The global malt beverage industry expanded by 42% over the past five years, with the Middle East and Africa experiencing the strongest growth. Those are the findings of a new report from research group Canadean.
The monopoly that unfermented, clear malt has in the Middle East and North Africa (MENA) has made the region “the fastest growing market for clear malt beverages with a growth rate of 76% and volumes almost doubling over the last five years”.
The group also found that clear malt was becoming more popular in Africa: the market grew by 62% over the last five years, with Nigeria responsible for 74% of all malt sales on the continent.
Conversely, sales have been slowing in Latin America, where dark malt has traditionally been more popular. According to Canadean beverage analyst Michael Ramsell, the market’s stagnation could be due to “the poor economic performance” of Venezuela and Colombia, which accumulatively account for more than two thirds of the region’s malt consumption.
Ramsell also claimed that innovation was the key to sustaining growth: “In markets as restricted as the MENA markets, manufacturers need to innovate to keep consumers interested,” he said.
“Malt brands will stay innovative by offering clear malt in a diverse range of flavours such as peach, pomegranate and raspberry. Such flavours are already offered by Fayrouz and Moussy, regional malt brands owned by Heineken and Carlsberg.
“Dark malt drinks dominate the [Africa] region and are marketed at children and working class consumers who prefer sweet tasting beverages. However, clear malts have become more popular, after being introduced as an adult beverage in an attempt to attract a more affluent and wider audience.”
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