Hard Seltzer - EAEU

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

Customer preferences: Customers in the EAEU region are increasingly drawn to the light and refreshing taste of Hard Seltzers. This low-calorie and low-alcohol beverage appeals to health-conscious consumers who are looking for an alternative to traditional alcoholic beverages. The convenience of ready-to-drink cans also makes Hard Seltzers popular among young adults who enjoy socializing and outdoor activities.

Trends in the market: One of the key trends in the Hard Seltzer market in EAEU is the introduction of local flavors and ingredients. Manufacturers are incorporating regional fruits and botanicals to cater to the preferences of the local consumers. This localization strategy not only adds a unique twist to the product but also helps to establish a sense of authenticity and connection with the consumers. Another trend in the market is the increasing number of craft Hard Seltzer brands. These small-scale producers focus on creating artisanal and premium products, targeting consumers who appreciate high-quality and unique flavors. Craft Hard Seltzers often differentiate themselves through their use of natural ingredients and innovative brewing techniques, appealing to consumers who seek a more refined drinking experience.

Local special circumstances: The EAEU region is known for its diverse culinary traditions and rich cultural heritage. This presents an opportunity for Hard Seltzer manufacturers to tap into the local market by incorporating traditional flavors and ingredients. By infusing local elements into their products, companies can create a sense of familiarity and nostalgia among consumers, leading to increased brand loyalty and market share.

Underlying macroeconomic factors: The growing popularity of Hard Seltzers in the EAEU region can be attributed to several macroeconomic factors. Firstly, the rising disposable income of consumers has allowed them to explore new and innovative products. As consumers become more affluent, they are willing to spend on premium beverages that offer a unique and enjoyable drinking experience. Additionally, the increasing urbanization and Westernization of the EAEU region have influenced consumer preferences. Younger generations, in particular, are adopting the drinking habits of their Western counterparts and seeking out trendy and fashionable beverages like Hard Seltzers. The influence of social media and the desire to be part of global trends further drive the demand for these products. In conclusion, the Hard Seltzer market in the EAEU region is experiencing growth and development due to customer preferences for light and refreshing beverages, the introduction of local flavors and ingredients, and the influence of macroeconomic factors such as rising disposable income and urbanization. Manufacturers can capitalize on these trends by catering to local preferences, offering unique and premium products, and leveraging the cultural heritage of 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.