Hard Seltzer - Mongolia

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

Customer preferences: Mongolian consumers are increasingly seeking healthier and lighter alcoholic beverage options, and this has fueled the demand for Hard Seltzers. The low-calorie and low-sugar content of Hard Seltzers make them an attractive choice for health-conscious individuals who still want to enjoy an alcoholic beverage. Additionally, the refreshing and fruity flavors of Hard Seltzers appeal to consumers who are looking for a more flavorful alternative to traditional beers and spirits.

Trends in the market: One of the key trends in the Hard Seltzer market in Mongolia is the introduction of locally-produced brands. Domestic breweries have recognized the growing demand for Hard Seltzers and have started developing their own products to cater to this market segment. This trend not only provides consumers with more options but also supports the local economy and promotes entrepreneurship in the beverage industry. Another trend in the market is the increasing availability of international Hard Seltzer brands in Mongolia. As the global popularity of Hard Seltzers continues to rise, more international brands are entering the Mongolian market to capitalize on this trend. These brands bring with them a wide range of flavors and marketing strategies that appeal to different consumer segments.

Local special circumstances: Mongolia's unique climate and cultural preferences also contribute to the development of the Hard Seltzer market. The country experiences long and harsh winters, and during this time, consumers often prefer lighter and more refreshing beverages. Hard Seltzers, with their fruity flavors and carbonation, provide a welcome alternative to traditional warm alcoholic drinks during the winter months. Additionally, Mongolia has a young and urban population that is increasingly influenced by global trends. Social media and the internet have played a significant role in exposing Mongolian consumers to the Hard Seltzer trend, leading to a growing demand for these products.

Underlying macroeconomic factors: The growing middle class in Mongolia and increasing disposable incomes have also contributed to the development of the Hard Seltzer market. As people's purchasing power increases, they are more willing to spend on premium and innovative products, including Hard Seltzers. This trend is further supported by the expanding urban population and the rise of modern retail channels, which make it easier for consumers to access and purchase Hard Seltzers. In conclusion, the Hard Seltzer market in Mongolia is experiencing growth due to changing customer preferences, the introduction of local brands, the availability of international brands, the unique climate and cultural preferences, and the underlying macroeconomic factors. As these trends continue to shape the market, it is expected that the demand for Hard Seltzers will continue to rise in Mongolia.

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.