Wine - Oman

The Wine market in Oman has experienced significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Omani consumers have shown an increasing interest in wine, with a growing number of individuals incorporating it into their social gatherings and personal celebrations. This shift in consumer preferences can be attributed to several factors. Firstly, there is a growing awareness and appreciation for different wine varieties and flavors, with consumers becoming more discerning and knowledgeable about the product. Additionally, wine is often associated with sophistication and luxury, appealing to the aspirational nature of Omani consumers.

Trends in the market: One of the key trends in the wine market in Oman is the growing demand for organic and natural wines. Consumers are becoming more conscious about their health and well-being, and are seeking products that are perceived as healthier and more environmentally friendly. This has led to an increased focus on organic farming practices and sustainable production methods in the wine industry. Furthermore, there is a rising interest in wines from specific regions, such as France, Italy, and Australia, as consumers seek to explore and experience different wine cultures.

Local special circumstances: Oman has a unique cultural and religious context that influences the wine market. The country is predominantly Muslim, and the consumption of alcohol is strictly regulated. As a result, the sale and consumption of wine are limited to licensed establishments, such as hotels and restaurants. This creates a niche market for wine, with a focus on serving tourists and expatriates. Additionally, the government imposes high taxes and import duties on alcoholic beverages, making wine relatively expensive compared to other countries. Despite these challenges, the wine market in Oman continues to thrive due to the demand from the target customer base.

Underlying macroeconomic factors: The growth of the wine market in Oman can be attributed to several macroeconomic factors. Firstly, the country has experienced a steady increase in tourism, with more visitors coming from around the world. This has created a demand for a diverse range of products, including wine, to cater to the preferences of international tourists. Additionally, Oman has witnessed economic growth and an increase in disposable income, allowing consumers to indulge in luxury products like wine. The government's efforts to diversify the economy and promote tourism have also contributed to the growth of the wine market. In conclusion, the wine market in Oman has seen significant development due to evolving customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As Omani consumers become more knowledgeable and discerning, the demand for wine is expected to continue growing, presenting opportunities for both local and international wine producers and distributors.

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.