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#StPatricksDay: Who rules the stout market?

International

Johannesburg – Data provided by market research provider Euromonitor International shows that Guinness is still the top stout player.

However, Euromonitor International, notes this brand – popular on St Patrick’s Day – saw its brand share drop from 57.7 percent in 2010 to 50.5 percent in 2015.

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General view of a pint of Guinness during the Cheltenham Festival

It adds the UK is still the largest market for Guinness, although it registered a decline.

Euromonitor’s research shows that, unlike the declining global beer market, stout consumption is growing to reach 2.2 billion liters in 2020.

This consumption, it says, is being driven by China, where use of the product has increased from 9.7 million liters in 2010 to 130 million in 2015, and is forecasted to reach 566 million liters in 2020.

However, the US represents the largest market for stout consumption, almost doubling from 173 million liters in 2010 to 315.4 million liters in 2020.

The UK represents the largest European market for stout consumption and second globally, although a decline has been registered in the past five years and is projected to continue by 2020.

Looking at the top ten markets, it notes four African countries appear in the top ten: Nigeria ranks thirds but registers a decline due to economic headwinds, while Cameron, South Africa and Kenya all register growth.

Ireland remains the top country for per capita consumption of stout, despite the decline from 36 liters per capita in 2010 to 27.8 in 2015 to 26.5 in 2020

Analyst Anna Ward notes, “in 2015, global beer volume growth turned negative for the first time in over a decade.

However, stout’s performance has been positive since 2014, following years of marginal growth. The category’s progress in China was the major reason for this improvement, as sustained double-digit growth in the country has raised volumes to a level that has global implications.”

Ward adds “stout is abundant in the US craft beer market. Total volumes of stout in the US rose by 7 percent in 2015, making a significant contribution to global growth. Although craft beers are predominantly ales, seasonal beers found in the winter are often stouts or porters, which are helping to make the US the largest stout market globally.”

In Nigeria, which was the third largest stout market in 2015, macroeconomic headwinds have been pushing consumers away from stout towards typically cheaper lager, says Ward.

“In line with beer in general, stout volumes in the UK and Ireland showed a slight decrease in 2015. Stout sales are biased towards the on-trade, where consumption rates have been affected by fairly stagnant disposable incomes and financial insecurity.”

BUSINESS REPORT ONLINE

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