The alcoholic drinks market has made a swift recovery from the pandemic losses of 2020, returning to pre-COVID-19 sales levels already in 2022. In spite of the difficult economic situation, premiumisation continued to be seen in Nigeria, although it slowed in 2022. Higher-income consumers, the key consumers of premium products, tend to less impacted by difficult economic conditions. Another trend being seen in a number of countries is the ongoing popularisation of no-/low-alcohol products.
This report comes in PPT.
Heineken’s launch of the Desperados brand in flavoured/mixed lager in Nigeria has proved to be a major success, driving very dynamic growth in the category in the last few years, with Desperados taking over from another Heineken line, Star, as the dominant brand. This saw AB InBev look to tap into the growth in flavoured/mixed lager with the launch of its Flying Fish brand in 2022.
With alcoholic drinks prohibited under Islamic law, sales in Saudi Arabia remained dependent on non-alcoholic beer over the review period. The Kingdom therefore has the lowest per capita consumption rate in Middle East and Africa. There is, however, the possibility that the sale of alcohol – limited to wine, champagne and cocktails – will be allowed at a beach resort on a Red Sea island, due to open in 2023, which would likely prove popular with international tourists and expatriates in the country.
“Sober-curious” consumers are expected to help drive demand for low-alcohol and non-alcoholic drinks in South Africa. Rising health consciousness, especially among younger consumers, is seeing them search out products with low or no alcohol content, such as Bavaria Non Alcoholic, Heineken 0.0 or Castle Lite.
Heineken is expanding its operations and reach in the South African market with the acquisitions of Distell Group and Namibia Breweries. The deals are expected to see Heineken embark on an investment programme of more than USD500 million in the country as well as creating an innovation and research and development hub for the region.
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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