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West Africa Alcoholic Beverages Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2019-2024

The impact of strong economic growth in Africa is evident in the growth of several industries. The alcohol market is one of the primary industries which has acquired newly-found prosperity in West Africa. A key trend observed in the region is a shift from locally brewed alcohol towards branded alcoholic drinks. According to IMARC’s latest report, titled “West Africa Alcoholic Beverages Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2019-2024”, the West Africa alcoholic beverages market reached a value of US$ 10.3 Billion in 2018.

One of the major factors augmenting the demand for alcoholic beverages in West Africa include growing preferences for branded alcoholic drinks due to the escalating disposable incomes of consumers. In addition to this, thriving foreign investments owing to easy availability of raw materials and cheap labour has further catalysed the market growth. Some of the other factors that are proliferating the demand for alcoholic beverages in the region include population growth, rising urbanization, changing demographics, increasing number of women drinkers and flourishing demand for flavoured alcoholic beverages.

Despite the presence of a number of driving forces, the West Africa alcoholic beverages market faces some challenges as well. Owing to the poor infrastructure, the distribution of alcoholic beverages in West Africa is unregulated. Apart from this, inadequate number of storage and transportation services act as other barriers in the growth of the alcoholic beverages market in the region. Moreover, home-brewed alcohol hinders the penetration of branded alcoholic beverages.

Market Summary:

  • Based on type, the market has been segmented as beer, wine, spirits and others. Currently, beer dominates the market, holding the largest share.
  • On the basis of packaging type, glass bottles represent the biggest segment, followed by tins, plastic bottles and others.
  • Based on distributional channel, open markets act as the largest segment on account of affordability and easy access. Open markets are followed by supermarkets/hypermarkets, hotels/ restaurants/bars, specialty stores and others.
  • Country-wise, the market has been segmented into Nigeria, Ghana, Burkina Faso, Cote d' Ivoire, Senegal and Republic of Benin. Amongst these, Nigeria is the leading market, accounting for the majority of the West African market share.
  • The competitive landscape of the market has also been examined with some of the key players being AB InBev, Diageo and Heineken.


This report provides a deep insight into the West Africa alcoholic beverages market covering all its essential aspects. This ranges from macro overview of the market to micro details of the industry performance, recent trends, key market drivers and challenges, SWOT analysis, Porter’s five forces analysis, value chain analysis, etc. This report is a must-read for entrepreneurs, investors, researchers, consultants, business strategists, and all those who have any kind of stake or are planning to foray into the alcoholic beverages market in any manner.

Key Questions Answered in This Report:

  • How has the West African alcoholic beverages market performed so far and how will it perform in the coming years?
  • What are the major countries in the West African alcoholic beverages market?
  • Which are the popular product types in the West African alcoholic beverages market?
  • What are the different packaging types in the West African alcoholic beverages market?
  • What are the major distributional channels in the West African alcoholic beverages market?
  • What are the price trends of alcoholic beverages?
  • What are the various stages in the value chain of the West African alcoholic beverages market?
  • What are the key driving factors and challenges in the West African alcoholic beverages market?
  • What is the structure of the West African alcoholic beverages market and who are the key players?
  • What is the degree of competition in the West African alcoholic beverages market?

1   Preface
2   Scope and Methodology

    2.1    Objectives of the Study
    2.2    Stakeholders
    2.3    Data Sources
        2.3.1    Primary Sources
        2.3.2    Secondary Sources
    2.4    Market Estimation
        2.4.1    Bottom-Up Approach
        2.4.2    Top-Down Approach
    2.5    Forecasting Methodology
3   Executive Summary
4   Introduction

