Hard Seltzer - Poland

The Hard Seltzer market in Poland has been experiencing significant growth in recent years.

Customer preferences: Polish consumers are increasingly drawn to the refreshing and low-calorie nature of Hard Seltzers. With health and wellness becoming a growing trend worldwide, the demand for beverages with lower sugar content has been on the rise. Hard Seltzers, which are typically made with sparkling water, alcohol, and natural flavors, provide a lighter alternative to traditional alcoholic beverages. The convenience of ready-to-drink cans also appeals to consumers who are looking for on-the-go options.

Trends in the market: One of the key trends in the Hard Seltzer market in Poland is the expansion of product offerings. As the popularity of Hard Seltzers grows, both domestic and international brands have been launching new flavors and variants to cater to different consumer preferences. This diversification of options is driving competition in the market and providing consumers with a wider range of choices. Another trend in the market is the focus on local and natural ingredients. Polish consumers have shown a preference for products that are made with locally sourced ingredients and have a minimal artificial flavoring. This trend aligns with the global movement towards sustainability and transparency in food and beverage products.

Local special circumstances: Poland has a strong beer culture, with beer being the most popular alcoholic beverage in the country. However, the rise of Hard Seltzers is challenging the dominance of beer in the market. The convenience and lower calorie content of Hard Seltzers are attracting consumers who are looking for a lighter and more refreshing alternative to beer. This shift in consumer preferences is creating opportunities for both local and international brands to tap into the Polish market.

Underlying macroeconomic factors: Poland has been experiencing steady economic growth in recent years, which has contributed to an increase in disposable income among consumers. This rise in purchasing power has allowed consumers to explore new and premium products, including Hard Seltzers. Additionally, the growing influence of Western culture and the increasing exposure to international trends have also played a role in shaping consumer preferences in Poland. In conclusion, the Hard Seltzer market in Poland is experiencing growth due to the rising demand for healthier and more refreshing alcoholic beverages. The expansion of product offerings, focus on local ingredients, and the shift in consumer preferences away from traditional beer are key trends in the market. The underlying macroeconomic factors, such as the increase in disposable income and the influence of Western culture, have also contributed to the development of the Hard Seltzer market in Poland.

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.