Beer in Middle East and Africa

February 2021

Beer sales continued to record a healthy growth rate in 2019, with particularly dynamic performances seen in Nigeria and Cameroon. However, this has come to an abrupt halt in 2020, with the arrival of Coronavirus (COVID-19) resulting in a slump in sales throughout much of Middle East and Africa, particularly in the biggest markets, and South Africa in particular, with a return to positive growth only expected from 2022.

USD 1,325
Request More Information


This report comes in PPT.

Key findings

Beer recording healthy growth rates

For the third year in a row, beer recorded total volume sales growth of around 4% in 2019. While lager remains the main growth driver in the market, other beer types, such as stout or wheat beer, were also registering healthy sales increases. Even in countries with low or falling disposable incomes, consumers always have the option of buying cheaper products, such as economy lager, which helps maintain volume growth rates in the region.

Craft beer trend being seen across the region

Craft beer was a clear trend in a number of countries across the region in the latter part of the 2014-2019 period, helping add dynamism to the overall market with a number of new products. Drinkers bored with mainstream lagers or people completely new to the beer market are attracted by craft brewers’ ales, wheat beers, stouts etc. Craft beer addresses the demand for something different, also helping to make beer more premium and sophisticated, and offering players better margins than on the mainstream mid-priced lagers.

Flavoured/mixed lager boom in South Africa

Millennials’ changing preferences have been supporting the dynamic growth of flavoured/mixed lager in South Africa, with new product launches often positioned as unisex offerings. For example, the recently introduced Flying Fish Chill has lower levels of sugar and carbohydrates, making it appealing to anyone watching their weight, as well as those interested in general health issues. Hansa Golden Crisp, introduced towards the end of the historic period, was well received due to its light, easy-drinking nature and less bitter taste.

Economic impact of COVID-19

The pandemic has had a negative effect on beer sales in 2020, with its economic impact hitting consumers’ disposable incomes and on-trade closures decimating this channel’s sales. Growth will only return to positive territory from 2022.

Key findings
Middle East and Africa sales enjoying strong growth
Sales slump in 2020 due to COVID-19 will impact the 2019-2024 CAGR
Strong growth for Kenya over the historic period
Dip in South African sorghum sales hitting the dark beer performance
Lager continues to drive the overall market performance
Craft beer trend evident in a number of countries across the region
Food/drink/tobacco specialists continue to dominate distribution
Modern grocery retailers have a greater presence in the Middle East
High levels of concentration in national beer markets
Heineken adds share at the end of the 2014-2019 period
South Africa accounts for the bulk of Anheuser-Busch InBev sales
Heineken benefits from the strong sales of premium lager in Nigeria
Return to positive growth expected from 2022
COVID-19 to have a major impact on 2020 sales
Algeria: Market Context
Algeria: Competitive and Retail Landscape
Cameroon: Market Context
Cameroon: Competitive and Retail Landscape
Egypt: Market Context
Egypt: Competitive and Retail Landscape
Israel: Market Context
Israel: Competitive and Retail Landscape
Kenya: Market Context
Kenya: Competitive and Retail Landscape
Morocco: Market Context
Morocco: Competitive and Retail Landscape
Nigeria: Market Context
Nigeria: Competitive and Retail Landscape
Saudi Arabia: Market Context
Saudi Arabia: Competitive and Retail Landscape
South Africa: Market Context
South Africa: Competitive and Retail Landscape
Tunisia: Market Context
Tunisia: Competitive and Retail Landscape
United Arab Emirates: Market Context
United Arab Emirates: Competitive and Retail Landscape

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See All of Our Definitions


If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!