Hard Seltzer - G20

G20

Highlights

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Hard Seltzer market amounts to US$9.8bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$7.0bn in 2024.
Revenue, combined amounts to US$16.8bn in 2024.
The revenue, at home is expected to grow annually by 0.65% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated United States (US$9bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$1.97 are generated in 2024.
In the Hard Seltzer market, volume, at home is expected to amount to 1.7bn L by 2024.
Volume, out-of-home is expected to amount to 450.4m L in 2024.
Volume, combined is expected to amount to 2.1bn L in 2024.
The Hard Seltzer market is expected to show a volume growth, at home of -3.4% in 2025.0.
The average volume per person, at home in the Hard Seltzer market is expected to amount to 0.34L in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Hard Seltzer market in G20 has been experiencing significant growth in recent years.

Customer preferences: Consumers in G20 countries have shown a growing preference for low-calorie and low-sugar alcoholic beverages, which has contributed to the rise in popularity of Hard Seltzers. These beverages are often marketed as a healthier alternative to traditional alcoholic drinks, appealing to health-conscious consumers who are seeking lighter options. Additionally, the fruity flavors and refreshing taste of Hard Seltzers have resonated with younger consumers, who are looking for new and exciting beverage options.

Trends in the market: The Hard Seltzer market in G20 countries has witnessed several key trends. One notable trend is the increasing number of brands and product offerings in the market. As the demand for Hard Seltzers continues to grow, both established beverage companies and new players are entering the market to capitalize on the opportunity. This has led to a wide variety of flavors and options available to consumers, catering to different tastes and preferences. Another trend is the expansion of the market beyond traditional retail channels. While Hard Seltzers were initially sold primarily through liquor stores and supermarkets, they are now increasingly available in bars, restaurants, and even online platforms. This shift in distribution channels has made Hard Seltzers more accessible to consumers, further fueling their popularity.

Local special circumstances: While the overall trend of the Hard Seltzer market is similar across G20 countries, there are some local special circumstances that influence its development. For example, in countries like the United States, Canada, and Australia, where the craft beer industry is well-established, there has been a natural progression towards the production and consumption of Hard Seltzers. Craft breweries have been quick to recognize the potential of this emerging market and have started producing their own versions of Hard Seltzers to cater to their existing customer base. In countries like Germany and Belgium, known for their rich beer traditions, the acceptance and adoption of Hard Seltzers have been slower. Traditional beer culture and strong competition from other alcoholic beverages have posed challenges for the growth of the Hard Seltzer market in these regions. However, as consumer preferences evolve and the demand for lighter and more refreshing options increases, the market for Hard Seltzers is gradually gaining traction.

Underlying macroeconomic factors: The growth of the Hard Seltzer market in G20 countries is also influenced by underlying macroeconomic factors. Rising disposable incomes, urbanization, and changing lifestyles have contributed to the increased demand for convenience and novel beverage options. Additionally, the growing trend of socializing and drinking in moderation has further propelled the popularity of Hard Seltzers, as they offer a lighter and more socially acceptable alternative to traditional alcoholic drinks. Furthermore, the COVID-19 pandemic has had both positive and negative impacts on the Hard Seltzer market. On one hand, the closure of bars and restaurants during lockdowns has led to a surge in at-home consumption, benefiting the sales of packaged alcoholic beverages like Hard Seltzers. On the other hand, the economic downturn and uncertainty caused by the pandemic have affected consumer spending and overall market growth. In conclusion, the Hard Seltzer market in G20 countries is experiencing significant growth due to changing customer preferences, the emergence of new trends, local special circumstances, and underlying macroeconomic factors. As consumers continue to seek healthier and more refreshing beverage options, the market for Hard Seltzers is expected to expand further 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.