Hard Seltzer - Austria

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

Customer preferences: Consumers in Austria are increasingly seeking out low-calorie and low-sugar alternatives to traditional alcoholic beverages. Hard Seltzers, with their light and refreshing taste, have quickly gained popularity among health-conscious individuals. The market is also benefiting from the rising trend of moderation, as more consumers are looking for beverages with lower alcohol content.

Trends in the market: One of the key trends in the Hard Seltzer market in Austria is the introduction of locally produced and artisanal options. Domestic brands are capitalizing on the growing demand for authentic and locally sourced products, offering unique flavors and ingredients that cater to the local palate. This trend aligns with the broader consumer preference for supporting local businesses and reducing the carbon footprint associated with imported goods. Another trend in the market is the increasing availability of Hard Seltzers in various retail channels. While initially limited to specialty stores and bars, Hard Seltzers are now widely available in supermarkets and convenience stores across Austria. This expanded distribution network has made the product more accessible to a larger consumer base, further driving its popularity.

Local special circumstances: Austria's strong beer culture and long-standing tradition of brewing have contributed to the growth of the Hard Seltzer market. The country's rich brewing heritage has fostered a culture of experimentation and innovation, with breweries diversifying their product offerings to include Hard Seltzers. This has allowed them to tap into a new market segment while leveraging their existing expertise in beverage production. The tourism industry in Austria has also played a role in the development of the Hard Seltzer market. With the country being a popular tourist destination, especially during the summer months, there is a high demand for refreshing and light alcoholic beverages. Hard Seltzers, with their fruity flavors and low alcohol content, have become a popular choice among tourists looking for a refreshing drink to enjoy during their visit.

Underlying macroeconomic factors: The growing health and wellness trend, coupled with an increasing focus on sustainability, are driving the growth of the Hard Seltzer market in Austria. As consumers become more conscious of their dietary choices and environmental impact, they are seeking out beverages that align with their values. Hard Seltzers, with their low-calorie and low-sugar profiles, as well as their use of natural ingredients, are seen as a healthier and more sustainable alternative to traditional alcoholic beverages. Furthermore, the COVID-19 pandemic has accelerated the growth of the Hard Seltzer market in Austria. With restrictions on social gatherings and the closure of bars and restaurants, consumers have turned to at-home consumption. Hard Seltzers, with their convenient packaging and ready-to-drink format, have become a popular choice for individuals looking to enjoy a refreshing alcoholic beverage in the comfort of their own homes. In conclusion, the Hard Seltzer market in Austria is experiencing growth due to changing consumer preferences towards healthier and lower-alcohol beverages. The introduction of local and artisanal options, increased availability in retail channels, and the influence of Austria's beer culture and tourism industry have all contributed to the market's development. Additionally, macroeconomic factors such as the health and wellness trend and the COVID-19 pandemic have further fueled the demand for Hard Seltzers in Austria.

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.