Hard Seltzer - Malta

The Hard Seltzer market in Malta has experienced significant growth in recent years, driven by changing customer preferences and a shift towards healthier beverage options.

Customer preferences: Customers in Malta are increasingly looking for low-calorie and low-sugar alternatives to traditional alcoholic beverages. Hard Seltzers, which are typically made with sparkling water, alcohol, and natural flavors, have gained popularity due to their light and refreshing taste. With a lower calorie and sugar content compared to other alcoholic drinks, Hard Seltzers appeal to health-conscious consumers who still want to enjoy an alcoholic beverage without the guilt.

Trends in the market: One of the key trends in the Hard Seltzer market in Malta is the introduction of a wide variety of flavors. Manufacturers are constantly innovating and launching new flavors to cater to the diverse tastes of consumers. From classic fruit flavors like lemon and lime to more exotic options such as mango and passionfruit, there is a flavor for every palate. This variety of flavors has contributed to the growing popularity of Hard Seltzers among consumers in Malta. Another trend in the market is the increasing availability of locally produced Hard Seltzers. Local breweries and beverage companies have recognized the demand for this trendy drink and have started producing their own versions. This not only supports the local economy but also allows for more customization and localization of flavors to suit the Maltese market.

Local special circumstances: Malta's warm climate and popularity as a tourist destination make it an ideal market for Hard Seltzers. The refreshing nature of these drinks makes them a popular choice for consumers looking to quench their thirst on a hot day or while lounging by the beach. Additionally, the country's vibrant nightlife scene and the popularity of outdoor events and festivals provide ample opportunities for the consumption of Hard Seltzers.

Underlying macroeconomic factors: The growing health and wellness trend worldwide has influenced consumer behavior in Malta as well. With an increasing focus on leading a healthier lifestyle, consumers are seeking out healthier alternatives in all aspects of their lives, including their beverage choices. The rise of social media and the influence of influencers and celebrities promoting a healthy lifestyle have also played a role in driving the demand for Hard Seltzers. Furthermore, the COVID-19 pandemic has had an impact on the Hard Seltzer market in Malta. With restrictions on social gatherings and the closure of bars and restaurants during lockdowns, consumers turned to at-home consumption. Hard Seltzers, with their convenient packaging and refreshing taste, became a popular choice for consumers looking to enjoy a drink at home. In conclusion, the Hard Seltzer market in Malta has experienced growth due to changing customer preferences towards healthier beverage options, the introduction of a wide variety of flavors, the availability of locally produced options, the country's warm climate and vibrant nightlife scene, and the influence of the global health and wellness trend. The COVID-19 pandemic has also played a role in driving the demand for Hard Seltzers as consumers sought out convenient at-home options.

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.