Hard Seltzer - ASEAN

ASEAN

Highlights

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Hard Seltzer market amounts to US$152.6m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$196.0m in 2024.
Revenue, combined amounts to US$348.6m in 2024.
The revenue, at home is expected to grow annually by 1.50% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated United States (US$9bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$0.22 are generated in 2024.
In the Hard Seltzer market, volume, at home is expected to amount to 20.1m L by 2024.
Volume, out-of-home is expected to amount to 17.6m L in 2024.
Volume, combined is expected to amount to 37.6m L in 2024.
The Hard Seltzer market is expected to show a volume growth, at home of -3.2% in 2025.0.
The average volume per person, at home in the Hard Seltzer market is expected to amount to 0.03L in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Hard Seltzer market in ASEAN is experiencing significant growth and development.

Customer preferences: Customers in the ASEAN region are increasingly looking for healthier and low-calorie beverage options. Hard Seltzers, with their low calorie content and refreshing flavors, are gaining popularity among health-conscious consumers. Additionally, the younger population in ASEAN countries is more inclined towards trying new and innovative alcoholic beverages, making Hard Seltzers an attractive choice for them.

Trends in the market: One of the key trends in the Hard Seltzer market in ASEAN is the introduction of local flavors. Local beverage manufacturers are incorporating traditional flavors and ingredients from ASEAN countries into their Hard Seltzer offerings. This trend not only appeals to the local consumer base but also helps in creating a unique selling proposition in the market. Another trend observed in the market is the increasing number of collaborations between local breweries and international Hard Seltzer brands. These collaborations allow for the exchange of expertise and resources, resulting in the development of high-quality and innovative Hard Seltzer products. This trend is further fueling the growth of the market in ASEAN.

Local special circumstances: ASEAN countries have diverse cultural backgrounds and regulatory environments. This diversity poses both opportunities and challenges for the Hard Seltzer market. Local players need to navigate through different regulations and adapt their marketing strategies to cater to the specific preferences of each country. However, this also allows for customization and localization of products, which can be a key driver for success in the market.

Underlying macroeconomic factors: The growing middle class in ASEAN countries is a significant macroeconomic factor driving the development of the Hard Seltzer market. As disposable incomes rise, consumers have more purchasing power and are willing to spend on premium and innovative alcoholic beverages. This increasing consumer spending, coupled with the rising trend of socializing and dining out, creates a favorable environment for the growth of the Hard Seltzer market. Furthermore, the tourism industry in ASEAN countries plays a crucial role in the development of the Hard Seltzer market. With the region being a popular tourist destination, there is a growing demand for trendy and unique alcoholic beverages among tourists. Hard Seltzers, with their refreshing flavors and low calorie content, are becoming a preferred choice for tourists looking to try something new and exciting. In conclusion, the Hard Seltzer market in ASEAN is experiencing growth due to customer preferences for healthier beverage options, the introduction of local flavors, collaborations between local and international brands, diverse cultural backgrounds and regulatory environments, and the underlying macroeconomic factors of a growing middle class and a thriving tourism industry.

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.