Alcoholic Drinks in South Africa

May 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in South Africa report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Alcoholic Drinks in South Africa?
  • Where is consumer demand for Alcoholic Drinks focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in South Africa?
  • How are products distributed in South Africa?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

Alcoholic Drinks in South Africa

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025 Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age Drink-driving Advertising Smoking ban Opening hours On-trade establishments Table 1 Number of On-trade Establishments by Type 2015-2020

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

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

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in South Africa

KEY DATA FINDINGS

2020 IMPACT

Ban on alcoholic drinks decimates beer performance in 2020
Unisex beers on the rise
Competitive landscape still dominated by The South African Breweries

RECOVERY AND OPPORTUNITIES

Performance to remain depressed while sales restrictions linger
Dipping purchasing power favours standard lager, while non-alcoholic beer has promising future
Consumers predicted to keep pursuing lighter and more sophisticated beers

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2020 Table 18 Number of Breweries 2015-2020

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2015-2020 Table 20 Sales of Beer by Category: Total Value 2015-2020 Table 21 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 22 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 24 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 27 Sales of Beer by Craft vs Standard 2015-2020 Table 28 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 29 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 30 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 31 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 32 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in South Africa

KEY DATA FINDINGS

2020 IMPACT

Ban on alcoholic drinks in 2020 hits players large and small
More women raising a glass
Distell is clear leader in wine

RECOVERY AND OPPORTUNITIES

Off-trade channel to lead road to recovery
Sparkling wine and rosé wine to increasingly capture the imagination
More moderation in drinking opens opportunities for non- or low-alcohol wine

CATEGORY DATA

Table 35 Sales of Wine by Category: Total Volume 2015-2020 Table 36 Sales of Wine by Category: Total Value 2015-2020 Table 37 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 38 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 40 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020 Table 44 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020 Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020 Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020 Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020 Table 50 GBO Company Shares of Champagne: % Total Volume 2016-2020 Table 51 NBO Company Shares of Champagne: % Total Volume 2016-2020 Table 52 LBN Brand Shares of Champagne: % Total Volume 2017-2020 Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020 Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020 Table 59 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 60 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in South Africa

KEY DATA FINDINGS

2020 IMPACT

Pandemic interrupts gin’s strong momentum, but local and non-alcoholic spirits make good gains as South Africa bans alcohol sales
Lockdown compounds dip in demand for brandy
Little if any shift to retail from on-trade during 2020

RECOVERY AND OPPORTUNITIES

Non-alcoholic spirits heading towards the mainstream, while whiskies will see slow recovery
Increasing consumer interest in craft offerings to boost overall spirits
Greater consciousness of intake to propel non- and low-alcoholic spirits beyond pandemic

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2020

CATEGORY DATA

Table 63 Sales of Spirits by Category: Total Volume 2015-2020 Table 64 Sales of Spirits by Category: Total Value 2015-2020 Table 65 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 66 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020 Table 72 Sales of White Rum by Price Platform: % Total Volume 2015-2020 Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020 Table 74 Sales of English Gin by Price Platform: % Total Volume 2015-2020 Table 75 Sales of Vodka by Price Platform: % Total Volume 2015-2020 Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020 Table 77 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 78 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 79 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 80 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 81 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in South Africa

KEY DATA FINDINGS

2020 IMPACT

Hunter’s at the forefront of non-alcoholic arrivals in cider/perry
Growing consumer emphasis on new flavours influences NPD
Distell’s innovation sees it fare better than most during alcohol ban

RECOVERY AND OPPORTUNITIES

Non-alcoholic or lighter cider/perry likely to make further gains
Craft ciders retain rich potential despite impact of pandemic
Tangible pick-up in category performance unlikely until 2022

CATEGORY DATA

Table 84 Sales of Cider/Perry: Total Volume 2015-2020 Table 85 Sales of Cider/Perry: Total Value 2015-2020 Table 86 Sales of Cider/Perry: % Total Volume Growth 2015-2020 Table 87 Sales of Cider/Perry: % Total Value Growth 2015-2020 Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020 Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020 Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020 Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020 Table 95 Forecast Sales of Cider/Perry: Total Volume 2020-2025 Table 96 Forecast Sales of Cider/Perry: Total Value 2020-2025 Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025 Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in South Africa

KEY DATA FINDINGS

2020 IMPACT

Strong momentum of RTDs halted abruptly by pandemic
Consumer trend for fruitier flavours propels popularity of wine-based RTDs
The top two consolidate their shares despite sales decreases

RECOVERY AND OPPORTUNITIES

More non-alcoholic versions predicted, while wine-based RTDs set to return to buoyant performance
Producers predicted to become craftier again
Wine-based RTDs poised for quickest recovery

CATEGORY DATA

Table 99 Sales of RTDs by Category: Total Volume 2015-2020 Table 100 Sales of RTDs by Category: Total Value 2015-2020 Table 101 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 102 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 107 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 108 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 109 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 110 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 111 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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