Hard Seltzer - Argentina

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

Customer preferences: Argentinian consumers have shown a growing interest in healthier beverage options, which has contributed to the rise in popularity of Hard Seltzers. These beverages are low in calories and sugar, appealing to health-conscious individuals who are looking for alternatives to traditional alcoholic beverages. Additionally, the refreshing and light nature of Hard Seltzers has resonated with consumers, particularly during the hot summer months in Argentina.

Trends in the market: One of the key trends in the Hard Seltzer market in Argentina is the increasing number of brands and flavors available. As the demand for Hard Seltzers has grown, both local and international companies have entered the market, offering a wide range of options to consumers. This has led to increased competition and innovation, with brands introducing unique flavors and variations to cater to different consumer preferences. Another trend in the market is the rise of Hard Seltzers as a popular choice among younger consumers. The millennial and Gen Z demographics, in particular, have embraced Hard Seltzers as a trendy and fashionable beverage option. The social media influence and the desire to try new and unique products have contributed to the growing popularity of Hard Seltzers among these consumer segments.

Local special circumstances: Argentina's vibrant social culture and the popularity of outdoor activities have also played a role in the growth of the Hard Seltzer market. Hard Seltzers are often seen as a convenient and portable option for social gatherings, picnics, and outdoor events. The ready-to-drink nature of Hard Seltzers, combined with their refreshing taste, makes them a popular choice for those looking for a convenient and enjoyable beverage option.

Underlying macroeconomic factors: The economic stability and increasing disposable income in Argentina have also contributed to the growth of the Hard Seltzer market. As consumers have more purchasing power, they are willing to explore new and premium beverage options. This has created a favorable environment for the introduction and expansion of Hard Seltzer brands in the market. In conclusion, the Hard Seltzer market in Argentina has experienced significant growth due to shifting consumer preferences towards healthier and lighter beverage options, the introduction of a wide range of brands and flavors, the popularity among younger consumers, the country's vibrant social culture, and the economic stability with increasing disposable income. These factors have created a favorable market environment for the growth and expansion of the Hard Seltzer market in Argentina.

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.