Hard Seltzer - Uganda

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

Customer preferences: Ugandan consumers have shown a growing interest in healthier beverage options, which has contributed to the increasing popularity of Hard Seltzers. With a rise in health-consciousness, consumers are seeking alternatives to traditional alcoholic beverages that are lower in calories and sugar. Hard Seltzers, with their refreshing and light flavors, have become a preferred choice among the younger demographic in Uganda.

Trends in the market: One of the key trends in the Hard Seltzer market in Uganda is the introduction of locally produced brands. Domestic breweries have recognized the potential of this emerging market and have started to produce their own Hard Seltzer brands. This trend has not only increased the availability of Hard Seltzers in the market but has also created a sense of pride and support for local products among Ugandan consumers. Another trend in the market is the introduction of unique and exotic flavors. To cater to the diverse taste preferences of consumers, both international and local brands have been experimenting with flavors that are not commonly found in traditional alcoholic beverages. This trend has helped to differentiate Hard Seltzers from other alcoholic beverages and has attracted a wider consumer base.

Local special circumstances: Uganda's climate and cultural preferences also contribute to the development of the Hard Seltzer market. The country's warm climate makes refreshing and light beverages more appealing to consumers, and Hard Seltzers fit well into this category. Additionally, Ugandan consumers have a preference for beverages that are easy to drink and can be enjoyed in social settings. Hard Seltzers, with their low alcohol content and fruity flavors, align with these preferences and have gained popularity as a social drink.

Underlying macroeconomic factors: The growing middle-class population in Uganda has played a significant role in the development of the Hard Seltzer market. As disposable incomes increase, consumers have more purchasing power and are willing to try new and premium products. This has created a favorable environment for the growth of the Hard Seltzer market, as consumers are willing to spend on innovative and trendy beverages. Furthermore, the increasing urbanization and westernization of Ugandan society have also contributed to the development of the Hard Seltzer market. As more Ugandans are exposed to international trends and lifestyles, they are adopting new drinking habits and seeking out products that align with these trends. Hard Seltzers, with their association with Western markets and health-consciousness, have gained traction among this urban population. In conclusion, the Hard Seltzer market in Uganda is experiencing growth due to the increasing preference for healthier beverage options, the introduction of locally produced brands, the popularity of unique flavors, the country's climate and cultural preferences, and underlying macroeconomic factors such as a growing middle-class population and urbanization. As these trends and factors continue to shape the market, it is expected that the Hard Seltzer market in Uganda will continue to expand in the coming years.

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.