Beer - Bhutan

The Beer market in Bhutan has experienced significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Bhutanese consumers are increasingly looking for a wider variety of beer options, including craft beers and imported brands. This shift in preference can be attributed to a growing interest in trying new flavors and experiencing different beer styles. Additionally, consumers are becoming more health-conscious and are seeking beers that are low in calories and made from natural ingredients.

Trends in the market: One of the key trends in the Bhutanese beer market is the rise of craft breweries. These small-scale, independent breweries are gaining popularity among consumers who appreciate the unique flavors and quality of craft beers. Craft breweries often experiment with local ingredients, giving their beers a distinct taste that appeals to beer enthusiasts. Another trend in the market is the increasing demand for imported beers. Bhutanese consumers are becoming more adventurous in their beer choices and are seeking out international brands from countries known for their beer production, such as Germany, Belgium, and the United States. This trend is driven by the desire for novelty and the perception of imported beers as being of higher quality.

Local special circumstances: Bhutan has a unique cultural heritage that influences the beer market. The country is known for its traditional alcoholic beverage called "ara," which is made from fermented rice, maize, or barley. Ara holds a significant place in Bhutanese culture and is often consumed during religious and social gatherings. However, the growing popularity of beer among the younger generation is gradually impacting the consumption of ara.

Underlying macroeconomic factors: Bhutan's growing economy and increasing disposable income have contributed to the development of the beer market. As people have more money to spend, they are willing to try new products and indulge in recreational activities, including consuming beer. Additionally, the tourism industry in Bhutan has been growing steadily, attracting visitors from around the world who contribute to the demand for beer. In conclusion, the Beer market in Bhutan is evolving to meet the changing preferences of consumers. Craft breweries and imported beers are gaining traction, driven by the desire for unique flavors and experiences. The local cultural heritage and growing economy also play a role in shaping the market. As Bhutan continues to develop, the beer market is likely to expand further, offering consumers a wider range of options to choose from.

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.