Alcoholic Drinks in Iran

  • ID: 617449
  • Report
  • Region: Iran
  • 27 Pages
  • Euromonitor International
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The alcoholic drinks market in Iran comprises only non-alcoholic beer as Islamic law forbids the consumption, manufacture and sale of alcohol in any form. Such regulations have created very strong demand for non-alcoholic beer. Anti-smuggling initiatives from the Iranian government, coupled with health awareness campaigns regarding the side effects of carbonates, further boosted demand in 2016.

The Alcoholic Drinks in Iran report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2012-2016), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2021 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs/High-Strength Premixes, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Alcoholic Drinks market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
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ALCOHOLIC DRINKS IN IRAN

August 2017

List of Contents and Tables:

Executive Summary
Non-alcoholic Beer Remains the Only Available Product in 2016
Falling Purchasing Power As A Result of General Economic Stagnation Hampers Growth in 2016
Leadership of Behnoush Challenged by the Widespread Activities of Its Competitors
the Off-trade Accounts for the Majority of Sales But Is Once Again Outperformed by the On-trade in 2016
Healthy Growth Predicted Over the Next Five Years If the Political and Economic Situation Improves
Market Background
Legislation
Taxation and Duty Levies
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2016
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2016
Table 3 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2016
Operating Environment
Contraband/parallel Trade
Duty Free
Cross-border/private Imports
Key New Product Launches
Summary 1 Key New Product Developments 2016
Market Indicators
Table 4 Retail Consumer Expenditure on Alcoholic Drinks 2011-2016
Market Data
Table 5 Sales of Alcoholic Drinks by Category: Total Volume 2011-2016
Table 6 Sales of Alcoholic Drinks by Category: Total Value 2011-2016
Table 7 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2011-2016
Table 8 Sales of Alcoholic Drinks by Category: % Total Value Growth 2011-2016
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2016
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2016
Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2016
Table 12 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2016
Table 13 GBO Company Shares of Alcoholic Drinks: % Total Volume 2012-2016
Table 14 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2011-2016
Table 15 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2016
Table 16 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2016-2021
Table 17 Forecast Sales of Alcoholic Drinks by Category: Total Value 2016-2021
Table 18 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021
Table 19 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021
Definitions
Published Data Comparisons
Sources
Summary 2 Research Sources
Arpanoosh Co in Alcoholic Drinks (iran)
Strategic Direction
Key Facts
Summary 3 Arpanoosh Co: Key Facts
Competitive Positioning
Summary 4 Arpanoosh Co: Competitive Position 2016
Behnoush Iran Co in Alcoholic Drinks (iran)
Strategic Direction
Key Facts
Summary 5 Behnoush Iran Co: Key Facts
Summary 6 Behnoush Iran Co: Operational Indicators
Competitive Positioning
Summary 7 Behnoush Iran Co: Competitive Position 2016
Sirang Koohrang Co in Alcoholic Drinks (iran)
Strategic Direction
Key Facts
Summary 8 Sirang Koohrang Co: Key Facts
Competitive Positioning
Summary 9 Sirang Koohrang Co: Competitive Position 2016
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Category Background
Table 20 Number of Breweries 2011-2015
Category Data
Table 21 Sales of Beer by Category: Total Volume 2011-2016
Table 22 Sales of Beer by Category: Total Value 2011-2016
Table 23 Sales of Beer by Category: % Total Volume Growth 2011-2016
Table 24 Sales of Beer by Category: % Total Value Growth 2011-2016
Table 25 Sales of Beer by Off-trade vs On-trade: Volume 2011-2016
Table 26 Sales of Beer by Off-trade vs On-trade: Value 2011-2016
Table 27 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2011-2016
Table 28 Sales of Beer by Off-trade vs On-trade: % Value Growth 2011-2016
Table 29 GBO Company Shares of Beer: % Total Volume 2012-2016
Table 30 NBO Company Shares of Beer: % Total Volume 2012-2016
Table 31 LBN Brand Shares of Beer: % Total Volume 2013-2016
Table 32 Production, Imports and Exports of Beer: Total Volume 2010-2015
Table 33 Forecast Sales of Beer by Category: Total Volume 2016-2021
Table 34 Forecast Sales of Beer by Category: Total Value 2016-2021
Table 35 Forecast Sales of Beer by Category: % Total Volume Growth 2016-2021
Table 36 Forecast Sales of Beer by Category: % Total Value Growth 2016-2021
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Iran bans alcoholic drinks

Following the Islamic revolution in Iran in 1979 the government issued a ban on the sale and consumption of alcoholic drinks. The Iranian police strictly enforce this law and breaking it results in punishment decided by the Islamic court. At the beginning of the Islamic Revolution persons selling or consuming alcoholic drinks were punished by flagellation. By the end of the review period the punishment has changed to financial penalties for consumption and jail for the sale of alcoholic drinks. The Iranian state does not accept the sale of alcoholic drinks to tourists or foreigners.

The strong demand encourages under-the-counter sales

Although the sale or consumption of alcoholic drinks is strictly forbidden by the state, there is a huge demand for such products. The number of 15-64 year-old people in Iran has reached over 48 million, which indicates the strong potential for illegal sales of alcoholic drinks. According to official statistics, the number of illegal importers is increasing year-on-year. Alcohol is commonly imported from neighbouring countries such as Iraq, Armenia, and Afghanistan. Moreover, alcohol can easily be purchased in boundary cities of Iran.
Beer is the most popular alcoholic drink available under the counter through supermarkets/hypermarkets and independent food stores in more affluent areas. Moreover, it is widely recognised that beer is commonly consumed during student parties and other social gatherings. Most of these products enter Iran via its northern boundaries and in terms of pricing they are more affordable than other types of alcoholic drinks.

Behnoush Iran Co dominates legal beer in Iran

Non-alcoholic beer is highly developed and established in Iran. It benefits from the very active performance of Behnoush Iran Co, a local manufacturer holding the majority of volume sales of non-alcoholic beer. Although young Iranians are the company’s main target group it also tries to tap into other demographics by promoting non-alcoholic beer and malt drinks as good beverages for pregnant women.

The government increases its efforts to control the illegal import of alcoholic drinks

The Iranian government struggles to keep the illegal import of alcoholic drinks under control. The increase in contraband forced the government to introduce a new anti-smuggling programme in 2007. The new measures include increased audit controls on Iran’s borders and police surveillance of railways and roads. This programme proved successful to a certain extent, as many smugglers were afraid to continue the practice of hiding alcoholic drinks among other goods.

The illegal production of alcohol results in a high number of casualties

The demand for alcoholic drinks has increased in spite of the official ban. This demand has encouraged the production of alcohol in local workshops. It is common to refill the bottles of branded products with illegally produced alcohol and sell them as original products. This illegal supply of alcoholic drinks contains harmful substances and it results in a high number of victims each year. According to national statistics, in 2007 alone, 23 people died after consuming such products and 71 people became blind due to the high density of ethanol in illegally manufactured alcohol.
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