Alcoholic drinks in 2024: The big picture
Total volume sales of alcoholic drinks rose in Oman in 2024. The consumer base for alcoholic drinks did not change much over the course of the year, though the Omani Government pressed ahead with its Omanisation strategy, which aimed to increase the percentage of Omanis within the population amid the considerable reliance on expatriates. Omanisation would have typically put some pressure on demand for beer amid the lack of consumption by Omani nationals, but the total number of expatriates only fell slightly in 2024. In this regard, and with the number of expatriates in the Sultanate relatively stable, it was the population composition that impacted alcoholic drinks. Expatriates are the core consumers of drinks in Oman. In 2024, the country saw a shift in the composition of its expatriate population, with expats from Bangladesh, India, Philippines, and Sri Lanka seeing a decline from the preceding year, while foreign workers from Pakistan, Egypt, Myanmar, Sudan, and Tanzania saw their numbers rise.
2024 key trends
Beer was the largest category within alcoholic drinks overall in 2024. Beer’s strength is supported by non alcoholic beer, which is the most popular category within beer because of the Sultanate’s cultural and religious constraints. Oman is governed by an Islamic shariah-based legal system and cultural and religious values forbidding alcohol consumption, which are collectively imposed on a Muslim-majority population. Standard lager was the second most popular category in Oman in 2024 and throughout the review period, thanks to its suitability to local conditions, positioning, and affordability. Beer, wine and spirits each saw similar growth rates in 2024, while cider/perry and RTDs witnessed declines in volume sales during the year.
Competitive landscape
Anheuser-Busch InBev NV was the largest company in alcoholic drinks in Oman in 2024 thanks to its leading position in the important beer category. Indeed, the top five players were all brewers during the year. While sixth placed, Diageo is also present in beer, through the Guinness and Kilkenny brands, as well as RTDs, its strength is primarily founded on spirits, in which it is the leading player. Within spirits, the company produces the Johnnie Walker, J&B, Captain Morgan, Baileys, Don Julio, and Tanqueray brands, which are present in the whiskies, rum, liqueurs, tequila, and white spirits categories. Present in other blended Scotch whisky, Diageo’s Johnnie Walker is the leading brand in spirits overall in the Omani market.
Retail developments
Hypermarkets was the leading distribution channel within alcoholic drinks overall in 2024, having overtaken supermarkets during the year. However, the strength of both channels is founded on their role in the distribution of non alcoholic beer. Hypermarkets and supermarkets are the leading grocery retailing formats in Oman and consumers often buy non alcoholic beer as part of their grocery shopping. Moreover, these outlets stock a wider range of non alcoholic beer than other stores. Furthermore, consumers increasingly felt the impact of economic pressures towards the end of the review period and looked for ways to save on grocery purchases. In this environment, consumers turned to cheaper brands or searched for the best prices and promotions available. This particularly benefited hypermarkets, which ran regular promotional offers.
On-trade vs off-trade split
E-commerce remains underdeveloped in Oman, and this situation is unlikely to change substantially before the end of the forecast period. Furthermore, it is not expected that off-trade beer retailers like OUA and A+E will develop online retailing for alcoholic beer given the restrictions in place in the Sultanate. E-commerce is therefore likely to remain limited to some online purchases of non alcoholic beer.
What next for alcoholic drinks?
Total volume sales of alcoholic drinks are set to rise in Oman over the forecast period. Alcoholic drinks’ growth is set to rely on larger inflows of expatriates and tourists to Oman that will support both off- and on-trade sales. The Sultanate is expected to see further job creation in the forecast period, at least during the first few years, encouraging thousands of new working expatriates to settle in the country. This will expand the consumer base across both the off-trade and on-trade channels. The Gulf Cooperation Council (GCC) countries are set to welcome new resident expatriates over the forecast period, with Saudi Arabia leading the pack, followed by the UAE and Oman. The increasing number of expatriates residing in Oman’s neighbouring countries will also boost tourism inflows to the Sultanate, which is increasingly being positioned as a weekend getaway location.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Oman with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Oman, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Oman report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Oman?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Oman?
- How are products distributed in Oman?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Oman
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Taxation and Duty Levies
Operating Environment
Contraband/parallel trade
Duty free
Cross-border/private imports
Key New Product Launches
Outlook
DISCLAIMER
Key Data Findings
2024 Developments
Beer volumes grow, with non alcoholic beer dominating sales
Non alcoholic beer’s proliferation supports Barbican’s leading position
New expatriates and higher tourist flows accelerate beer’s on-trade growth
Prospects and Opportunities
Good growth prospects for beer buoyed by product launches and expatriate/tourist inflows
New product launches across non alcoholic beer and standard lager to spur growth
Non alcoholic beer’s dominance will continue to support strength of hypermarkets and supermarkets
Category Data
Key Data Findings
2024 Developments
New expatriates and higher inflow of tourists drive wine sales in 2024
Both off-trade and on-trade widen their offerings to address demand and sophistication from expatriates and tourists
On-trade continues to outperform off-trade in wine sales
Prospects and Opportunities
Wine to see growth thanks to higher inflows of expatriates and tourists
Consumers increasingly appreciating New World wines
Higher inbound tourism flows will support on-trade’s supremacy
Category Data
Key Data Findings
2024 Developments
Inflation takes its toll on sales of spirits while polarisation becomes more marked
Standard brands across whiskies and white spirits extend their lead
On-trade distribution benefits from higher inbound tourism flows to Oman
Prospects and Opportunities
Higher growth prospects as consumer base expanded by expatriates and tourists
Off-trade channels increasing their offerings and enhancing competition
Tourism will boost sales through the on-trade channel
Category Data
Key Data Findings
2024 Developments
Consumer demand for cider/perry undermined by preference for other, stronger drinks
Off-trade and on-trade channels widen their offerings to revive demand for cider/perry
Off-trade leads distribution of cider/perry
Prospects and Opportunities
Stagnation expected
Limited opportunities for category expansion
New flavours and non alcoholic cider/perry could provide potential growth avenues
Category Data
Key Data Findings
2024 Developments
Lack of consumer awareness and changing consumer preferences curb volume sales of RTDs
Limited product offering with Smirnoff Ice and Bacardi Breezer leading the pack
On-trade favours RTDs as female consumers appreciate refreshing fruity alcoholic flavours
Prospects and Opportunities
Hope that higher tourism inflows will boost sales of RTDs
The review period’s new launches unlikely to topple the domination of Bacardi Breezer and Smirnoff Ice
Companies could venture into new categories rather than just new flavours
Category Data
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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