Hard Seltzer - Australia

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

Customer preferences: One of the key reasons for the growth of the Hard Seltzer market in Australia is the changing preferences of consumers. With an increasing focus on health and wellness, many Australians are seeking low-calorie and low-sugar alternatives to traditional alcoholic beverages. Hard Seltzers, with their lower calorie and sugar content compared to beer and other alcoholic drinks, have emerged as a popular choice among health-conscious consumers. Additionally, the availability of a wide range of flavors in Hard Seltzers appeals to those looking for variety and experimentation in their alcoholic beverages.

Trends in the market: The trend of health and wellness is not unique to Australia, but it has certainly influenced the growth of the Hard Seltzer market in the country. The global trend of consumers seeking healthier alternatives to traditional alcoholic beverages has paved the way for the rise of Hard Seltzers. This trend has been further accelerated by the increasing popularity of low-carb and low-sugar diets, which have prompted consumers to look for alcoholic beverages that align with their dietary preferences.

Local special circumstances: Australia's warm climate and outdoor lifestyle also contribute to the growth of the Hard Seltzer market. With its refreshing and light taste, Hard Seltzer is well-suited for consumption in hot weather and outdoor settings. The convenience of canned Hard Seltzers makes them particularly appealing for picnics, barbecues, and other outdoor activities. This aligns well with the Australian culture of enjoying outdoor leisure activities and socializing with friends and family.

Underlying macroeconomic factors: Australia's strong economy and high disposable income levels have also played a role in the growth of the Hard Seltzer market. With a relatively affluent population, Australians have the means to spend on premium and innovative alcoholic beverages. This has created a favorable environment for the introduction and expansion of Hard Seltzer brands in the country. Additionally, the increasing trend of premiumization in the alcohol industry has further supported the growth of the Hard Seltzer market, as consumers are willing to pay a premium for higher quality and more unique products. In conclusion, the Hard Seltzer market in Australia is experiencing significant growth due to changing customer preferences, the global trend of seeking healthier alternatives, the country's warm climate and outdoor lifestyle, and the underlying macroeconomic factors of a strong economy and high disposable income levels. As these factors continue to shape consumer behavior, it is expected that the Hard Seltzer market in Australia will continue to expand in the coming years.

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.