Hard Seltzer - Worldwide

The Hard Seltzer market is experiencing significant growth worldwide, driven by changing consumer preferences and a shift towards healthier beverage options.

Customer preferences: Consumers are increasingly opting for low-calorie and low-sugar alternatives to traditional alcoholic beverages. Hard Seltzers, with their light and refreshing taste, fit this requirement perfectly. The market is attracting a wide range of consumers, including health-conscious individuals, millennials, and those looking for gluten-free options. The convenience of ready-to-drink cans and the availability of a variety of flavors are also contributing to the growing popularity of Hard Seltzers.

Trends in the market: The United States has been at the forefront of the Hard Seltzer trend, with several established and emerging brands competing for market share. However, the trend is now spreading to other countries, including the United Kingdom, Canada, Australia, and several European nations. Each country has its own unique preferences when it comes to flavors and branding, leading to the development of localized Hard Seltzer offerings. For example, in the United Kingdom, fruit flavors such as raspberry and blackberry are popular, while in Australia, tropical flavors like mango and passionfruit are in high demand.

Local special circumstances: In addition to regional flavor preferences, local regulations and cultural factors also influence the development of the Hard Seltzer market. For instance, in some countries, the definition of what can be classified as a Hard Seltzer may vary, leading to different product formulations and labeling requirements. Furthermore, cultural norms around alcohol consumption may impact the marketing and positioning of Hard Seltzers in certain regions.

Underlying macroeconomic factors: The growth of the Hard Seltzer market is also influenced by macroeconomic factors such as disposable income, consumer confidence, and the overall state of the economy. In countries with a strong economy and higher disposable incomes, consumers are more likely to spend on premium and innovative beverage options like Hard Seltzers. On the other hand, in countries facing economic challenges, consumers may prioritize more affordable options, limiting the growth potential of the market. Overall, the Hard Seltzer market is thriving worldwide due to the increasing demand for healthier and more convenient alcoholic beverages. As consumer preferences continue to evolve, the market is likely to witness further innovation and expansion, with new flavors and localized offerings catering to different regional tastes. The success of the market will also depend on how brands navigate local regulations and cultural considerations, while also considering the macroeconomic factors that shape consumer spending habits.

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.