Hard Seltzer - Central & Western Europe

The Hard Seltzer market in Central & Western Europe has witnessed significant growth in recent years, driven by changing consumer preferences and a desire for healthier alcoholic beverage options.

Customer preferences: Consumers in Central & Western Europe 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 as a healthier alternative to beer and other alcoholic drinks. The appeal of Hard Seltzers lies in their low calorie and low sugar content, making them an attractive choice for health-conscious individuals. Additionally, the wide range of flavors available in Hard Seltzers appeals to consumers who are looking for variety and experimentation in their drink choices.

Trends in the market: One of the key trends in the Hard Seltzer market in Central & Western Europe is the growing number of local and regional brands entering the market. While international brands initially dominated the market, local players have quickly caught up and are now offering their own unique flavors and variations of Hard Seltzers. This trend is driven by the desire for consumers to support local businesses and the increasing demand for locally sourced and produced products. Another trend in the market is the rise of premium and craft Hard Seltzers. As the market becomes more saturated with various brands and flavors, consumers are willing to pay a premium for higher-quality and more artisanal options. Craft Hard Seltzers offer unique and innovative flavors, often using locally sourced ingredients, which appeals to consumers who are looking for a more elevated drinking experience.

Local special circumstances: In Central & Western Europe, the Hard Seltzer market is influenced by the region's strong beer culture. While beer remains the dominant alcoholic beverage in many countries in the region, the rise of Hard Seltzers presents a new and exciting option for consumers. The popularity of Hard Seltzers is further enhanced by their versatility, as they can be enjoyed on their own or used as mixers in cocktails, appealing to a wide range of consumers.

Underlying macroeconomic factors: The growth of the Hard Seltzer market in Central & Western Europe can also be attributed to broader macroeconomic factors. The region has seen a shift towards healthier lifestyles, with consumers increasingly conscious of their dietary choices. This has led to a demand for healthier alcoholic beverages, such as Hard Seltzers, which align with these lifestyle choices. Furthermore, the rise of social media and influencer culture has played a significant role in the growth of the Hard Seltzer market. Influencers and celebrities often promote Hard Seltzers as a trendy and fashionable drink choice, leading to increased awareness and demand among consumers. In conclusion, the Hard Seltzer market in Central & Western Europe is experiencing rapid growth due to changing consumer preferences for healthier alcoholic beverages. The market is characterized by a wide range of flavors and a growing number of local and craft brands. With the region's strong beer culture and the influence of macroeconomic factors, the Hard Seltzer market is expected to continue its upward trajectory 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.