Report Overview

2023

Base Year

2018-2023

Historical Year

2024-2032

Forecast Year

West Africa Alcoholic Beverages Market Outlook

The West Africa alcoholic beverages market size attained a value of USD 12.58 billion in 2023. The market is projected to grow in the forecast period of 2024-2032 at a CAGR of 5.3% to attain a value of around USD 20.00 billion by 2032.

Key Takeaways

  • Reportedly, beer is expected to be the most widely consumed alcoholic beverage.
  • The export of spirits from the U.S. to Ghana and Kenya declined in 2019 by 48.6 per cent and 40 percent, respectively.
  • The European Union has established its reign as the largest exporter of beer in the region.

Alcoholic beverage is a commonly consumed fermented drink containing ethanol (alcohol), a psychoactive substance that has a depressant effect on the central nervous system. These beverages are produced through the fermentation of sugars by yeasts or through the distillation of fermented products, resulting in a wide range of drinks with varying alcohol content.

The alcoholic beverages market in West Africa is experiencing significant growth, primarily fuelled by the increasing product demand for alcoholic beverages within the region. This expansion is further aided by the region's recovering economies, leading to higher GDPs and disposable incomes. The growing shifts in lifestyle due to rapid urbanisation, combined with the rising number of women consumers, are providing further impetus to the market growth.

West Africa Alcoholic Beverages Market

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Key Trends and Developments

The surge in craft beer popularity, growth in demand for premium spirits with rising incomes, health trends favouring low-alcohol options, and the growth of local brands are positively impacting the West Africa alcoholic beverages market growth

Date Event
Oct 4th 2023 Alomo Bitters, a popular Ghana-made herbal beer, was introduced by Kasapreko in Kenya, signifying the company’s expansion.
Oct 6th 2023 Diageo announced its plans to create a fully owned subsidiary to manage its spirits portfolio, including Johnnie Walker and Baileys, in West and Central Africa, moving away from utilising Guinness Nigeria for distribution.
Sep 21st 2023 Kasapreko, a Ghana-based company, announced its establishment in Kenya, with its two flagship gin and whiskey brands, Alomo Bitters and Alomo Gold.
Mar 17th 2023 South Africa's Competition Tribunal approved Heineken's acquisition of Distell Group and Namibia Breweries, enabling Heineken to establish a new entity in Africa.
Trend Description
Rising craft beer popularity Craft beers are increasingly gaining momentum in West Africa, with consumers increasingly seeking unique, locally brewed beers offering diverse flavours and artisanal quality.
Premiumisation of spirits Consumers are gradually shifting towards premium spirits, especially the younger generation, driven by rising disposable incomes and a growing preference for premium alcoholic beverages.
Health and wellness trends The emerging trend of low-alcohol and non-alcoholic beverages, as health-conscious consumers seek healthier alternatives without sacrificing social drinking experiences is expected to aid the market expansion.
Expansion of Local Brands Local brands are rapidly expanding by leveraging traditional flavours and ingredients to cater to the domestic preference for culturally resonant alcoholic drinks.

West Africa Alcoholic Beverages Market Trends

The increasing population, along with the presence of a significant number of potential younger consumers, is driving the market in the region. The market growth is also being supported by the growing premiumisation and a rising shift from locally brewed to branded products in the region. The market is further being catalysed by the easy availability of raw materials and access to cheap labour.

The West Africa alcoholic beverages market expansion can be attributed to the presence of major international corporations such as Heineken, AB InBev, and Diageo. Additionally, the increase in Foreign Direct Investment (FDI) flows into the region is playing a significant role in propelling the market forward.

The projected expansion of local enterprises within West Africa is expected to further bolster the market growth in the upcoming years. However, the lack of sufficient transportation and storage facilities may serve as further obstacles to the market’s development in the region.

West Africa Alcoholic Beverages Market By Packaging Type

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Market Segmentation

“West Africa Alcoholic Beverages Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

Market Breakup Categories
Product Type Beer, Spirits, Wine, Others
Packaging Type Glass Bottles, Tins, Plastic Bottles, Others
Distribution Channel Open Markets, Supermarkets/Hypermarkets, Hotels/Restaurants/Bars, Speciality Stores, Others
Region Nigeria, Cote d’Ivoire, Ghana, Burkina Faso, Republic of Benin, Senegal, Others

The rising presence of international players has significantly propelled the demand for beer in the region

Beer dominates the West Africa alcoholic beverages market share. The segment in the region is being driven by the rising GDPs and the growing premiumisation of the product.

