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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