    4.1    Overview
    4.2    Key Industry Trends
5   West Africa Alcoholic Beverages Market
    5.1    Market Overview
    5.2    Market Performance
        5.2.1    Volume Trends
        5.2.2    Value Trends
    5.3    Price Analysis
        5.3.1    Key Price Indicators
        5.3.2    Price Structure
        5.3.3    Price Trends
    5.4    Market Breakup by Product Type
    5.5    Market Breakup by Packaging Type
    5.6    Market Breakup by Distribution Channel
    5.7    Market Breakup by Region
    5.8    Market Forecast
    5.9    SWOT Analysis
        5.9.1    Overview
        5.9.2    Strengths
        5.9.3    Weaknesses
        5.9.4    Opportunities
        5.9.5    Threats
    5.10    Value Chain Analysis
        5.10.1    Overview
        5.10.2    Raw Material Procurement
        5.10.3    Manufacturing
        5.10.4    Marketing
        5.10.5    Distribution
        5.10.6    Exports
        5.10.7    Retailers
        5.10.8    End Use
    5.11    Porter’s Five Forces Analysis
        5.11.1    Overview
        5.11.2    Bargaining Power of Suppliers
        5.11.3    Bargaining Power of Buyers
        5.11.4    Degree of Rivalry
        5.11.5    Threat of New Entrants
        5.11.6    Threat of Substitutes
    5.12    Key Market Drivers and Success Factors
6   Market Breakup by Product Type
    6.1    Beer
        6.1.1 Market Trends
        6.1.2 Market Forecast
    6.2    Spirits
        6.2.1 Market Trends
        6.2.2 Market Forecast
    6.3    Wine
        6.3.1 Market Trends
        6.3.2 Market Forecast
    6.4    Others
        6.4.1 Market Trends
        6.4.2 Market Forecast
7   Market Breakup by Packaging Type
    7.1    Glass Bottles
        7.1.1 Market Trends
        7.1.2 Market Forecast `
    7.2    Tins
        7.2.1 Market Trends
        7.2.2 Market Forecast
    7.3    Plastic Bottles
        7.3.1 Market Trends
        7.3.2 Market Forecast
    7.4    Others
        7.4.1 Market Trends
        7.4.2 Market Forecast
8   Market Breakup by Distribution Channel
    8.1    Open Markets
        8.1.1 Market Trends
        8.1.2 Market Forecast
    8.2    Supermarkets/Hypermarkets
        8.2.1 Market Trends
        8.2.2 Market Forecast
    8.3    Hotels/Restaurants/Bars
        8.3.1 Market Trends
        8.3.2 Market Forecast
    8.4    Specialty Stores
        8.4.1 Market Trends
        8.4.2 Market Forecast
    8.5    Others
        8.5.1 Market Trends
        8.5.2 Market Forecast
9   Market Breakup by Country
    9.1    Nigeria
        9.1.1    Market Performance
        9.1.2    Market Breakup by Product Type
        9.1.3    Market Breakup by Packaging Type
        9.1.4    Market Breakup by Distribution Channel
        9.1.5    Competitive Landscape
        9.1.6    Market Forecast
    9.2    Cote d’Ivoire
        9.2.1    Market Performance
        9.2.2    Market Forecast
    9.3    Ghana
        9.3.1    Market Performance
        9.3.2    Market Forecast
    9.4    Burkina Faso
        9.4.1    Market Performance
        9.4.2    Market Forecast
    9.5    Republic of Benin
        9.5.1    Market Performance
        9.5.2    Market Forecast
    9.6    Senegal
        9.6.1    Market Performance
        9.6.2    Market Forecast
    9.7    Others
        9.7.1    Market Performance
        9.7.2    Market Forecast
10  Competitive Landscape
    10.1    Market Structure
    10.2    Key Players
11  West Africa Alcoholic Beverages Market: Procurement Chain Analysis
        11.1.1    Overview
        11.1.2    Smallholder Farmers
        11.1.3    Local Agents
        11.1.4    Nucleus Farmers
        11.1.5    Grain Company
        11.1.6    Local Consultant
        11.1.7    Financial Institution
        11.1.8    Breweries
12  Key Player Profiles
    12.1    Diageo Plc
    12.2    Heineken
    12.3    AB InBev
    12.4    Castel Group
    12.5    Kasapreko
    12.6    Tambour Original