Investments by major global players and the emergence of local players are expected to drive the West Africa beer market growth. Meanwhile, although slow, wine is expected to rise in demand owing to a noticeable shift in consumer preferences towards more sophisticated and diverse alcoholic options. Furthermore, increasing focus on collaboration with international players is expected to aid the expansion of the market.

Glass is expected to be the most prevalent form of packaging in the coming years owing to its recyclability and aesthetics

Glass bottles are the most widely utilised packaging for alcoholic beverages. Glass bottles are preferred for their ability to preserve the flavour and quality of the beverage for a long period without changing its chemical combination. Moreover, glass can be easily recycled and reused, which is advantageous for companies to meet environmental regulations.

Meanwhile, tins (aluminium cans) and plastic bottles are likely to be used widely in many regions, including West Africa, due to their lightweight nature, lower cost, and convenience.

West Africa Alcoholic Beverages Market By Region

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Competitive Landscape

Major players in the West Africa alcoholic beverages market are increasingly establishing partnerships with global players

Company Founded Headquarters Portfolio
Diageo Plc 1997 London, England Over 200 brands across spirits and beer categories, including Johnnie Walker, Smirnoff, Baileys, and Guinness
The Heineken Company 1864 Amsterdam, Netherlands Over 300 international, regional, local, and speciality beers and ciders, including its flagship beer, Heineken
AB InBev 2008 Leuven, Belgium Over 500 beer brands, including globally renowned brands Budweiser, Stella Artois, and Corona
Kasapreko 1989 Accra, Ghana Wide range of alcoholic and non-alcoholic beverages, including its flagship product, Alomo Bitters

Major beverage manufacturers in the West Africa alcoholic beverages market are increasingly partnering with global brands, such as Heineken. Acquisitions and partnerships between international and local companies are expected to increase the investments brought into the region. This synergy can lead to enhanced product offerings, improved distribution capabilities, and more efficient production processes, ultimately expanding the market reach of both international and local brands.

West Africa Alcoholic Beverages Market Analysis by Region

Nigeria is the leading regional market for alcoholic beverages in West Africa. The regional market is being driven by the rising urbanisation and growing employment rates. The growing consumption of alcohol during social occasions is expected to propel the growth of the West Africa alcoholic beverages market.

Key Highlights of the Report

REPORT FEATURES DETAILS
Base Year 2023
Historical Period 2018-2023
Forecast Period 2024-2032
Scope of the Report

Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:

  • Product Type
  • Packaging Type
  • Distribution Channel
  • Region
Breakup by Product Type
  • Beer
  • Spirits
  • Wine
  • Others
Breakup by Packaging Type
  • Glass Bottles
  • Tins
  • Plastic Bottles
  • Others
Breakup by Distribution Channel
  • Open Markets
  • Supermarkets/Hypermarkets
  • Hotels/Restaurants/Bars
  • Specialty Stores
  • Others
Breakup by Region
  • Nigeria
  • Côte d’Ivoire
  • Ghana
  • Burkina Faso
  • Republic of Benin
  • Senegal
  • Others
Market Dynamics
  • SWOT Analysis
  • Porter's Five Forces Analysis
  • Key Indicators for Demand
  • Key Indicators for Price
Competitive Landscape
  • Market Structure
  • Company Profiles
    • Company Overview
    • Product Portfolio
    • Demographic Reach and Achievements
    • Certifications
Companies Covered
  • Diageo Plc
  • The HEINEKEN Company
  • AB InBev
  • Kasapreko
  • Others
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*

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Key Questions Answered in the Report

In 2023, the market reached a value of USD 12.58 billion.  

The market for alcoholic beverages in West Africa is projected to grow at a CAGR of 5.3% between 2024 and 2032.

The market is estimated to witness a healthy growth in the forecast period of 2024-2032 to reach around USD 20 billion by 2032. 

The major drivers of the market are rising disposable incomes, increasing population, growing investments, changing demographics, and an increasing shift towards branded products.

Increasing FDI flows in the region, rising popularity of alcoholic beverages, and the expansion of local players are the major trends propelling the growth of the market.

The major countries for the alcoholic beverages market in West Africa are Nigeria, Cote d’Ivoire, Ghana, Burkina Faso, Republic of Benin, and Senegal, among others.

The various product types of alcoholic beverages in the market are beer, spirits, and wine, among others.

The different packaging types of alcoholic beverages in the market are glass bottles, tins, and plastic bottles, among others.

Distribution channels for alcoholic beverages in West Africa include open markets, supermarkets/hypermarkets, hotels/restaurants/bars, and specialty stores, among others. 

The key players in the market are Diageo Plc, The Heineken Company, AB InBev, and Kasapreko, among others.

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