Hard Seltzer - Ghana

The Hard Seltzer market in Ghana has been experiencing significant growth in recent years, driven by changing consumer preferences and local special circumstances.

Customer preferences: Customers in Ghana are increasingly seeking out low-calorie and refreshing alcoholic beverages, which has contributed to the rise in popularity of Hard Seltzers. With a growing health-conscious population, consumers are looking for alternatives to traditional high-calorie and sugar-laden alcoholic drinks. Hard Seltzers, with their lower calorie content and natural flavors, have emerged as a favored option among this demographic.

Trends in the market: One of the key trends in the Hard Seltzer market in Ghana is the increasing availability and variety of flavors. Manufacturers are introducing a wide range of fruit flavors, such as mango, passion fruit, and pineapple, to cater to the diverse taste preferences of consumers. This trend is in line with the global market, where flavor innovation has played a crucial role in the success of Hard Seltzers. Another trend in the market is the growing number of local breweries and beverage companies entering the Hard Seltzer segment. This has led to increased competition and a wider range of options for consumers. Local players are leveraging their knowledge of the Ghanaian market and incorporating local ingredients and flavors into their products, giving them a unique selling proposition.

Local special circumstances: Ghana has a vibrant and dynamic nightlife scene, with a growing number of bars, clubs, and restaurants catering to a young and urban population. Hard Seltzers have gained popularity in these establishments as they offer a refreshing and easy-to-drink alternative to traditional alcoholic beverages. The rise of social media and influencer culture has also contributed to the visibility and desirability of Hard Seltzers among the younger demographic.

Underlying macroeconomic factors: Ghana's economy has been experiencing steady growth in recent years, leading to an increase in disposable income and purchasing power. This has allowed consumers to explore new and premium products, including Hard Seltzers. Additionally, the country's relatively young population and changing lifestyles have created a favorable environment for the growth of the alcoholic beverage industry. As more Ghanaians embrace a modern and cosmopolitan lifestyle, the demand for trendy and innovative alcoholic beverages like Hard Seltzers is expected to continue rising. In conclusion, the Hard Seltzer market in Ghana is developing rapidly due to changing customer preferences, including a desire for low-calorie and refreshing alcoholic beverages. The market is characterized by an increasing variety of flavors and the entry of local players, who are catering to the unique taste preferences of Ghanaian consumers. The local nightlife scene and favorable macroeconomic factors are also contributing to the 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.