List of Figures

Figure 1: West Africa: Alcoholic Beverage Market: Major Drivers and Challenges
Figure 2: West Africa: Alcoholic Beverage Market: Consumption Volume (in Million Hectoliters), 2011-2018
Figure 3: West Africa: Alcoholic Beverage Market: Sales Value (in Billion US$), 2011-2018
Figure 4: Alcoholic Beverages Production: Manufacturing Cost Breakup (in %)
Figure 5: Alcoholic Beverages: Price Structure Analysis (in US$/Litre)
Figure 6: Nigeria: Alcoholic Beverages Market Forecast: Average Price Trend of Beer (in US$/litre), 2019-2024
Figure 7: West Africa: Alcoholic Beverages Market: Breakup by Product Type (in %), 2018
Figure 8: West Africa: Alcoholic Beverages Market: Breakup by Packaging Type (in %), 2018
Figure 9: West Africa: Alcoholic Beverages Market: Breakup by Distribution Channel (in %), 2018
Figure 10: West Africa: Alcoholic Beverages Market: Breakup by Region (in %), 2018
Figure 11: West Africa: Alcoholic Beverages Market Forecast: Consumption Volume (in Million Hectoliters), 2019-2024
Figure 12: West Africa: Alcoholic Beverages Market Forecast: Sales Value (in Billion US$), 2019-2024
Figure 13: West Africa: Alcoholic Beverages Industry: SWOT Analysis
Figure 14: West Africa: Alcoholic Beverages Industry: Value Chain Analysis
Figure 15: West Africa: Alcoholic Beverages Industry: Porter’s Five Forces Analysis
Figure 16: West Africa: Beer Market (in Million Hectoliters), 2011 & 2018
Figure 17: West Africa: Beer Market Forecast (in Million Hectoliters), 2019-2024
Figure 18: West Africa: Spirits Market (in Million Hectoliters), 2011 & 2018
Figure 19: West Africa: Spirits Market Forecast (in Million Hectoliters), 2019-2024
Figure 20: West Africa: Wine Market (in Million Hectoliters), 2011 & 2018
Figure 21: West Africa: Wine Market Forecast (in Million Hectoliters), 2019-2024
Figure 22: West Africa: Other Alcoholic Beverages Market (in Million Hectoliters), 2011 & 2018
Figure 23: West Africa: Other Alcoholic Beverages Market Forecast (in Million Hectoliters), 2019-2024
Figure 24: West Africa: Alcoholic Beverages (Glass Bottles Packaging) Market: Consumption Volume (in Million Hectoliters), 2011 & 2018
Figure 25: West Africa: Alcoholic Beverages (Glass Bottles Packaging) Market Forecast: Consumption Volume (in Million Hectoliters), 2019-2024
Figure 26: West Africa: Alcoholic Beverages (Tins Packaging) Market: Consumption Volume (in Million Hectoliters), 2011 & 2018
Figure 27: West Africa: Alcoholic Beverages (Tins Packaging) Market Forecast: Consumption Volume (in Million Hectoliters), 2019-2024
Figure 28: West Africa: Alcoholic Beverages ((Plastic Bottles Packaging) Market: Consumption Volume (in Million Hectoliters), 2011 & 2018
Figure 29: West Africa: Alcoholic Beverages ((Plastic Bottles Packaging) Market Forecast: Consumption Volume (in Million Hectoliters), 2019-2024
Figure 30: West Africa: Alcoholic Beverages (Other Packaging) Market: Consumption Volume (in Million Hectoliters), 2011 & 2018
Figure 31: West Africa: Alcoholic Beverages (Other Packaging) Market Forecast: Consumption Volume (in Million Hectoliters), 2019-2024
Figure 32: West Africa: Alcoholic Beverages Market: Sales through Open Market (in Million Hectoliters), 2011 & 2018
Figure 33: West Africa: Alcoholic Beverages Market Forecast: Sales through Open Market (in Million Hectoliters), 2019-2024
Figure 34: West Africa: Alcoholic Beverages Market: Sales through Supermarkets/Hypermarkets (in Million Hectoliters), 2011 & 2018
Figure 35: West Africa: Alcoholic Beverages Market Forecast: Sales through Supermarkets/Hypermarkets (in Million Hectoliters), 2019-2024
