Urban trends spark Tanzania’s beer shift

Dar es Salaam. Tanzania’s beer market is undergoing a quiet but notable transformation as urban consumers, particularly millennials and Generation Z, increasingly gravitate towards lighter, less bitter beers.

The trend is reshaping product strategies for beverage companies operating in the country, a key stakeholder said at the weekend.

Heineken Tanzania Country Manager Obabiyi Fagade said the shift is being driven by changing urban lifestyles and evolving social habits, especially in major cities such as Dar es Salaam, Arusha and Mwanza.

“Recent global research has shown sustained growth in demand for premium, lighter-style, lower-alcohol beers among younger consumers,” Fagade said. “In Tanzania, this shift is becoming more visible in purchasing trends and how products are being positioned for casual, social occasions.”

According to the Global Beer Report 2024, the premium and lighter-style beer segment has grown by about 40 percent globally over the past five years, with strong uptake in urban markets. Fagade noted that the change is not just about taste but also lifestyle preferences.

“There’s a growing demand for options that align with relaxed, social settings. This is evident in retail feedback and consumer conversations,” he added.

In response, companies are adapting their portfolios to meet the changing expectations around quality, variety, and modern lifestyles.

He cited the launch of Heineken’s Silver edition as one example of how brewers are responding to the new market dynamics.

“For beverage companies operating in Tanzania, the message is clear: urban consumer behaviour is changing,” he said. “As younger consumers redefine preferences, these habits will likely shape the direction of the beer market for years to come.”