Competitive Landscape
Smirnoff Ice and Bacardi Breezer Maintain Lead through Brand Loyalty
The RTDs area in Oman remains highly concentrated, with Diageo Plc leading through its Smirnoff Ice brand in the spirit-based RTDs space. Smirnoff Ice and Bacardi Breezer remain the undisputed leaders, a position underpinned by their strong association with globally established spirits brands—Smirnoff in vodka and Bacardi in rum—which drives consumer preference, especially among expatriates who favour these products as top choices in RTDs.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in Oman 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.
If you're in the RTDs industry in Oman, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The RTDs in Oman 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 RTDs in Oman?
- Where is consumer demand for RTDs 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 Oman?
- How are products distributed in Oman?
- 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?
Rtds in Oman - Category analysis
Key Data Insights
Rtds Summary
Spirit-Based Drinks Dominate as Value Perception Limits Wider Uptake
Bacardi Breezer and High Water Innovate but Face Limited Success
Strict Regulations and Cocktail Culture Constrain Brand-Led Growth
Smirnoff Ice and Wkd Target New Arrivals but Face Pricing Hurdles
Smirnoff Ice and Bacardi Breezer Maintain Lead through Brand Loyalty
Food/Drink/Tobacco Specialists Sustains Steady Rtds Retail Sales
On-Trade Consumption Drives Limited Retail Channel Diversification
Alcoholic Drinks in Oman - Industry Overview
2025 Developments
Key Data Insights
High-Income Expatriates Drive Premium Spirits While Middle-Income Shift to Value Options
Non Alcoholic Beer Dominates Sales as New Brands Broaden Appeal
Premium Whisky and Vodka Gain Traction among Affluent Expatriates as Value Seekers Trade Down
Expatriate Inflows and Tourism Fuel Rising Demand Despite Regional Disruption
Beer to Retain Leadership as Spirits and New World Wines Diversify Consumption
Shipping Disruption and Inflation Challenge Supply but Drive Resilience Strategies
New Entrants Diversify Beer and Spirits
New Product Launches Target Expatriates and Broaden Appeal with Innovative Flavours
Hypermarkets Gains Leadership as Non Alcoholic Beer Drives Footfall
Food/Drink/Tobacco Specialists Attracts Expatriate Demand as Wine Diversifies
Regulatory Barriers Keep E-Commerce Marginal Despite Global Trends
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Country Reports Disclaimer
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsWhy 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 report originates from Passport, our RTDs research and analysis database.
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