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Country Report

Alcoholic Drinks in Iran

| Pages: 29

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Complete ban on alcohol makes non-alcoholic beer the only legally available product

Alcoholic drinks sales in Iran is entirely accounted for by non-alcoholic beer, as Islamic law forbids the consumption, manufacturing and trading of alcohol. These regulations have however created strong demand for non-alcoholic beer, which complies with Islamic law and provides another alternative to carbonates. Anti-smuggling programmes by the Iranian Government, coupled with awareness campaigns against the consumption of cola carbonates and campaigns encouraging the drinking of non-alcoholic beer, further boosted demand in 2012. More young adults in Iran are switching to non-alcoholic beer, following widespread media coverage regarding its health benefits. These health benefits play a significant part in the promotional activities of most major companies.

Strong demand encourages illicit sales of alcoholic drinks

Although the sale or consumption of alcoholic drinks is strictly forbidden by the state, there is huge demand for such products. Under-the-counter sales rose sharply in the review period and volume sales reached an all-time high on the black market. This is partly due to the large young generation, with nearly three-quarters of the Iranian population being under the age of 30-years-old. In addition, a rising unemployment rate, runaway inflation and a greater interest in Western lifestyles all played prime roles in the growth of black market alcoholic drinks sales in Iran. The consumption of alcoholic drinks is common among young 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, Iraqi Kurdistan and Russia. Moreover, alcoholic drinks can also easily be purchased in the countries bordering Iran. Fluctuations in the value of the national currency towards the end of the review period however resulted in a sudden jump in unit prices for smuggled brands. This made many smuggled alcoholic drinks far too expensive for many consumers, with many of these consumers consequently switching to making alcoholic drinks at home.

State-owned Behnoush Iran remains indisputable leader

Non-alcoholic beer is highly developed and well-established in Iran. This product area benefits from the very active performance of Behnoush Iran, a local manufacturer that accounts for the majority of volume sales of non-alcoholic beer. Although young Iranians are the company’s main target group, the company is also trying to tap into other demographic groups by promoting non-alcoholic beer and malt drinks as healthy beverages for pregnant women. The company was however challenged continuously during the review period by newcomers such as Arpanoosh and Sirang Koohrang, which introduced new flavours and packaging formats and thus increased their share

Off-trade dominates sales although on-trade saw more dynamic growth

Sales of non-alcoholic beer mainly occur in off-trade channels, especially the independent small grocers that are the dominant retail channel in Iran. However, the emergence and rapid expansion of hypermarkets and supermarkets during the review period resulted in an increase in these channels’ contribution to sales. Due to the rapid trend of westernisation, urban families are increasingly eating in on-trade outlets such as fast food outlets. This meant rapid growth in on-trade sales for this type of drink, despite the fact that prices grew significantly in 2012 over the previous year. However, fast food outlets remained very popular due to offering more affordable prices in comparison to other types of consumer foodservice.

Economic turbulence and maturity of non-alcoholic beer will slow growth

The future of non-alcoholic beer will continue to be shaped by the political and economic situation of the country. The Islamic government is expected to continue to rule Iran. This means that a ban on the manufacture and consumption of alcoholic drinks will remain in place. As a result, non-alcoholic beer will remain the only significant product in alcoholic drinks in the country. Demand is expected to continue to grow in the forecast period but at a much slower pace compared to the review period, as non-alcoholic beer becomes increasingly mature. Inflation will also continue to be very high during the forecast period. This will also impact growth, as purchasing power will continue to fall as a direct result of continued high inflation and consequently high unit prices.

