Hard Seltzer - Ukraine

The Hard Seltzer market in Ukraine has been experiencing significant growth in recent years, driven by changing consumer preferences and a shift towards healthier and more refreshing alcoholic beverages.

Customer preferences: Ukrainian consumers are increasingly seeking out lighter and healthier alcoholic options, and Hard Seltzer fits this trend perfectly. With its low calorie and low sugar content, as well as its refreshing and fruity flavors, Hard Seltzer appeals to health-conscious individuals who still want to enjoy an alcoholic beverage. The convenience of ready-to-drink cans also makes it popular among young adults and urban dwellers who are always on the go.

Trends in the market: One of the key trends in the Hard Seltzer market in Ukraine is the introduction of local brands and flavors. Ukrainian consumers have shown a preference for locally-produced products, and this trend is reflected in the Hard Seltzer market as well. Local brands have been quick to capitalize on this demand by offering unique flavors that cater to the local palate. This not only helps to differentiate them from international brands, but also allows them to tap into the growing trend of supporting local businesses. Another trend in the market is the expansion of distribution channels. Initially, Hard Seltzer was primarily available in bars and restaurants, but it has now become more widely available in supermarkets and convenience stores. This increased accessibility has contributed to the growing popularity of Hard Seltzer among a wider range of consumers.

Local special circumstances: The Ukrainian market has its own unique characteristics that have influenced the development of the Hard Seltzer market. One of these is the country's strong beer culture. Beer has traditionally been the preferred alcoholic beverage in Ukraine, and this has created a challenge for Hard Seltzer brands trying to establish themselves in the market. However, the rise in health-consciousness and the desire for new and innovative products has created an opportunity for Hard Seltzer to carve out its own niche.

Underlying macroeconomic factors: The growing popularity of Hard Seltzer in Ukraine can also be attributed to several underlying macroeconomic factors. The country has experienced steady economic growth in recent years, which has led to an increase in disposable income among consumers. This, coupled with a growing middle class, has created a larger consumer base with the purchasing power to afford premium and imported products like Hard Seltzer. In conclusion, the Hard Seltzer market in Ukraine is experiencing significant growth due to changing consumer preferences, the introduction of local brands and flavors, the expansion of distribution channels, and underlying macroeconomic factors. As the market continues to evolve, it is likely that we will see further innovation and competition in this space.

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.