Hard Seltzer - Europe

The Hard Seltzer market in Europe has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for the growing popularity of Hard Seltzers in Europe is the increasing demand for low-calorie and low-sugar alcoholic beverages. Consumers are becoming more health-conscious and are actively seeking out alternatives to traditional alcoholic beverages that are often high in calories and sugar. Hard Seltzers, with their lower calorie and sugar content, are seen as a healthier option by many consumers.

Trends in the market: One of the key trends in the Hard Seltzer market in Europe is the introduction of a wide range of flavors. Initially, Hard Seltzers were available in limited flavors, but now manufacturers are offering a variety of options to cater to different consumer preferences. This trend has been driven by the desire to attract a wider customer base and provide more choices for consumers. Another trend in the market is the increasing number of local and craft Hard Seltzer brands. While global brands dominate the market, there has been a rise in local and craft producers offering unique and artisanal Hard Seltzers. This trend is driven by the growing demand for locally sourced and authentic products, as well as the desire to support local businesses.

Local special circumstances: Each country in Europe has its own unique set of circumstances that influence the development of the Hard Seltzer market. For example, in countries with a strong beer culture, such as Germany and the Czech Republic, the introduction of Hard Seltzers has faced some resistance. Traditional beer drinkers may not be as receptive to the concept of Hard Seltzers and may prefer to stick to their traditional choices. On the other hand, countries with a more diverse and experimental drinking culture, such as the United Kingdom and Spain, have seen a faster adoption of Hard Seltzers. These countries have a history of embracing new and innovative alcoholic beverages, making them more open to trying out Hard Seltzers.

Underlying macroeconomic factors: The growing popularity of Hard Seltzers in Europe can also be attributed to several underlying macroeconomic factors. One of the main factors is the increasing disposable income of consumers. As incomes rise, consumers are more willing to spend on premium and innovative products, such as Hard Seltzers. Additionally, the influence of social media and digital marketing cannot be ignored. Hard Seltzer brands have effectively utilized social media platforms to create awareness and generate interest among consumers. The visually appealing and trendy nature of Hard Seltzers makes them highly shareable on social media, further driving their popularity. In conclusion, the Hard Seltzer market in Europe is experiencing significant growth due to changing customer preferences, the introduction of new flavors, the rise of local and craft brands, and underlying macroeconomic factors. While each country in Europe has its own unique circumstances, the overall trend towards healthier and more diverse alcoholic beverages is driving the growth of the Hard Seltzer 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.