Hard Seltzer - D-A-CH

The Hard Seltzer market in D-A-CH is experiencing significant growth and development.

Customer preferences: Hard Seltzer has gained popularity among consumers in D-A-CH due to its low calorie and low sugar content, making it an attractive choice for health-conscious individuals. Additionally, the trend of clean and transparent labeling has also contributed to the increased demand for Hard Seltzer. Consumers are seeking beverages that are free from artificial flavors and colors, and Hard Seltzer meets these preferences.

Trends in the market: In Germany, the Hard Seltzer market has witnessed a surge in new product launches by both domestic and international brands. This trend can be attributed to the increasing consumer demand for healthier and more refreshing alternatives to traditional alcoholic beverages. The introduction of innovative flavors and the use of natural ingredients have also been key drivers of the market growth in Germany. In Austria, the Hard Seltzer market is still in its nascent stage but is expected to witness substantial growth in the coming years. The younger generation, in particular, is showing a growing interest in Hard Seltzer, as it aligns with their preference for healthier and lighter alcoholic beverages. The market is witnessing the entry of new players and the expansion of existing brands to cater to this emerging demand. Switzerland, on the other hand, has seen a slower adoption of Hard Seltzer compared to its neighboring countries. This can be attributed to the strong tradition of beer consumption in the country. However, there is a growing segment of health-conscious consumers in Switzerland who are looking for alternatives to beer. As a result, some local breweries have started producing Hard Seltzer to tap into this niche market.

Local special circumstances: In Germany, the Reinheitsgebot, a beer purity law that restricts the use of ingredients other than water, malt, hops, and yeast, poses a challenge for Hard Seltzer manufacturers. However, some brands have found ways to overcome this hurdle by using natural flavors and ingredients that comply with the law. This shows the adaptability and innovation of the industry in response to local regulations. In Austria, the presence of well-established beer brands has created a competitive landscape for Hard Seltzer. While this poses challenges for new entrants, it also indicates the potential for collaborations and partnerships between traditional breweries and Hard Seltzer manufacturers, which can help in expanding the market.

Underlying macroeconomic factors: The growing health and wellness trend, coupled with changing consumer preferences, is a key driver of the Hard Seltzer market in D-A-CH. As consumers become more conscious of their alcohol consumption and seek healthier options, the demand for Hard Seltzer is expected to continue rising. Furthermore, the increasing popularity of social gatherings and outdoor activities, such as picnics and barbecues, has also contributed to the growth of the Hard Seltzer market. Its refreshing and light nature makes it an ideal choice for such occasions. Overall, the Hard Seltzer market in D-A-CH is witnessing significant growth due to changing consumer preferences, the introduction of innovative flavors, and the rising demand for healthier alcoholic beverages. While each country in the region has its own unique market dynamics and challenges, the underlying macroeconomic factors are driving the overall growth of the market.

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.