Alcoholic Drinks in Saudi Arabia
Euromonitor International's Alcoholic Drinks in Saudi Arabia 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.
Get immediate access to strategic market analysis when you buy reports online
Tables: 37 | Publication date: Jan 2008
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
Saudi regulations create strong demand for non-alcoholic beer
With Saudi regulations completely forbidding the drinking, manufacturing and trading of any alcoholic drink, non-alcoholic beer was a success in Saudi Arabia, generating strong sales. Value and volume sales continued to grow rapidly in 2007 at a double-digit growth rate that is in line with the healthy CAGR seen during the review period.
Dynamism supported by aggressive competition and promotion
Despite approaching maturity for non-alcoholic beer, sales continued to be dynamic in 2007. The key growth factor was the aggressive advertising and promotional campaigns conducted during the year by leading suppliers. TV adverts on both local and regional TV stations were aired extensively on a daily basis for leading brands such as Feldschlössen Getränke’s Moussy Classic and Aujan Industries’ Barbican. In-store promotions were also abundant, especially for multi-packs of six units, which are sold at more attractive prices than single units. Product diversification in terms of flavours and new launches and relaunches also helped to create a better penetration for non-alcoholic beer among young adults of both sexes.
Barbican and Moussy Classic fight for leadership
Non-alcoholic beer is a highly lucrative business in Saudi Arabia. It therefore attracts many local and multinational companies such as Aujan Industries Co Ltd, Feldschlössen Getränke AG, Holsten-Brauerei AG, Kaiserdom Brewery GmbH and Al Ahram Beverages Co (owned by Heineken NV). Competition is aggressive, especially between the top two leading brands, Aujan Industries’ Barbican and Feldschlössen Getränke’s Moussy Classic. Both brands enjoy high consumer loyalty maintained by aggressive advertising and promotional campaigns.
Supermarket/hypermarkets capture the majority of sales
Improving distribution was another factor giving a boost to sales of non-alcoholic beer in Saudi Arabia. By 2007, these products were widely distributed among many types of outlets including supermarkets, hypermarkets, convenience stores, independent food stores and discounters, with supermarkets/hypermarkets accounting for the largest portion of volume sales in 2007. Supermarkets/hypermarkets’ numbers increased dramatically over the review period, with these outlets offering a wide range of products and commonly selling easy-to-carry multi-packs of leading brands such as Moussy Classic and Barbican.
Growth slows over forecast period
Growth in sales of non-alcoholic beer is expected to slow over the forecast period, while continuing to offer potential for further expansion in terms of per capita consumption. New launches such as Amstel Zero will support growth, with this likely to be introduced before the end of 2007. In addition, improved varieties in terms of flavour and a continual increase in spending on advertising and promotion will be the main driving forces for future growth.
Table of contents
ALCOHOLIC DRINKS IN SAUDI ARABIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Saudi regulations create strong demand for non-alcoholic beer
Dynamism supported by aggressive competition and promotion
Barbican and Moussy Classic fight for leadership
Supermarket/hypermarkets capture the majority of sales
Growth slows over forecast period
MARKET BACKGROUND
Legislation
OPERATING ENVIRONMENT
MARKET DATA
Table 1 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 2 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 3 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 4 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 5 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 6 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 7 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 8 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 9 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 10 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 11 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 12 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 13 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 14 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 15 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SAUDI ARABIA
AL AHRAM BEVERAGES CO (ABC) - ALCOHOLIC DRINKS - SAUDI ARABIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Al Ahram Beverage Co (ABC): Key Facts
Summary 3 Al Ahram Beverage Co (ABC): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Al Ahram Beverage Co (ABC): Competitive Position 2006
AUJAN INDUSTRIES CO LTD - ALCOHOLIC DRINKS - SAUDI ARABIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Aujan Industries Co Ltd: Key Facts
Summary 6 Aujan Industries Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Aujan Industries Co Ltd: Competitive Position 2006
BEER IN SAUDI ARABIA
NON-ALCOHOLIC BEER
SECTOR DATA
Table 16 Sales of Beer by Subsector: Total Volume 2002-2007
Table 17 Sales of Beer by Subsector: Total Value 2002-2007
Table 18 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 19 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 20 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 21 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 22 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 23 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 24 Company Shares of Beer by National Brand Owner 2002-2006
Table 25 Company Shares of Beer by Global Brand Owner 2002-2006
Table 26 Brand Shares of Beer 2003-2006
Table 27 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 28 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 29 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 30 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012