Hard Seltzer - Eastern Africa

The Hard Seltzer market in Eastern Africa has been experiencing significant growth in recent years, driven by changing consumer preferences and a growing demand for low-alcohol and healthier beverage options.

Customer preferences: In Eastern Africa, consumers are increasingly seeking out beverages that offer a refreshing and light drinking experience. Hard Seltzers, with their low-alcohol content and fizzy, fruit-flavored profiles, perfectly align with these preferences. Moreover, the rising health consciousness among consumers has led to a shift towards beverages with fewer calories and less sugar. Hard Seltzers, being low in both alcohol and calories, have emerged as a popular choice among health-conscious individuals in the region.

Trends in the market: One of the key trends in the Eastern African Hard Seltzer market is the introduction of locally-inspired flavors. Beverage companies are leveraging the rich and diverse culinary traditions of the region to create unique and enticing flavor profiles. This trend not only appeals to local consumers but also attracts tourists and expatriates who are looking to explore the local culture through their beverage choices. Another trend that is driving the growth of the Hard Seltzer market in Eastern Africa is the increasing availability of craft and artisanal options. Small-scale breweries and beverage companies are entering the market with their own unique offerings, catering to the demand for premium and high-quality products. This trend reflects the growing sophistication and discerning taste of consumers in the region.

Local special circumstances: Eastern Africa is known for its vibrant nightlife and social scenes, with a significant portion of the population being young and urban. This demographic is more open to experimenting with new and innovative beverage options, making it an ideal market for Hard Seltzers. Additionally, the region's warm climate and outdoor lifestyle further contribute to the popularity of refreshing and light alcoholic beverages like Hard Seltzers.

Underlying macroeconomic factors: The economic growth and increasing disposable income in Eastern Africa have also played a role in the development of the Hard Seltzer market. As people's purchasing power increases, they are willing to spend more on premium and niche products, including Hard Seltzers. Moreover, the region's growing middle class and urbanization have led to a shift in consumer preferences towards more aspirational and trendy beverages. In conclusion, the Hard Seltzer market in Eastern Africa is experiencing significant growth due to changing customer preferences, including a desire for low-alcohol and healthier options. The introduction of locally-inspired flavors and the availability of craft and artisanal products are also driving this growth. The region's vibrant nightlife, warm climate, and increasing disposable income further contribute to the popularity of Hard Seltzers.

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.