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Country Report

Iran Flag Alcoholic Drinks in Iran

| Pages: 28

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

A complete ban on the production and consumption of alcoholic drinks means non/low alcohol beer is the only available category in the country

Consumption of alcoholic drinks is totally forbidden according to Islamic law and the Iranian government totally supports this. The law has given non/low alcohol beer a significant chance for growth as this can be regarded as the only available legitimate drink in the alcoholic drinks market in the country. A diverse range of products in different flavours and packaging formats which were launched over the last 10 years to 2015 played a major role in the rapid development of per capita consumption. Consumers were also deterred from cola carbonates due to negative publicity and thus welcomed non/low alcohol beer as a good alternative which is considered healthy.

The more stable economic situation leads to a better performance in 2015

The year 2015 can be regarded as a period of stabilisation. After the agreement between Iran and the West over the nuclear ambitions of the Islamic government, both suppliers and consumers were hopeful of improvements in the business environment. As a result, prices were less volatile and the chain of supply encountered less interruptions. The purchasing power of consumers, which was negatively impacted during the review period, found a chance to heal and thus demand for non/low alcohol beer improved.

Behnoush Iran remains the leading supplier

The competitive environment for non/low alcohol beer remained aggressive in 2015. State-owned leader, Behnoush Iran, which was once the undisputed leader with a 90% total volume share, was challenged by the entrance of many newcomers which offered various quality levels in a variety of packaging formats. The Iranian market therefore witnessed the emergence of several new players, including Arpanoosh and Sirang Koohrang, which gained share over the review period at the expense of Behnoush Iran. In spite of this trend, Behnoush continued to lead sales due to its long history and the strong image of its key Delster brand. Many Iranian consumers refer to non/low alcohol beer from any brand as Delster.

The complete prohibition on alcohol means that no specialist on-trade outlets such as pubs and bars are available in Iran

The majority of sales take place through off-trade channels, although the on-trade recorded a more dynamic performance in 2015 due to the growing culture of eating out. The on-trade channel consists of restaurants, coffee shops and hotels, whilst bars and pubs are not available in Iran due to the ban on consumption of alcoholic drinks. These outlets, which once served only cola carbonates with their food, are now offering non/low alcohol beer due to strong consumer demand for healthier drinks.

A promising performance expected over the forecast period

Non/low alcohol beer is expected to enjoy positive growth rates over the forecast period. The total ban on other alcoholic drinks and negative publicity regarding cola carbonates are set to be the main drivers of this performance. The launch of a wide range of products in different flavours and improvements in distribution will also likely support impressive growth rates. Finally, the 2015 agreement between Iran and the West over the nuclear issue is expected to alleviate some of the challenges, offering multinationals new chances to invest in Iran. Another key driver for improvement is the very low base of this category which can be translated to high rates of volume growth.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Iran with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Iran, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Iran for free:

The Alcoholic Drinks in Iran market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Iran?
  • What are the major brands in Iran?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Alcoholic Drinks in Iran - Industry Overview

EXECUTIVE SUMMARY

A complete ban on the production and consumption of alcoholic drinks means non/low alcohol beer is the only available category in the country

The more stable economic situation leads to a better performance in 2015

Behnoush Iran remains the leading supplier

The complete prohibition on alcohol means that no specialist on-trade outlets such as pubs and bars are available in Iran

A promising performance expected over the forecast period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 1 Taxation and Duty Levies on Alcoholic Drinks 2015
  • Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2015
  • Table 3 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2015
  • Table 4 Selling Margin of a Typical Beer Brand in Retail Channel Which Does Not Use Wholesalers 2015

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 1 Key New Product Developments 2015

MARKET INDICATORS

  • Table 5 Retail Consumer Expenditure on Alcoholic Drinks 2010-2015

MARKET DATA

  • Table 6 Sales of Alcoholic Drinks by Category: Total Volume 2010-2015
  • Table 7 Sales of Alcoholic Drinks by Category: Total Value 2010-2015
  • Table 8 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2010-2015
  • Table 9 Sales of Alcoholic Drinks by Category: % Total Value Growth 2010-2015
  • Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2015
  • Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2015
  • Table 12 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2015
  • Table 13 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2015
  • Table 14 GBO Company Shares of Alcoholic Drinks: % Total Volume 2011-2015
  • Table 15 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2010-2015
  • Table 16 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2015
  • Table 17 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
  • Table 18 Forecast Sales of Alcoholic Drinks by Category: Total Value 2015-2020
  • Table 19 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
  • Table 20 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 2 Research Sources

Alcoholic Drinks in Iran - Company Profiles

Arpanoosh Co in Alcoholic Drinks (Iran)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Arpanoosh Co: Key Facts

COMPETITIVE POSITIONING

  • Summary 4 Arpanoosh Co: Competitive Position 2015

Behnoush Iran Co in Alcoholic Drinks (Iran)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Behnoush Iran Co: Key Facts
  • Summary 6 Behnoush Iran Co: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 7 Behnoush Iran Co: Competitive Position 2015

Sirang Koohrang Co in Alcoholic Drinks (Iran)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Sirang Koohrang Co: Key Facts

