Johannesburg
– Data provided by market research provider Euromonitor International shows
brand – popular on St Patrick’s Day – saw its brand share drop from 57.7
percent in 2010 to 50.5 percent in 2015.
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.”
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