Executive Summary

Jul 2019
Youngsters of legal drinking age remain the primary purchasers of alcoholic drinks

The population of young men and women is seeing fast growth in Saudi Arabia and with the increased use of social media and influence of Western lifestyles, youngsters of legal drinking age are the key drivers in the sales of non/low alcohol beer in the Kingdom. Factors like increasing Saudisation and rising levels of female employment provide ample support and advantages to this area of the industry due to higher disposable incomes and a sense of trying out new exotic flavours and formats.

Fruit and sweet flavours most popular in 2018

In Saudi Arabia, the leading brands have a variety of fruit and sweet flavoured non/low alcohol beer, and these are the products that are most popular. Moussy, the leading brand, is marketed as a refined and classy drink, offering new and unique flavours, and stands out as a unique product among its competitors in non-alcoholic cocktails.

Carlsberg continues to lead alcoholic drinks in 2018 owing to popularity of Moussy

Carlsberg maintained its leading position in alcoholic drinks at GBO level in 2018, owing to the popularity of its Moussy brand. Moussy is widely available in all major and minor retail channels.

Supermarkets/hypermarkets remains the main distribution channel in 2018

Supermarkets and hypermarkets remained the key distribution channels for non-alcoholic beer in 2018. The number of these modern grocery retail outlets is on the rise.

Weak growth expected over the forecast period

Owing to the economic crunch, resulting in lower oil prices, and price hikes like the SUGAR TAX (post December 2019), growth is expected to be weaker over the forecast period. In addition, the dependent fees will be doubled in 2020, so it is expected that there will be a further exodus of expatriates from the country, resulting in a hit to sales.

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Alcoholic Drinks in Saudi Arabia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Saudi Arabia 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 Saudi Arabia, 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 Saudi Arabia for free:

The Alcoholic Drinks in Saudi Arabia 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
  • 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 Saudi Arabia?
  • What are the major brands in Saudi Arabia?
  • 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.

Alcoholic Drinks in Saudi Arabia

EXECUTIVE SUMMARY

Youngsters of legal drinking age remain the primary purchasers of alcoholic drinks
Fruit and sweet flavours most popular in 2018
Carlsberg continues to lead alcoholic drinks in 2018 owing to popularity of Moussy
Supermarkets/hypermarkets remains the main distribution channel in 2018
Weak growth expected over the forecast period

MARKET BACKGROUND

Legislation
Advertising
Smoking ban
On-trade establishments
Table On-trade establishments by type 2013-2018

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Beer in Saudi Arabia

HEADLINES

PROSPECTS

Non/low alcohol beer to grow over the forecast period
Marketing activities and promotions to boost sales growth in the future
Companies to acclimatise to compete with non-alcoholic soft drinks

COMPETITIVE LANDSCAPE

Carlsberg continues to lead in 2018
New entrants in non/low alcohol beer
Companies to innovate in pack sizes and flavours in a bid to diversify

CATEGORY BACKGROUND

Lager price band methodology
Summary 2 Lager by Price Band 2018

CATEGORY DATA

Table 17 Sales of Beer by Category: Total Volume 2013-2018
Table 18 Sales of Beer by Category: Total Value 2013-2018
Table 19 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 20 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 25 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 26 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 27 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 28 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 29 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in Saudi Arabia

PROSPECTS

Rtds in Saudi Arabia

PROSPECTS

Spirits in Saudi Arabia

PROSPECTS

Wine in Saudi Arabia

PROSPECTS