COMPETITIVE POSITIONING

  • Summary 9 Sirang Koohrang Co: Competitive Position 2015

Beer in Iran - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

  • Table 21 Number of Breweries 2010-2015

CATEGORY DATA

  • Table 22 Sales of Beer by Category: Total Volume 2010-2015
  • Table 23 Sales of Beer by Category: Total Value 2010-2015
  • Table 24 Sales of Beer by Category: % Total Volume Growth 2010-2015
  • Table 25 Sales of Beer by Category: % Total Value Growth 2010-2015
  • Table 26 Sales of Beer by Off-trade vs On-trade: Volume 2010-2015
  • Table 27 Sales of Beer by Off-trade vs On-trade: Value 2010-2015
  • Table 28 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2010-2015
  • Table 29 Sales of Beer by Off-trade vs On-trade: % Value Growth 2010-2015
  • Table 30 GBO Company Shares of Beer: % Total Volume 2011-2015
  • Table 31 NBO Company Shares of Beer: % Total Volume 2011-2015
  • Table 32 LBN Brand Shares of Beer: % Total Volume 2012-2015
  • Table 33 Production, Imports and Exports of Beer: Total Volume 2009-2014
  • Table 34 Forecast Sales of Beer by Category: Total Volume 2015-2020
  • Table 35 Forecast Sales of Beer by Category: Total Value 2015-2020
  • Table 36 Forecast Sales of Beer by Category: % Total Volume Growth 2015-2020
  • Table 37 Forecast Sales of Beer by Category: % Total Value Growth 2015-2020

Segmentation

This market research report includes the following:

  • Alcoholic Drinks
    • Beer
      • Dark Beer
        • Ale
        • Sorghum
        • Weissbier/Weizen/Wheat Beer
      • Lager
        • Flavoured/Mixed Lager
        • Standard Lager
          • Premium Lager
            • Domestic Premium Lager
            • Imported Premium Lager
          • Mid-Priced Lager
            • Domestic Mid-Priced Lager
            • Imported Mid-Priced Lager
          • Economy Lager
            • Domestic Economy Lager
            • Imported Economy Lager
        • Lager by Origin
          • Domestic Lager
            • Domestic Premium Lager
            • Domestic Mid-Priced Lager
            • Domestic Economy Lager
          • Imported Lager
            • Imported Premium Lager
            • Imported Mid-Priced Lager
            • Imported Economy Lager
      • Non/Low Alcohol Beer
      • Stout
    • Cider/Perry
    • RTDs/High-Strength Premixes
      • High-Strength Premixes
      • RTDs
        • Malt-based RTDs
        • Spirit-based RTDs
        • Wine-based RTDs
        • Other RTDs
    • Spirits
      • Brandy and Cognac
        • Brandy
        • Cognac
      • Liqueurs
        • Bitters
        • Cream-based Liqueurs
        • Other Liqueurs
      • Rum
        • Dark Rum
        • White Rum
      • Tequila (and Mezcal)
      • Whiskies
        • Bourbon/Other US Whiskey
        • Canadian Whisky
        • Irish Whiskey
        • Japanese Whisky
        • Blended Scotch Whisky
          • Blended Malt Scotch Whisky
          • Other Blended Scotch Whisky
        • Single Malt Scotch Whisky
        • Other Whiskies
      • White Spirits
        • Gin
          • English Gin
          • Dutch Gin
        • Vodka
      • Other Spirits
      • Wine
        • Fortified Wine and Vermouth
          • Port
          • Sherry
          • Vermouth
          • Other Fortified Wine
        • Non-Grape Wine
          • Sparkling Wine
            • Champagne
            • Other Sparkling Wine
          • Still Light Grape Wine
            • Still Red Wine
            • Still Rosé Wine
            • Still White Wine

      Statistics Included

      For each category and subcategory you will receive the following data in Excel format:

      From Passport

      • Market Sizes
      • Company Shares
      • Brand Shares
      • Distribution
      • Exports by Country - Value
      • Exports by Country - Volume
      • Imports by Country - Value
      • Imports by Country - Volume
      • Off-trade vs On-trade
      • Pricing
      • Products by Ingredient
      • Trade Statistics - Value
      • Trade Statistics - Volume

      Market size details:

      • Off-trade volume
      • Off-trade volume % growth
      • Off-trade volume per capita
      • On-trade volume
      • On-trade volume % growth
      • On-trade volume per capita
      • Total volume
      • Total volume % growth
      • Total volume per capita
      • Off-trade value retail selling price % growth
      • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
      • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
      • On-trade value retail selling price % growth
      • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
      • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
      • Total value retail selling price % growth
      • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
      • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
      • Off-trade value manufacturer selling price % growth
      • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
      • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
      • On-trade value manufacturer selling price % growth
      • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
      • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
      • Total value manufacturer selling price % growth
      • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
      • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
      • Off-trade rtd volume
      • Off-trade rtd volume % growth
      • Off-trade rtd volume per capita
      • On-trade rtd volume
      • On-trade rtd volume % growth
      • On-trade rtd volume per capita
      • Total rtd volume
      • Total rtd volume % growth
      • Total rtd volume per capita
      • Off-trade volume litres of pure alcohol
      • Off-trade volume litres of pure alcohol % growth
      • Off-trade volume litres of pure alcohol per capita
      • On-trade volume litres of pure alcohol
      • On-trade volume litres of pure alcohol % growth
      • On-trade volume litres of pure alcohol per capita
      • Total volume litres of pure alcohol
      • Total volume litres of pure alcohol % growth
      • Total volume litres of pure alcohol per capita

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