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Lebanon Food and Drink Report 2010
Business Monitor International, Jan 2010, Pages: 50
Lebanon Food and Drink Report provides industry professionals and strategists, corporate analysts, food and drink associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on Lebanon's food and drink industry.
One of the Middle East’s riskiest markets, Lebanon’s fast-moving-consumer-goods industries have struggled to attract significant investment. Lacking the high spending consumer base of the Gulf region and the long-term potential provided by a large population (Lebanon: only 4.2mn), the country is not an obvious market for diversifying regional food and drink firms. However, its alcoholic drinks industry sets it apart regionally as discussed in BMI’s recently published Lebanon Food & Drink Report for 2010. Lebanese consumers are among the most liberal in the Middle East. Possessing a fairly robust alcoholic drinks industry, which distinguishes it from most of the wider region, particularly the Gulf. Lebanon’s wine industry is particularly well regarded. Leading the wine segment is Château Ksara, which makes up about 30% of the domestic market. It is a prominent exporter with Syria and the UK among its most important markets. Not possessing the scale of top-tier wine exporters like South Africa, Lebanese winemakers like Château Ksara position themselves at the top end of the market.
Lebanon’s underdeveloped spirits industry continued to attract a steady flow of investment over the course of 2009 with the major development being US tequila producer Patr?n Spirits Company reaching an agreement with the domestic firm Khalil Fattal & Fils (KFF) to distribute its brands. KFF already distributes renowned brands like Jack Daniels and Rémy Martin.
Although not as established as wine, the beer industry continues to show promise with per capita annual consumption estimated to be between 4-5 litres, and despite this being low for a typical emerging market it still sets the benchmark regionally. Heineken-owned Brasserie Almaza leads the industry. Over the past year, Almaza has continued to develop its promising non-alcoholic beer portfolio, which currently accounts for about 10% of annual sales. Held back somewhat by seasonality (relatively little beer is consumed in the colder months), it is believed that about 70% of Heineken’s sales volumes are accounted for over the summer months. The presence of Heineken and investment by firms like Patr?n affirm Lebanon’s unique standing.
Lebanon’s flaky political risk profile notwithstanding, its macro economic outlook is fairly positive and conducive to alcoholic drinks growth. To 2018, GDP growth is expected to average 4.34% while per capita GDP is set to strengthen from US$7,100 to US$10,700, which should significantly bolster volume growth across the beer, spirits and wine segments.
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