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Country Report

Iran Flag Alcoholic Drinks in Iran

| Pages: 27

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Complete ban on alcoholic drinks means non-alcoholic beer is the only legally available product

The alcoholic drinks market in Iran comprises only non-alcoholic beer as Islamic law forbids the consumption, manufacture and trade of alcohol in any form among Muslims. Such regulations have created very strong demand for non-alcoholic beer. Anti-smuggling initiatives from the Iranian government, coupled with health awareness campaigns about the consumption of cola carbonates and campaigns encouraging the drinking of non-alcoholic beer, further boosted demand in 2014. An increasing number of 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.

Smuggling of alcoholic drinks remains a significant trend in 2014

Although the sale and consumption of alcoholic drinks are strictly forbidden by the state, there is huge demand for such products. Under-the-counter sales rose sharply in 2014, with volumes reaching an all-time high on the black market. The large population of young consumers (nearly three-quarters of the Iranian population are under the age of 40), rising unemployment, 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. The consumption of alcoholic beverages 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, alcohol can easily be purchased in the regions bordering Iran. However, despite booming black market trade in 2014, high inflation and declining purchasing power damaged sales of black market alcohol as the unit prices of smuggled items remained very high, which meant that many people were unable to afford them, with many thus reverting to homemade alcoholic products.

State-owned Behnoush Iran Co remains the undisputed market leader

Non-alcoholic beer is a well-developed and established category in Iran. It benefits from the very active operations of Behnoush Iran Co, a local manufacturer commanding the majority of volume sales in 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 other consumer groups such as pregnant women. The company has been challenged continuously in recent years by several newcomers which have introduced new flavours and packaging formats in an effort to gain share. In 2014, the company’s main competitor was Arpanoosh Co.

Off-trade channel dominates sales but the on-trade is more dynamic in 2014

The majority of non-alcoholic beer is sold in the off-trade channel, especially by independent small grocers, which dominate the retail landscape in Iran. However, the recent emergence and rapid expansion of hypermarkets and supermarkets has resulted in an increase in share for these channels. It is worth mentioning that due to rapid westernisation many urban families are eating out in on-trade establishments like fast food outlets and restaurants more frequently, which has led to rapid growth in sales in the on-trade for this type of drink.

General economic situation and increasing maturity of non-alcoholic beer set to affect the market’s performance over the forecast period

The future outlook for non-alcoholic beer is very dependent on the political and economic situation in the country. The Islamic government is expected to rule the country for the foreseeable future, which means the ban on alcoholic drinks will continue. Therefore, non-alcoholic beer will remain the only available category in alcoholic drinks. Demand is expected to continue to grow but at a slower pace compared to the review period as this category has passed its initial stages and is now heading towards maturity. Inflation, on the other hand, is expected to remain high, thus having a negative impact on the purchasing power of consumers and limiting sales growth in the country.

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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 alcoholic drinks means non-alcoholic beer is the only legally available product

Smuggling of alcoholic drinks remains a significant trend in 2014

State-owned Behnoush Iran Co remains the undisputed market leader

Off-trade channel dominates sales but the on-trade is more dynamic in 2014

General economic situation and increasing maturity of non-alcoholic beer set to affect the market’s performance over the forecast period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 1 Taxation and Duty Levies on Alcoholic Drinks 2014
  • Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2014
  • Table 3 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 4 Selling Margin of a Typical Beer Brand in Retail Channel Which Does Not Use Wholesalers 2014

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 1 Key New Product Developments 2014

MARKET INDICATORS

  • Table 5 Retail Consumer Expenditure on Alcoholic Drinks 2009-2014

MARKET DATA

  • Table 6 Sales of Alcoholic Drinks by Category: Total Volume 2009-2014
  • Table 7 Sales of Alcoholic Drinks by Category: Total Value 2009-2014
  • Table 8 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2009-2014
  • Table 9 Sales of Alcoholic Drinks by Category: % Total Value Growth 2009-2014
  • Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2014
  • Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2014
  • Table 12 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2014
  • Table 13 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2014
  • Table 14 GBO Company Shares of Alcoholic Drinks: % Total Volume 2010-2014
  • Table 15 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2009-2014
  • Table 16 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2014
  • Table 17 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
  • Table 18 Forecast Sales of Alcoholic Drinks by Category: Total Value 2014-2019
  • Table 19 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
  • Table 20 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019

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 2014

Behnoush Iran Co in Alcoholic Drinks (Iran)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Behnoush Iran Co: Key Facts

COMPETITIVE POSITIONING

  • Summary 6 Behnoush Iran Co: Competitive Position 2014

Sirang Koohrang Co in Alcoholic Drinks (Iran)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Sirang Koohrang Co: Key Facts

COMPETITIVE POSITIONING

  • Summary 8 Sirang Koohrang Co: Competitive Position 2014

Beer in Iran - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

  • Table 21 Number of Breweries 2009-2014

CATEGORY DATA

  • Table 22 Sales of Beer by Category: Total Volume 2009-2014
  • Table 23 Sales of Beer by Category: Total Value 2009-2014
  • Table 24 Sales of Beer by Category: % Total Volume Growth 2009-2014
  • Table 25 Sales of Beer by Category: % Total Value Growth 2009-2014
  • Table 26 Sales of Beer by Off-trade vs On-trade: Volume 2009-2014
  • Table 27 Sales of Beer by Off-trade vs On-trade: Value 2009-2014
  • Table 28 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2009-2014
  • Table 29 Sales of Beer by Off-trade vs On-trade: % Value Growth 2009-2014
  • Table 30 GBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 31 NBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 32 LBN Brand Shares of Beer: % Total Volume 2011-2014
  • Table 33 Production, Imports and Exports of Beer: Total Volume 2008-2013
  • Table 34 Forecast Sales of Beer by Category: Total Volume 2014-2019
  • Table 35 Forecast Sales of Beer by Category: Total Value 2014-2019
  • Table 36 Forecast Sales of Beer by Category: % Total Volume Growth 2014-2019
  • Table 37 Forecast Sales of Beer by Category: % Total Value Growth 2014-2019

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
        • 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
      • Exports by Country - Value
      • Exports by Country - Volume
      • Imports by Country - Value
      • Imports by Country - Volume
      • 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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