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Alcoholic Drinks in Oman

Published Jul 23, 2025
Length 52 Pages
SKU # EP20240823

Description

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...

Euromonitor International's Alcoholic Drinks in Oman report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Alcoholic Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

52 Pages
Alcoholic Drinks in Oman
Euromonitor International
July 2025
List Of Contents And Tables
ALCOHOLIC DRINKS IN OMAN
EXECUTIVE SUMMARY
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?
MARKET BACKGROUND
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
MARKET DATA
Table 1 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 2 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 3 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 4 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
Table 5 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2024
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2024
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2024
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2024
Table 9 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
Table 10 Distribution of Alcoholic Drinks by Format: % Off-trade Volume 2019-2024
Table 11 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
Table 12 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
Table 14 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029
DISCLAIMER
BEER
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
Table 16 Sales of Beer by Category: Total Volume 2019-2024
Table 17 Sales of Beer by Category: Total Value 2019-2024
Table 18 Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 19 Sales of Beer by Category: % Total Value Growth 2019-2024
Table 20 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
Table 21 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
Table 22 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 23 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
Table 24 GBO Company Shares of Beer: % Total Volume 2020-2024
Table 25 NBO Company Shares of Beer: % Total Volume 2020-2024
Table 26 LBN Brand Shares of Beer: % Total Volume 2021-2024
Table 27 Forecast Sales of Beer by Category: Total Volume 2024-2029
Table 28 Forecast Sales of Beer by Category: Total Value 2024-2029
Table 29 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
Table 30 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029
WINE
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
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
Table 31 Sales of Wine by Category: Total Volume 2019-2024
Table 32 Sales of Wine by Category: Total Value 2019-2024
Table 33 Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 34 Sales of Wine by Category: % Total Value Growth 2019-2024
Table 35 Sales of Wine by Off-trade vs On-trade: % Volume Breakdown 2019-2024
Table 36 Sales of Wine by Off-trade vs On-trade: % Value Breakdown 2019-2024
Table 37 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 38 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
Table 39 Forecast Sales of Wine by Category: Total Volume 2024-2029
Table 40 Forecast Sales of Wine by Category: Total Value 2024-2029
Table 41 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
Table 42 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029
SPIRITS
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
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
Table 43 Sales of Spirits by Category: Total Volume 2019-2024
Table 44 Sales of Spirits by Category: Total Value 2019-2024
Table 45 Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 46 Sales of Spirits by Category: % Total Value Growth 2019-2024
Table 47 Sales of Spirits by Off-trade vs On-trade: % Volume Breakdown 2019-2024
Table 48 Sales of Spirits by Off-trade vs On-trade: % Value Breakdown 2019-2024
Table 49 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 50 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
Table 51 GBO Company Shares of Spirits: % Total Volume 2020-2024
Table 52 NBO Company Shares of Spirits: % Total Volume 2020-2024
Table 53 LBN Brand Shares of Spirits: % Total Volume 2021-2024
Table 54 Forecast Sales of Spirits by Category: Total Volume 2024-2029
Table 55 Forecast Sales of Spirits by Category: Total Value 2024-2029
Table 56 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
Table 57 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029
CIDER/PERRY
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
Stagnation expected
Limited opportunities for category expansion
New flavours and non alcoholic cider/perry could provide potential growth avenues
Table 58 Sales of Cider/Perry: Total Volume 2019-2024
Table 59 Sales of Cider/Perry: Total Value 2019-2024
Table 60 Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 61 Sales of Cider/Perry: % Total Value Growth 2019-2024
Table 62 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
Table 63 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
Table 64 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 65 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
Table 66 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 67 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 68 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
Table 69 Forecast Sales of Cider/Perry: Total Volume 2024-2029
Table 70 Forecast Sales of Cider/Perry: Total Value 2024-2029
Table 71 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
Table 72 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029
RTDS
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
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
Table 73 Sales of RTDs by Category: Total Volume 2019-2024
Table 74 Sales of RTDs by Category: Total Value 2019-2024
Table 75 Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 76 Sales of RTDs by Category: % Total Value Growth 2019-2024
Table 77 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
Table 78 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
Table 79 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 80 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
Table 81 GBO Company Shares of RTDS: % Total Volume 2020-2024
Table 82 NBO Company Shares of RTDS: % Total Volume 2020-2024
Table 83 LBN Brand Shares of RTDS: % Total Volume 2021-2024
Table 84 Forecast Sales of RTDs by Category: Total Volume 2024-2029
Table 85 Forecast Sales of RTDs by Category: Total Value 2024-2029
Table 86 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
Table 87 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029

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