Pat Nolan Blog

How stout is your knowledge?

What country drives global consumption of stout?

What country drives global consumption of stout?

– Well, you’d be wrong… It’s China.

This vast country has been increasing its taste for the black stuff from 17 million pints in 2010 to 229 million in 2015 and this demand is forecast to reach 996 million pints by 2020.


Which country is Guinness’s biggest customer?

– Wrong again – it’s the US.


Which country is Guinness’s second-biggest customer?

Wronggggge! It’s the UK.


And third-biggest?

– Nope. Nigeria.

With St Patrick’s Day in mind recently, market research provider Euromonitor International released some interesting stoutical statistics for our delectation.

According to Euromonitor International, the declining global beer market is going in the opposite direction to stout consumption which is growing and will reach 3.9 billion pints in 2020.

“In 2015, global beer volume growth turned negative for the first time in over a decade,” reports Anna Ward, Analyst at Euromonitor International, “However, stout’s performance has been positive since 2014 following years of marginal growth. The category’s progress in China was the major reason for this improvement as sustained double-digit growth in the country has raised volumes to a level that has global implications.”

Still, Uncle Sam represents the largest market for Uncle Arthur and his ilk, almost doubling stout demand from 304 million pints in 2010 to 555 million pints in 2020.

“Stout is abundant in the US craft beer market,” says Anna, “Total volumes of stout in the US rose by 7% in 2015, making a significant contribution to global growth. Although craft beers are predominantly ales, seasonal beers found in the Winter are often stouts or porters, which are helping to make the US the largest stout market globally.”

In Europe, the stoutest consumer is the UK although a decline has been registered in the past five years which is projected to continue to 2020, states Euromonitor.

“In line with beer in general, stout volumes in the UK and Ireland showed a slight decrease in 2015. Stout sales are biased towards the on-trade, where consumption rates have been affected by fairly stagnant disposable incomes and financial insecurity.”

Then there’s Africa: four African countries appear in the Top 10: Nigeria ranks third but registered a decline due to economic headwinds while Cameroon, South Africa and Kenya all registered growth.

“In Nigeria, which was the third-largest stout market in 2015, macroeconomic headwinds have been pushing consumers away from stout towards typically cheaper lager,” says Anna.

But back home, we can still hold our heads high though as Ireland remains the top country for per capita consumption of stout despite the decline from 36 litres in 2010 to 27.8 in 2015 (with a prediction of 26.5 in 2020).

Despite Guinness still being the top stout player in the world, its brand shares have registered a decline from 57.7% in 2010 to 50.5% in 2015.

Its largest market remains the UK, even though it registered a decline there too.

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