Alcoholic drinks sales are driven by the high popularity of beer among local consumers and tourists, while spirits and wine are gaining attention as aspirational drinks among young adults and/or a growing middle-class society. Despite a stricter approach to informal sales, the strong tradition for home-brew beer and artisanal spirits remains robust.
In 2022, Tanzania increased the minimum wage for both the government and private sectors. The minimum wage of government workers increased by almost one quarter, while the increase in the private sector depended on the area of business.
Alcohol consumption among young women in drinking age has grown fast in Tanzania. At the end of the review period, it was common for young women to go out for a drink alone in pairs or in a group of friends after working hours or over the weekend.
The cost of living was high in 2022 due to inflation, which exerted strong pressure on disposable incomes. This forced some consumers to opt for a cheap brand or illicit products.
There was a rebound in on-trade volume sales of alcoholic drinks in 2022, following strong declines in 2020 and 2021, although sales remained well below the 2019 pre-pandemic level. According to the Ministry of Health, over 94% of Tanzanians targeted by the government for COVID-19 vaccination have been vaccinated.
In 2022, the legal drinking age and legal purchasing age remained 18-years-old. Producers also feature the following warning on packaging: “Not for sale to persons under the age of 18”.
The alcoholic drinks industry is one of the largest sources of tax revenue for the Tanzanian treasury. Thus, high alcohol consumption is seen as beneficial to economic development.
All significant categories (cider/perry has a negligible market size) of alcoholic drinks are expected to register positive total volume growth over the forecast period. Beer and spirits are projected to see the highest total volume CAGRs, supported by the progress of local brands like Bongo Don, K-Vant and Hanson Choice.
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Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.See All of Our Definitions
This report originates from Passport, our Alcoholic Drinks research and analysis database.
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