Figure 36: West Africa: Alcoholic Beverages Market: Sales through Hotels/Restaurants/Bars (in Million Hectoliters), 2011 & 2018
Figure 37: West Africa: Alcoholic Beverages Market Forecast: Sales through Hotels/Restaurants/Bars (in Million Hectoliters), 2019-2024
Figure 38: West Africa: Alcoholic Beverages Market: Sales through Specialty Stores (in Million Hectoliters), 2011 & 2018
Figure 39: West Africa: Alcoholic Beverages Market Forecast: Sales through Specialty Stores (in Million Hectoliters), 2019-2024
Figure 40: West Africa: Alcoholic Beverages Market: Sales through Other Distribution Channels (in Million Hectoliters), 2011 & 2018
Figure 41: West Africa: Alcoholic Beverages Market Forecast: Sales through Other Distribution Channels (in Million Hectoliters), 2019-2024
Figure 42: Nigeria: Alcoholic Beverages Market: Consumption Volume (in Million Hectoliters), 2011-2018
Figure 43: Nigeria: Alcoholic Beverages Market: Breakup by Product Type (in %), 2018
Figure 44: Nigeria: Alcoholic Beverages Market: Breakup by Packaging Type (in %), 2018
Figure 45: Nigeria: Alcoholic Beverages Market: Breakup by Packaging Type (in %), 2018
Figure 46: Nigeria: Alcoholic Beverages Market: Breakup by Key Players (in %), 2018
Figure 47: Nigeria: Alcoholic Beverages Market Forecast: Consumption Volume (in Million Hectoliters), 2019-2024
Figure 48: Cote d’Ivoire: Alcoholic Beverages Market: Consumption Volume (in Million Hectoliters), 2011-2018
Figure 49: Cote d’ Ivoire: Alcoholic Beverages Market Forecast: Consumption Volume (in Million Hectoliters), 2019-2024
Figure 50: Ghana: Alcoholic Beverages Market: Consumption Volume (in Million Hectoliters), 2011-2018
Figure 51: Ghana: Alcoholic Beverages Market Forecast: Consumption Volume (in Million Hectoliters), 2019-2024
Figure 52: Burkina Faso: Alcoholic Beverages Market: Consumption Volume (in Million Hectoliters), 2011-2018
Figure 53: Burkina Faso: Alcoholic Beverages Market Forecast: Consumption Volume (in Million Hectoliters), 2019-2024
Figure 54: Republic of Benin: Alcoholic Beverages Market: Consumption Volume (in Million Hectoliters), 2011-2018
Figure 55: Republic of Benin: Alcoholic Beverages Market Forecast: Consumption Volume (in Million Hectoliters), 2019-2024
Figure 56: Senegal: Alcoholic Beverages Market: Consumption Volume (in Million Hectoliters), 2011-2018
Figure 57: Senegal: Alcoholic Beverages Market Forecast: Consumption Volume (in Million Hectoliters), 2019-2024
Figure 58: Others: Alcoholic Beverages Market: Consumption Volume (in Million Hectoliters), 2011-2018
Figure 59: Others: Alcoholic Beverages Market Forecast: Consumption Volume (in Million Hectoliters), 2019-2024
Figure 60: West Africa: Alcoholic Beverages Market: Breakup by Key Players (in %), 2018
Figure 61: West Africa: Alcoholic Beverages Market: Procurement Chain Analysis


List of Tables

Table 1: West Africa: Alcoholic Beverages Market: Key Industry Highlights, 2018 and 2024
Table 2: West Africa: Alcoholic Beverages Market Forecast: Breakup by Product Type (in Million Hectoliters), 2019-2024
Table 3: West Africa: Alcoholic Beverages Market Forecast: Breakup by Packaging Type (in Million Hectoliters), 2019-2024
Table 4: West Africa: Alcoholic Beverages Market Forecast: Breakup by Distribution Channel, 2019-2024
Table 5: West Africa: Alcoholic Beverages Market Forecast: Breakup by Region (in Million Hectoliters), 2019-2024
Table 6: Nigeria: Alcoholic Beverages Industry: Competitive Landscape
Table 7: Western Africa: Alcoholic Beverages Industry: Competitive Landscape
Table 8: West Africa: Alcoholic Beverages Market: Major Key Players
 

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