Hard Seltzer - Central Africa

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

Customer preferences: Customers in Central Africa are increasingly seeking out healthier and low-calorie beverage options. This shift in consumer preferences is driven by a growing awareness of the importance of leading a healthy lifestyle and making conscious choices about what they consume. Additionally, there is a rising demand for refreshing and flavorful beverages that can be enjoyed both on their own or as mixers in cocktails.

Trends in the market: One of the key trends in the Hard Seltzer market in Central Africa is the introduction of locally produced and flavored options. Local brands are capitalizing on the rich diversity of fruits and flavors available in the region, creating unique and appealing Hard Seltzer variants that cater to the local taste preferences. This trend not only offers consumers a wider range of choices but also supports the local economy by utilizing locally sourced ingredients. Another trend in the market is the increasing availability and accessibility of Hard Seltzers. As the market continues to grow, more retailers and distributors are recognizing the demand for these products and are expanding their offerings. This has led to a wider distribution network, making Hard Seltzers more readily available to consumers across Central Africa.

Local special circumstances: Central Africa has a vibrant and diverse culture, with each country having its own unique traditions and preferences. This presents an opportunity for Hard Seltzer brands to tailor their products to the local market. By understanding and incorporating local tastes and preferences, brands can effectively cater to the specific needs of consumers in each country. Additionally, the region's warm climate and the popularity of outdoor activities make Hard Seltzers an appealing choice for consumers looking for a refreshing and light beverage option.

Underlying macroeconomic factors: The growing middle class in Central Africa is a key driver of 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 products. This has created a favorable environment for the introduction and growth of Hard Seltzer brands in the region. Additionally, the increasing urbanization and westernization of Central African countries have led to a greater exposure to international trends and products, including the popularity of Hard Seltzers. In conclusion, the Hard Seltzer market in Central Africa is experiencing growth and development due to changing customer preferences for healthier and low-calorie beverages, the introduction of locally produced and flavored options, the increasing availability and accessibility of Hard Seltzers, and the underlying macroeconomic factors such as the growing middle class and urbanization. This presents a significant opportunity for both local and international brands to tap into the market and cater to the evolving needs of consumers in Central Africa.

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.