Hard Seltzer - Americas

The Hard Seltzer market in Americas has been experiencing significant growth in recent years, driven by changing consumer preferences and a shift towards healthier beverage options.

Customer preferences: Consumers in the Americas have shown a growing interest in low-calorie and low-sugar beverages, which has contributed to the rise in popularity of Hard Seltzers. These beverages are typically made with carbonated water, alcohol, and natural flavors, offering a refreshing and lighter alternative to traditional alcoholic drinks. The appeal of Hard Seltzers lies in their ability to provide a flavorful and enjoyable drinking experience without the guilt of consuming excessive calories or sugar.

Trends in the market: One of the key trends in the Hard Seltzer market in Americas is the increasing variety of flavors and brands available to consumers. As the demand for Hard Seltzers continues to grow, beverage companies are introducing new and innovative flavors to cater to different consumer preferences. From classic fruit flavors like lemon and lime to more unique options such as mango or watermelon, the market is becoming increasingly diverse. This trend is driven by the desire to attract a wider audience and provide consumers with a range of options to choose from. Another trend in the market is the expansion of distribution channels for Hard Seltzers. Initially, these beverages were primarily available in liquor stores and bars. However, as the market has grown, they have become more widely available in supermarkets, convenience stores, and online platforms. This increased accessibility has made it easier for consumers to purchase Hard Seltzers and has contributed to their rising popularity.

Local special circumstances: In the United States, the largest market for Hard Seltzers in the Americas, the legal drinking age of 21 has played a role in shaping the market. With a large population of young adults who are looking for alternative alcoholic beverages, Hard Seltzers have gained traction as a trendy and socially acceptable option. Additionally, the culture of outdoor activities and social gatherings in the US has also contributed to the popularity of these beverages, as they are often marketed as a refreshing drink for picnics, barbecues, and other outdoor events.

Underlying macroeconomic factors: The growing health and wellness trend in the Americas has had a significant impact on the Hard Seltzer market. As consumers become more conscious of their dietary choices, they are seeking out beverages that align with their desire for healthier options. Hard Seltzers, with their low-calorie and low-sugar profiles, have positioned themselves as a more attractive choice compared to traditional alcoholic beverages. Additionally, the increasing popularity of Hard Seltzers can also be attributed to the rise of the craft beer movement, which has created a demand for unique and artisanal alcoholic beverages. In conclusion, the Hard Seltzer market in the Americas is experiencing growth due to changing customer preferences for healthier and low-calorie beverage options. The availability of a wide range of flavors and the expansion of distribution channels have contributed to the market's success. Local special circumstances, such as the legal drinking age and the culture of outdoor activities, have also played a role in shaping the market. Overall, the growing health and wellness trend and the rise of the craft beer movement are underlying macroeconomic factors driving the development of the Hard Seltzer market in the Americas.

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.