Hard Seltzer - China

The Hard Seltzer market in China has been experiencing significant growth in recent years, driven by changing consumer preferences and the influence of global trends.

Customer preferences: Chinese consumers are increasingly seeking healthier and low-calorie alcoholic beverage options, which has led to a growing demand for Hard Seltzers. These beverages are known for their refreshing taste and lower alcohol content compared to traditional alcoholic drinks. Additionally, the convenience factor of ready-to-drink cans has also contributed to their popularity among consumers.

Trends in the market: One of the key trends in the Hard Seltzer market in China is the introduction of local flavors and ingredients. Domestic brands are incorporating popular local fruits and botanicals into their product offerings, catering to the unique taste preferences of Chinese consumers. This localization strategy has resonated well with the target audience and has helped these brands gain a competitive edge in the market. Another trend observed in the market is the increasing number of collaborations between Hard Seltzer brands and local celebrities or influencers. These partnerships are aimed at leveraging the popularity and influence of these individuals to promote the products to a wider audience. This marketing approach has proven to be effective in capturing the attention of young consumers and driving sales.

Local special circumstances: China's large population and growing middle class present a significant market opportunity for Hard Seltzer brands. The country's urbanization and increasing disposable income have resulted in a shift towards premium and imported alcoholic beverages. This has created a favorable environment for the growth of the Hard Seltzer market, as consumers are willing to try new and innovative products. Furthermore, the rise of e-commerce platforms in China has made it easier for consumers to access and purchase Hard Seltzers. Online sales channels provide a convenient and efficient way for brands to reach a wide customer base, especially in the current era of digitalization and social media influence.

Underlying macroeconomic factors: China's strong economic growth and rising middle class have contributed to the expansion of the Hard Seltzer market. As more consumers have the means to afford premium products, they are increasingly willing to spend on trendy and healthier alcoholic beverage options. Additionally, the influence of Western culture and lifestyle trends has played a role in shaping consumer preferences in China. Hard Seltzers, originating from the United States, have gained popularity worldwide, and China is no exception. The aspirational appeal of Western products and the desire to adopt a more cosmopolitan lifestyle have driven the demand for Hard Seltzers in the country. In conclusion, the Hard Seltzer market in China is growing rapidly due to changing consumer preferences, the introduction of local flavors, strategic collaborations, a favorable market environment, and underlying macroeconomic factors. As the market continues to evolve, brands will need to innovate and adapt to meet the evolving demands of Chinese consumers.

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.