Wine - Tanzania

The Wine market in Tanzania has been experiencing significant growth in recent years, driven by changing consumer preferences and local special circumstances.

Customer preferences: Tanzanian consumers have shown an increasing interest in wine, with a growing number of individuals incorporating it into their social gatherings and celebrations. Wine is often perceived as a sophisticated and elegant beverage, appealing to those seeking a more refined drinking experience. Additionally, the health benefits associated with moderate wine consumption, such as antioxidants and potential cardiovascular benefits, have also contributed to its popularity among health-conscious consumers.

Trends in the market: One of the key trends in the Tanzanian wine market is the rising demand for imported wines. Tanzanian consumers are becoming more adventurous in their wine choices, seeking out a variety of flavors and styles from different wine-producing regions around the world. This trend is driven by increased exposure to international travel and cultural influences, as well as the growing availability of imported wines in local supermarkets and specialty wine shops. Another trend in the market is the emergence of local wine production. While Tanzania is not traditionally known for wine production, there has been a recent surge in small-scale vineyards and wineries. This trend is driven by the favorable climate and soil conditions in certain regions of the country, which are suitable for grape cultivation. Local wine producers are focusing on creating unique and high-quality wines that showcase the terroir of Tanzania, catering to both domestic and international markets.

Local special circumstances: One of the unique aspects of the Tanzanian wine market is the influence of cultural and religious factors. Tanzania has a significant Muslim population, and Islam prohibits the consumption of alcohol. However, there is a growing segment of the population that does consume alcohol, including wine. This creates a niche market for wine producers and retailers who cater to this specific consumer segment, offering halal-certified wines and promoting responsible consumption.

Underlying macroeconomic factors: The Tanzanian economy has been growing steadily in recent years, with an expanding middle class and increasing disposable incomes. This has led to a rise in consumer spending on luxury and lifestyle products, including wine. Additionally, the tourism industry in Tanzania has been thriving, attracting a significant number of international visitors who are interested in exploring the country's unique culture and natural beauty. These tourists often seek out local wines as part of their culinary experiences, further driving the demand for wine in the country. In conclusion, the Wine market in Tanzania is experiencing growth due to changing consumer preferences, including a growing interest in imported wines and the emergence of local wine production. The influence of cultural and religious factors, as well as favorable macroeconomic conditions, are also contributing to the development of the market.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.