Hard Seltzer - Central Asia

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

Customer preferences: Customers in Central Asia are increasingly seeking out healthier and lower-calorie beverage options. This shift in consumer preferences towards healthier lifestyles and wellness has contributed to the rising popularity of Hard Seltzers. The low-calorie and low-sugar content of Hard Seltzers make them an attractive choice for health-conscious individuals who still want to enjoy an alcoholic beverage. Additionally, the refreshing and fruity flavors of Hard Seltzers appeal to consumers looking for a light and flavorful drinking experience.

Trends in the market: One of the key trends in the Hard Seltzer market in Central Asia is the introduction of local and regional brands. While international brands initially dominated the market, local players have recognized the growing demand for Hard Seltzers and have started to enter the market with their own offerings. These local brands often leverage regional flavors and ingredients to cater to the preferences of the Central Asian consumers. This trend has led to a diversification of product offerings and increased competition in the market. Another trend in the market is the expansion of distribution channels. Initially, Hard Seltzers were primarily available in specialized liquor stores and bars. However, as the market has grown, manufacturers have started to partner with supermarkets, convenience stores, and online platforms to reach a wider customer base. This expansion of distribution channels has made Hard Seltzers more accessible to consumers, further fueling the market growth.

Local special circumstances: Central Asia has a diverse cultural landscape, with each country having its own unique traditions and preferences. This diversity is reflected in the Hard Seltzer market, with different countries showing varying levels of acceptance and demand for the product. For example, in some countries, where traditional alcoholic beverages have a strong cultural significance, the adoption of Hard Seltzers may be slower compared to others. However, as the market matures and consumer preferences evolve, it is expected that the demand for Hard Seltzers will continue to grow across the region.

Underlying macroeconomic factors: The economic growth and increasing disposable income in Central Asia have also contributed to the development of the Hard Seltzer market. As consumers have more purchasing power, they are willing to spend on premium and innovative products like Hard Seltzers. Additionally, the growing tourism industry in the region has also played a role in driving the demand for Hard Seltzers, as tourists from around the world bring their preferences and introduce new products to the local market. In conclusion, the Hard Seltzer market in Central Asia is experiencing growth and development due to shifting customer preferences towards healthier beverage options, the introduction of local brands, the expansion of distribution channels, and the underlying macroeconomic factors of economic growth and increasing disposable income. As the market continues to evolve, it is expected that the demand for Hard Seltzers will continue to rise, presenting opportunities for both international and local players in the region.

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.