Hard Seltzer - Albania

The Hard Seltzer market in Albania has been experiencing significant growth in recent years, driven by changing consumer preferences and a shift towards healthier beverage options. Customer preferences in Albania have been shifting towards lower calorie and lower sugar drinks, as consumers become more health-conscious and seek out alternatives to traditional alcoholic beverages. Hard Seltzers, which are typically low in calories and sugar, have gained popularity as a result. Additionally, the convenience of canned beverages and the variety of flavors offered by Hard Seltzer brands have also contributed to their appeal among Albanian consumers. Trends in the market indicate a growing demand for Hard Seltzers in Albania. This can be attributed to the increasing influence of global beverage trends and the rising popularity of Hard Seltzers in other countries. As consumers become more exposed to international trends through social media and travel, they are more likely to seek out and try new products, including Hard Seltzers. The success of Hard Seltzer brands in neighboring countries has also sparked interest and curiosity among Albanian consumers. Local special circumstances in Albania, such as the hot climate and the popularity of outdoor activities, have further contributed to the growth of the Hard Seltzer market. Hard Seltzers are refreshing and easy to consume, making them a popular choice for outdoor gatherings, picnics, and beach trips. The convenience of canned beverages also makes them well-suited for on-the-go consumption. Underlying macroeconomic factors, such as rising disposable incomes and a growing middle class, have also played a role in the development of the Hard Seltzer market in Albania. As consumers have more spending power, they are willing to explore and invest in new and innovative products. The affordability of Hard Seltzers compared to other alcoholic beverages has made them an attractive option for consumers looking for a premium experience without breaking the bank. In conclusion, the Hard Seltzer market in Albania is witnessing significant growth due to changing consumer preferences, global beverage trends, local special circumstances, and underlying macroeconomic factors. As consumers continue to prioritize health and wellness, and seek out convenient and refreshing beverage options, the demand for Hard Seltzers is expected to continue its upward trajectory in the Albanian market.

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.