Alcoholic Drinks in Iran
Euromonitor International's Alcoholic Drinks in Iran market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 78 | Publication date: Jan 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Government’s actions boost non-alcoholic beer sales
In 2008 non-alcoholic beer continued its impressive performance with double-digit growth rates in both value and volume terms. The anti-smuggling programme commenced in 2007 continued to control the illegal import of alcoholic drinks. The new measures include increased audit controls on Iran’s borders and police surveillance of railways and roads. This programme proved successful to a certain extent, as many smugglers were afraid to continue the practice of hiding alcoholic drinks among other goods. Moreover, the government’s restrictions on cola carbonates and its campaign encouraging the drinking of non-alcoholic beer boosted sales of non-alcoholic beer in 2008. More young adults in Iran are switching to non-alcoholic beer following widespread media coverage regarding its health benefits. These health benefits occupy a significant position in most major players’ promotional activities.
Behnoush Iran Co dominates legal beer sales in Iran
Non-alcoholic beer is highly developed and established in Iran. It benefits from the very active performance of Behnoush Iran Co, a local manufacturer holding the majority of volume sales of non-alcoholic beer. Although young Iranians are the company’s main target group it also tries to tap into other demographics by promoting non-alcoholic beer and malt drinks as good beverages for pregnant women. The company’s new flavours and packaging focus strongly on exporting its Behnoush brand to neighbouring countries. Moreover, Behnoush Iran Co introduced its new low-calorie non-alcoholic beer, Delster Diet, in 2008.
Strong demand encourages under-the-counter sales
Although the sale or consumption of alcoholic drinks is strictly forbidden by the state, there is a huge demand for such products. Under-the-counter sales rose sharply in 2007, and sales volume reached an all-time high on the black market. The increasing younger generation (nearly three quarters of the Iranian population is under the age of 30), a rising unemployment rate, runaway inflation, and a greater interest in Western lifestyles, have all played prime roles in the growth of black market alcoholic drinks sales in Iran. Big hotels supply alcoholic drinks for their guests in confidence through the black market. Consumption of alcoholic beverages is common among people, especially at weddings and other parties. According to official statistics, the number of illegal importers is increasing year-on-year. Alcohol is commonly imported from neighbouring countries such as Turkey, Armenia, Afghanistan, Iraq’s Kurdistan and Russia. Moreover, alcohol can easily be purchased in border cities of Iran.
Expansion of supermarkets boosts sales of foreign brands
The increasing number of supermarkets in Iran together with growing westernisation and urbanisation trends boosted the volume sales of foreign non-alcoholic beer in 2007. Although the shares of multinationals such as Carlsberg A/S, Bavaria NV and Heineken NV remained relatively low, the popularity of foreign brands of non-alcoholic beer is growing slowly but steadily year-on-year, enhanced by their wide availability in all major supermarkets and hotels all over the country.
Promising forecast of doubled volume sales of non-alcoholic beer
Non-alcoholic beer is expected to see an impressive performance by more than doubling its total volume sales between 2008 and 2013. More young adults in Iran will be switching to non-alcoholic beer following widespread media coverage regarding its health benefits, which will occupy a significant position in most major players’ promotional activities. A number of international beverage companies, as well as some private Iranian soft drinks companies, have expressed interest in producing non-alcoholic beer on the assumption that it could become an alternative to standard carbonated soft drinks.
Table of contents
ALCOHOLIC DRINKS IN IRAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Government’s actions boost non-alcoholic beer sales
Behnoush Iran Co dominates legal beer sales in Iran
Strong demand encourages under-the-counter sales
Expansion of supermarkets boosts sales of foreign brands
Promising forecast of doubled volume sales of non-alcoholic beer
MARKET BACKGROUND
Legislation
Taxation and Duty Levies
Operating environment
Market Data
Table 1 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 2 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 3 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 4 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 5 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 6 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 7 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 8 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 9 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 10 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 11 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 12 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 13 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 14 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 15 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
Definitions
Summary 1 Research Sources
BEER IN IRAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 16 Sales of Beer by Subsector: Total Volume 2003-2008
Table 17 Sales of Beer by Subsector: Total Value 2003-2008
Table 18 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 19 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 20 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 21 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 22 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 23 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 24 Beer Exports by Country of Destination: Total Value 2002-2007
Table 25 Company Shares of Beer by National Brand Owner 2003-2007
Table 26 Company Shares of Beer by Global Brand Owner 2003-2007
Table 27 Brand Shares of Beer 2004-2007
Table 28 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 29 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 30 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 31 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
BEHNOUSH IRAN CO
Strategic Direction
Key Facts
Summary 2 Behnoush Iran Co: Key Facts
Summary 3 Behnoush Iran Co: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Behnoush Iran Co: Competitive Position 2007
ARPANOOSH CO
Strategic Direction
Key Facts
Summary 5 Arpanoosh Co: Key Facts
Summary 6 Arpanoosh Co: Operational Indicators
Company Background
Production
Summary 7 Arpanoosh Co: Production Statistics 2007
Competitive Positioning
Summary 8 Arpanoosh Co: Competitive Position 2007
ALCOHOLIC DRINKS IN IRAN
EXECUTIVE SUMMARY
Government’s actions boost non-alcoholic beer sales
Behnoush Iran Co dominates legal beer sales in Iran
Strong demand encourages under-the-counter sales
Expansion of supermarkets boosts sales of foreign brands
Promising forecast of doubled volume sales of non-alcoholic beer
MARKET BACKGROUND
Legislation
Taxation and Duty Levies
Operating environment
Market Data
Table 32 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 33 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 34 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 35 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 36 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 37 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 38 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 39 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 40 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 41 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 42 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 43 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 44 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 45 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 46 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
Definitions
Summary 9 Summary - Research Sources
BEHNOUSH IRAN CO
Strategic Direction
Key Facts
Summary 10 Summary - Behnoush Iran Co: Key Facts
Summary 11 Summary - Behnoush Iran Co: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 12 Summary - Behnoush Iran Co: Competitive Position 2007
LOCAL COMPANY PROFILES - IRAN
ARPANOOSH CO - ALCOHOLIC DRINKS - IRAN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Summary - Arpanoosh Co: Key Facts
Summary 14 Summary - Arpanoosh Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Summary - Arpanoosh Co: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Summary - Arpanoosh Co: Competitive Position 2007
BEER IN IRAN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Sales of Beer by Subsector: Total Volume 2003-2008
Table 48 Sales of Beer by Subsector: Total Value 2003-2008
Table 49 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 50 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 51 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 52 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 53 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 54 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 55 Beer Exports by Country of Destination: Total Value 2002-2007
Table 56 Company Shares of Beer by National Brand Owner 2003-2007
Table 57 Company Shares of Beer by Global Brand Owner 2003-2007
Table 58 Brand Shares of Beer 2004-2007
Table 59 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 60 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 61 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 62 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013