Middle East & Africa Beer Market Outlook, 2028

The MEA region is home to diverse expatriate communities from around the world. It also includes beer-drinking cultures. The MEA region attracts a significant number of tourists, and the hospitality industry plays a vital role in shaping the beer market culture. Hotels, resorts, bars, and restaurants cater to both local and international visitors, offering a range of beer options to suit different preferences. These establishments often showcase a mix of local, regional, and international beer brands to provide a diverse selection for tourists. Dates, a fruit commonly found in the Middle East and parts of Africa, have been used in brewing beer. They can be added to the brewing process to impart flavors and sweetness to the beer, creating unique and regional variations. In certain Middle Eastern and African countries, beer consumption is associated with specific cultural traditions and events. For instance, during Ramadan, the Islamic holy month, the consumption of alcohol is strictly prohibited in many countries. However, beer consumption may increase during festive periods outside of Ramadan. The region has seen a rise in the craft beer movement. Independent breweries are emerging, offering unique and artisanal beers with a focus on quality ingredients and innovative flavors. This trend caters to a growing consumer demand for more diverse and locally brewed beer options.

According to the research report Middle East and Africa Beer Market Outlook, 2028, the market is projected to reach a market size of more than USD 19 Billion by 2028. Standard beers are generally more affordable and accessible to a wider range of consumers, making them the preferred choice for everyday consumption. Premium beers often come with a higher price point, making them more suitable for special occasions or individuals with higher disposable income. Standard beers tend to have a larger market share and a broader distribution network in the MEA region. They are often produced by large multinational breweries that have invested heavily in distribution infrastructure and marketing, making them more readily available to consumers. In the MEA region, bottled beer tends to be preferred over canned beer. Bottled beer is often associated with higher quality and premium offerings. Many consumers perceive bottled beer as fresher and better-tasting compared to canned beer. In some countries within the MEA region, there is a cultural preference for bottled beverages. Bottled drinks, including beer, are seen as more traditional and prestigious, which can influence consumer preferences. Macro breweries have historically dominated the beer market in the region. Due to their larger production capacities, established brands, and wider distribution networks. These macro breweries produce mass-market beers that cater to a broader consumer base and often offer more affordable options. Heineken, Stella Artois, Budweiser, Corona, Castle Lager, and Castle Lite are brands providing beer.

Lager beer is generally the most popular beer type in the MEA region. It is known for its crisp and refreshing qualities, making it a popular choice, especially in hot climates. Light and medium-bodied lagers are often preferred for their easy-drinking nature. Additionally, with the growing interest in craft beer, there is a rise in the popularity of more diverse beer styles, including India Pale Ales (IPAs), sour beers, and experimental brews. Large chain supermarkets are a common sales channel for beer. These retail outlets offer a wide range of beer brands and varieties, catering to different consumer preferences. It includes Carrefour, Lulu Hypermarket, Spinneys, Geant Hypermarket, and Al Meera. General e-commerce platforms such as Souq.com (now Amazon.ae), Jumia, and Noon.com often have dedicated sections for alcoholic beverages, including beer. These platforms allow consumers to browse and purchase beer online and have it delivered to their doorstep. Some online platforms specialize in selling beer and other craft beverages. Websites like Drinkies (operated by Heineken) and Drinkies.ma (operated by Brasseries du Maroc) offer a wide selection of beers for delivery in select countries within the MEA region. Beer subscription services have gained popularity in the MEA region, offering curated selections of craft beers delivered to subscribers on a regular basis. Examples include Beer52, Beer Boutique, and The Beer Lab, which operate in various MEA countries.

South Africa is often considered one of the leading countries in terms of the beer market. South Africa has a well-established beer culture and a significant beer market size compared to other countries in the region. It is home to major breweries and popular beer brands, such as SABMiller (now part of Anheuser-Busch InBev) and Castle Lager. The country also hosts numerous beer festivals and events throughout the year, showcasing a wide selection of local and international beers. These gatherings attract beer enthusiasts and provide a platform for breweries to showcase their products, fostering a vibrant beer culture. South Africa's beer industry has also contributed to beer tourism. Visitors can explore beer routes, visit breweries, and engage in beer-related experiences. Popular beer tourism destinations include the Western Cape and the Eastern Cape provinces, where scenic landscapes and local beer culture converge. Other countries in the MEA region, such as Nigeria, Egypt, Kenya, and Ethiopia, also have sizable beer markets and significant players in the industry. Market dynamics and dominance can shift based on factors such as population size, economic development, cultural preferences, and the regulatory environment within each country.

Many countries in the MEA region require a license to produce, import, distribute, or sell alcoholic beverages, including beer. These licenses are issued by government authorities and often come with specific requirements and regulations that businesses must adhere to. In most MEA countries, there are legal age restrictions for purchasing and consuming alcoholic beverages, including beer. The legal drinking age can vary between 18 and 21 years old, depending on the specific country. Several countries in the MEA region have predominantly Muslim populations, and their governments enforce stricter regulations on alcohol due to Islamic law. In some cases, alcohol consumption may be completely prohibited or heavily restricted. The MEA region encompasses diverse cultures and religions, and some countries have conservative cultural and religious norms that discourage or prohibit the consumption of alcohol, including beer. This can impact the size of the market and demand for beer in certain areas. The vast geographical size of the MEA region, coupled with diverse market conditions, can present logistical challenges for breweries and distributors. Developing efficient distribution networks, managing transportation and storage, and ensuring timely delivery can be complex, especially in remote or underdeveloped areas. The beer market in the MEA region is highly competitive, with both domestic and international players vying for market share. Established brands, as well as the emergence of craft breweries, can lead to market saturation and intensify competition.

Considered in this report

• Geography: Middle East and Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Middle East and Africa Beer market with its value and forecast along with its segments
• Country-wise Beer Market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:

• United Arab Emirates
• Saudi Arabia
• South Africa

By Product Types:

• Lager
• Ale
• Stout & Porter
• Malt
• Others(pilsner, hard seltzer, kegs, porter)

By Category:

• Standard Beer
• Premium Beer

By Packaging:

• Bottle
• Cann

By Production:

• Macro Brewery
• Micro Brewery
• Craft Brewery

By Distribution Channel:

• On Trade
• Off Trade

By Beverages Type:

• Alcoholic
• Non- Alcoholic

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience:

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Beer industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.