritage and a history of traditional alcohol production. This has influenced the local wine market, as consumers have a preference for wines that reflect their cultural traditions. For example, wines made from indigenous fruits and traditional winemaking techniques are highly sought after in the region. This demand for culturally significant wines has created opportunities for local producers to innovate and create unique products.

Underlying macroeconomic factors: The Wine market in Eastern Africa is also influenced by macroeconomic factors such as economic growth and political stability. As the region continues to experience economic growth, consumers have more disposable income to spend on luxury goods like wine. Additionally, political stability in the region has attracted foreign investors and encouraged the growth of the wine industry. In conclusion, the Wine market in Eastern Africa is experiencing growth and development due to changing customer preferences, the rise of domestic wine production, the popularity of wine tourism, local special circumstances, and underlying macroeconomic factors. As the region continues to evolve and develop, it is expected that the Wine market in Eastern Africa will continue to expand and offer new opportunities for both local and international wine producers.

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.