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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

Complete ban on alcohol makes non-alcoholic beer the only legally available product

Strong demand encourages illicit sales of alcoholic drinks

State-owned Behnoush Iran remains indisputable leader

Off-trade dominates sales although on-trade saw more dynamic growth

Economic turbulence and maturity of non-alcoholic beer will slow growth

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 1 Taxation and Duty Levies on Alcoholic Drinks 2012
  • Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2012
  • Table 3 Selling Margin of a Typical Beer Brand 2012

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 1 Key New Product Developments 2012

MARKET DATA

  • Table 4 Sales of Alcoholic Drinks by Category: Total Volume 2007-2012
  • Table 5 Sales of Alcoholic Drinks by Category: Total Value 2007-2012
  • Table 6 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2007-2012
  • Table 7 Sales of Alcoholic Drinks by Category: % Total Value Growth 2007-2012
  • Table 8 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Volume 2012
  • Table 9 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Value 2012
  • Table 10 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Volume 2012
  • Table 11 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Value 2012
  • Table 12 GBO Company Shares of Alcoholic Drinks: % Total Volume 2008-2012
  • Table 13 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2007-2012
  • Table 14 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2012
  • Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
  • Table 16 Forecast Sales of Alcoholic Drinks by Category: Total Value 2012-2017
  • Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
  • Table 18 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017

APPENDIX

DEFINITIONS

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

COMPANY BACKGROUND

PRODUCTION

  • Summary 4 Arpanoosh Co: Production Sites 2012

COMPETITIVE POSITIONING

  • Summary 5 Arpanoosh Co: Competitive Position 2012

Behnoush Iran Co in Alcoholic Drinks (Iran)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Behnoush Iran Co: Key Facts
  • Summary 7 Behnoush Iran Co: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 8 Behnoush Iran Co: Production Sites 2012

COMPETITIVE POSITIONING

  • Summary 9 Behnoush Iran Co: Competitive Position 2012

Sirang Koohrang Co in Alcoholic Drinks (Iran)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Sirang Koohrang Co: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 11 Sirang Koohrang Co: Production Sites 2012

COMPETITIVE POSITIONING

  • Summary 12 Sirang Koohrang Co: Competitive Position 2012

Beer in Iran - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

  • Table 19 Number of Breweries 2007-2012

CATEGORY DATA

  • Table 20 Sales of Beer by Category: Total Volume 2007-2012
  • Table 21 Sales of Beer by Category: Total Value 2007-2012
  • Table 22 Sales of Beer by Category: % Total Volume Growth 2007-2012
  • Table 23 Sales of Beer by Category: % Total Value Growth 2007-2012
  • Table 24 Sales of Beer by On-trade vs Off-trade: Volume 2007-2012
  • Table 25 Sales of Beer by On-trade vs Off-trade: Value 2007-2012
  • Table 26 Sales of Beer by On-trade vs Off-trade: % Volume Growth 2007-2012
  • Table 27 Sales of Beer by On-trade vs Off-trade: % Value Growth 2007-2012
  • Table 28 GBO Company Shares of Beer: % Total Volume 2008-2012
  • Table 29 NBO Company Shares of Beer: % Total Volume 2008-2012
  • Table 30 LBN Brand Shares of Beer: % Total Volume 2009-2012
  • Table 31 Production, Imports and Exports of Beer: Total Volume 2007-2011
  • Table 32 Forecast Sales of Beer by Category: Total Volume 2012-2017
  • Table 33 Forecast Sales of Beer by Category: Total Value 2012-2017
  • Table 34 Forecast Sales of Beer by Category: % Total Volume Growth 2012-2017
  • Table 35 Forecast Sales of Beer by Category: % Total Value Growth 2012-2017

Segmentation

This market research report includes the following:

  • Alcoholic Drinks
    • Beer
      • Dark Beer
        • Lager
          • Premium Lager
            • Domestic Premium Lager
            • Imported Premium Lager
          • Standard Lager
            • Domestic Standard Lager
            • Imported Standard Lager
          • Economy Lager
            • Domestic Economy Lager
            • Imported Economy Lager
        • Lager by Origin
          • Domestic Lager
            • Domestic Premium Lager
            • Domestic Standard Lager
            • Domestic Economy Lager
          • Imported Lager
            • Imported Premium Lager
            • Imported Standard Lager
            • Imported Economy Lager
        • Low/Non- Alcohol Beer
          • Low Alcohol Beer
          • Non-Alcoholic 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
            • 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
          • 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
          • 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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