Market Insights Consumer Alcoholic Drinks

Spirits - Fiji

Fiji

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to €25.5m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to €4.5m in 2024.
Revenue, combined amounts to €30.0m in 2024.
The revenue, at home is expected to grow annually by 1.29% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated in China (€134,300m in 2024).
In relation to total population figures, the average revenue per capita, at home of €27.00 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 1,081.0k L by 2024.
Volume, out-of-home is expected to amount to 78.3k L in 2024.
Volume, combined is expected to amount to 1,159.0k L in 2024.
The Spirits market is expected to show a volume growth, at home of -2.2% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 1.15L in 2024.

Key regions: United States, United Kingdom, Worldwide, United Kingdom, Australia

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

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Analyst Opinion

The Spirits market in Fiji has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Fijian consumers have shown an increasing preference for premium and craft spirits, as they seek high-quality and unique products. This shift in consumer behavior can be attributed to a growing middle class with higher disposable incomes, as well as a desire for more sophisticated and diverse drinking experiences. Additionally, there is a rising interest in locally-produced spirits, as consumers value supporting local businesses and experiencing the flavors and traditions of Fiji.

Trends in the market: One of the key trends in the Spirits market in Fiji is the rise of flavored spirits. Consumers are increasingly gravitating towards spirits infused with natural flavors such as fruits, herbs, and spices. This trend is driven by the desire for more interesting and innovative drinking options, as well as the appeal of refreshing and vibrant flavors. Flavored spirits offer a unique twist to traditional spirits and cater to a wider range of taste preferences. Another trend in the market is the growing popularity of premium spirits. As consumers become more discerning and sophisticated in their drinking choices, they are willing to spend more on high-quality spirits that offer a superior taste and experience. Premium spirits are often associated with craftsmanship, tradition, and exclusivity, making them highly desirable among consumers who are seeking a more elevated drinking experience.

Local special circumstances: Fiji's unique geographical location and cultural heritage contribute to the development of the Spirits market. The country's tropical climate and abundance of natural resources, such as sugarcane and tropical fruits, provide a rich source of ingredients for the production of spirits. This allows local distilleries to create spirits with distinct flavors and characteristics that reflect the essence of Fiji. Furthermore, the tourism industry plays a significant role in driving the demand for spirits, as tourists seek to explore and indulge in the local drinking culture.

Underlying macroeconomic factors: The growth of the Spirits market in Fiji is also influenced by underlying macroeconomic factors. The country's stable economic growth and increasing disposable incomes have contributed to a rise in consumer spending on luxury goods, including spirits. Additionally, the government's efforts to promote local industries and attract foreign investment have created a favorable business environment for the spirits industry. This has led to the establishment of new distilleries and the expansion of existing ones, further fueling the market growth. In conclusion, the Spirits market in Fiji is experiencing growth due to changing consumer preferences towards premium and craft spirits, the rise of flavored spirits, and the unique local circumstances of the country. These trends, coupled with underlying macroeconomic factors, have created a thriving market for spirits in Fiji.

Methodology

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.