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Country Report

Iran Flag Alcoholic Drinks in Iran

| Pages: 30

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Ban on production and consumption of alcohol makes non/low alcohol beer the only available product

The production and consumption of alcoholic drinks is totally forbidden under Islamic law and the Iranian government enforces this by any means. Although detrimental to the interests of alcoholic drinks in general, this law does present non/low alcohol beer with significant growth opportunities as this is the only legitimate alcoholic drink available in Iran. A diverse range of non/low alcohol beer in different flavours and packaging formats has been launched in Iran over the last 10 years and these have played a major role the in the rapid development of per capita consumption. Iranian consumers are also repelled by cola carbonates due to negative publicity and this means that non/low alcohol beer is popular as an alternative.

Strong demand among Iranian youth for alcoholic drinks is met by smugglers and homemade products

In spite of the complete ban on alcohol consumption in Iran, demand for alcoholic drinks remains high among the young population, who tend to increasingly ignore religious concerns. This has given smugglers a good chance to expand the black market in alcoholic drinks. However, after the sudden devaluation of the Iranian rial against the US dollar during 2012, the unit prices charged for smuggled products rose sharply, which has had a negative effect on demand. In response, more consumers have begun producing alcoholic drinks at home using basic equipment. The most popular type of such homemade drinks is aragh sagi which is a type of distilled alcoholic beverage which contains at least 45% pure ethanol. It is usually produced at home from raisins.

Behnoush Iran Co still remains the leading supplier of non/low alcohol beer

The competitive environment in non/low alcohol beer remained very intense during 2013. State-owned leader Behnoush Iran Co—once the undisputed leader with more than 90% of value sales—faces the challenge of the entrance of numerous newcomers which offer different varieties and packaging. As such, several new players such as Arpanoosh Co and Sirang Koohrang Co have emerged to gain substantial value share in recent years, at the expense of Behnoush Iran Co. In spite of this trend, Behnoush continued to dominate non/low alcohol beer due to its long history and the strong image of its key brand Delster. The majority of Iranian consumers refer to non/low alcohol beer as Delster regardless brand and Delster had become a generic terms used to denote all non/low alcohol beer.

Complete prohibition means that no specialist on-trade outlets such as pubs and bars exist

The bulk of non/low alcohol beer sales in Iran occur through off-trade channels, although the on-trade channel recorded a more dynamic performance in 2013 due to the increasingly intense culture of eating out in Iran. In Iran, the on-trade channel consists of restaurants, coffee shops and hotels. There are no bars or pubs present in the country due to the complete ban on the consumption of alcoholic drinks. These outlets, which once served only cola carbonates with food, now offer non/low alcohol beer due to the very high demand for healthier drinks.

Positive volume growth is expected during the forecast period, albeit at a slower rate

The outlook for non/low alcohol beer remains promising in Iran. The total ban on alcoholic drinks and negative publicity about cola carbonates are set to remain the main drivers of growth during the forecast period. The impending launch of a wide range of products in different flavours and improvements in distribution are also set to make impressive growth rates possible. Finally, the new reformist government is expected to improve relations between Iran and the West and this is likely to offer multinational companies new opportunities to invest in Iran. However, the growth rates expected in the industry during 2013 are not expected to be as high as the growth rates recorded over the review period due to the approaching maturity of the category. High rates of inflation are set to compromise purchasing power among Iranian consumers and this is set to be a major factor likely to hamper growth in the category over the forecast period.

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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

Ban on production and consumption of alcohol makes non/low alcohol beer the only available product

Strong demand among Iranian youth for alcoholic drinks is met by smugglers and homemade products

Behnoush Iran Co still remains the leading supplier of non/low alcohol beer

Complete prohibition means that no specialist on-trade outlets such as pubs and bars exist

Positive volume growth is expected during the forecast period, albeit at a slower rate

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 1 Taxation and Duty Levies on Alcoholic Drinks 2013
  • Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2013
  • Table 3 Selling Margin of a Typical Beer Brand 2013

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 1 Key New Product Developments 2013

MARKET INDICATORS

  • Table 4 Retail Consumer Expenditure on Alcoholic Drinks 2008-2013

MARKET DATA

  • Table 5 Sales of Alcoholic Drinks by Category: Total Volume 2008-2013
  • Table 6 Sales of Alcoholic Drinks by Category: Total Value 2008-2013
  • Table 7 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2008-2013
  • Table 8 Sales of Alcoholic Drinks by Category: % Total Value Growth 2008-2013
  • Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2013
  • Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2013
  • Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2013
  • Table 12 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2013
  • Table 13 GBO Company Shares of Alcoholic Drinks: % Total Volume 2009-2013
  • Table 14 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2008-2013
  • Table 15 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2013
  • Table 16 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
  • Table 17 Forecast Sales of Alcoholic Drinks by Category: Total Value 2013-2018
  • Table 18 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
  • Table 19 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018

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

COMPANY BACKGROUND

PRODUCTION

  • Summary 4 Arpanoosh Co: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 5 Arpanoosh Co: Competitive Position 2013

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 Statistics 2013

COMPETITIVE POSITIONING

  • Summary 9 Behnoush Iran Co: Competitive Position 2013

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 Statistics 2013

COMPETITIVE POSITIONING

  • Summary 12 Sirang Koohrang Co: Competitive Position 2013

Beer in Iran - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Table 20 Number of Breweries 2008-2012

CATEGORY DATA

  • Table 21 Sales of Beer by Category: Total Volume 2008-2013
  • Table 22 Sales of Beer by Category: Total Value 2008-2013
  • Table 23 Sales of Beer by Category: % Total Volume Growth 2008-2013
  • Table 24 Sales of Beer by Category: % Total Value Growth 2008-2013
  • Table 25 Sales of Beer by Off-trade vs On-trade: Volume 2008-2013
  • Table 26 Sales of Beer by Off-trade vs On-trade: Value 2008-2013
  • Table 27 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 28 Sales of Beer by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 29 GBO Company Shares of Beer: % Total Volume 2009-2013
  • Table 30 NBO Company Shares of Beer: % Total Volume 2009-2013
  • Table 31 LBN Brand Shares of Beer: % Total Volume 2010-2013
  • Table 32 Production, Imports and Exports of Beer: Total Volume 2007-2012
  • Table 33 Forecast Sales of Beer by Category: Total Volume 2013-2018
  • Table 34 Forecast Sales of Beer by Category: Total Value 2013-2018
  • Table 35 Forecast Sales of Beer by Category: % Total Volume Growth 2013-2018
  • Table 36 Forecast Sales of Beer by Category: % Total Value Growth 2013-2018

Segmentation

This market research report includes the following:

  • Alcoholic Drinks
    • Beer
      • Dark 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
          • Standard 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
            • 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
          • Pricing
          • Off-trade vs On-trade
          • 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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