Hard Seltzer - North America

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

Customer preferences: Consumers in North America are increasingly seeking low-calorie and low-sugar alternatives to traditional alcoholic beverages. Hard Seltzers have emerged as a popular choice due to their refreshing taste, low calorie content, and natural flavors. This appeals to health-conscious consumers who want to enjoy a drink without compromising on their dietary goals. Additionally, the convenience of ready-to-drink canned beverages has also contributed to the rising popularity of Hard Seltzers.

Trends in the market: One notable trend in the North American Hard Seltzer market is the introduction of a wide range of flavors. Manufacturers are constantly innovating to cater to diverse consumer preferences, offering options such as citrus, berry, tropical, and even seasonal flavors. This variety allows consumers to find their preferred taste profile, further driving the demand for Hard Seltzers. Another trend is the increasing popularity of Hard Seltzers among younger consumers. Millennials and Gen Z consumers are more likely to choose Hard Seltzers over traditional alcoholic beverages due to their lower alcohol content and lighter taste. This demographic shift has prompted beverage companies to target this specific consumer group through marketing campaigns and product launches.

Local special circumstances: The North American market is highly competitive, with several established and emerging players vying for market share. This has led to intense marketing and advertising efforts to differentiate brands and attract consumers. Companies are investing in celebrity endorsements, social media campaigns, and experiential marketing to create brand awareness and loyalty. Furthermore, the regulatory environment in North America has also played a role in shaping the Hard Seltzer market. The Alcohol and Tobacco Tax and Trade Bureau (TTB) regulates the labeling and advertising of alcoholic beverages, including Hard Seltzers. Compliance with these regulations is crucial for manufacturers to ensure transparency and consumer trust.

Underlying macroeconomic factors: The growing demand for Hard Seltzers in North America can be attributed to several macroeconomic factors. The region has a strong economy, with consumers willing to spend on premium and innovative products. Additionally, the increasing focus on health and wellness has influenced consumer behavior, leading to a shift towards healthier beverage options. The rise of e-commerce has also contributed to the growth of the Hard Seltzer market. Online platforms provide easy access to a wide range of brands and flavors, allowing consumers to explore and purchase their preferred products conveniently. In conclusion, the Hard Seltzer market in North America is witnessing significant growth due to changing consumer preferences, including a desire for healthier beverage options and convenience. The introduction of diverse flavors and targeted marketing efforts have further fueled this growth. The region's strong economy and the rise of e-commerce have also played a role in driving the demand for Hard Seltzers.

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.