Hard Seltzer - Estonia

The Hard Seltzer market in Estonia has been experiencing significant growth in recent years, driven by changing consumer preferences and a growing demand for low-calorie alcoholic beverages.

Customer preferences: Estonian consumers have shown a strong preference for healthier beverage options, with a particular focus on low-calorie and low-sugar products. This has led to an increased interest in Hard Seltzers, which are known for their lower calorie and sugar content compared to traditional alcoholic beverages. Furthermore, the rising popularity of health and wellness trends has also contributed to the growing demand for Hard Seltzers in Estonia.

Trends in the market: One of the key trends in the Hard Seltzer market in Estonia is the increasing availability and variety of flavors. Manufacturers are constantly introducing new and innovative flavors to cater to the diverse preferences of consumers. This trend is driven by the desire to offer a unique and differentiated product in a highly competitive market. Another trend in the market is the emphasis on locally sourced ingredients. Estonian consumers value locally produced goods and are willing to pay a premium for products that are made using locally sourced ingredients. This trend has led to the emergence of local Hard Seltzer brands that highlight the use of Estonian ingredients, further driving the growth of the market.

Local special circumstances: Estonia is known for its vibrant nightlife and thriving bar scene. The popularity of Hard Seltzers can be attributed to their versatility and appeal to a wide range of consumers. Hard Seltzers are often marketed as a refreshing and light alternative to traditional alcoholic beverages, making them a popular choice among young adults and those looking for a lighter drinking option.

Underlying macroeconomic factors: The growth of the Hard Seltzer market in Estonia is also influenced by broader macroeconomic factors. Estonia has a strong economy and a high standard of living, which has resulted in increased disposable income among consumers. This has allowed consumers to indulge in premium and higher-priced products, including Hard Seltzers. In conclusion, the Hard Seltzer market in Estonia is experiencing significant growth due to changing consumer preferences, including a desire for healthier and low-calorie alcoholic beverages. The market is characterized by a wide variety of flavors and an emphasis on locally sourced ingredients. The popularity of Hard Seltzers can be attributed to their versatility and appeal to a wide range of consumers, as well as the country's strong economy and high disposable income levels. Overall, the future looks promising for the Hard Seltzer market in Estonia as it continues to cater to evolving consumer demands.

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.