Hard Seltzer - Italy

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

Customer preferences: Italian consumers have shown a growing interest in healthier beverage options, which has contributed to the rise in popularity of Hard Seltzers. With an increasing focus on health and wellness, many consumers are seeking out low-calorie and low-sugar alternatives to traditional alcoholic beverages. Hard Seltzers, with their lower calorie and sugar content compared to other alcoholic drinks, have quickly gained favor among health-conscious individuals. Additionally, the refreshing and light nature of Hard Seltzers appeals to consumers looking for a more refreshing and easy-to-drink option.

Trends in the market: One of the key trends in the Hard Seltzer market in Italy is the introduction of locally produced options. While international brands initially dominated the market, local players have started to enter the scene, offering Italian consumers a wider range of choices. This trend is driven by the desire to cater to local tastes and preferences, as well as the growing demand for artisanal and craft products. Local producers are leveraging their knowledge of Italian flavors and ingredients to create unique and appealing Hard Seltzer options that resonate with consumers. Another trend in the market is the expansion of flavor options. Initially, Hard Seltzers were limited to a few basic flavors, such as lime and grapefruit. However, as the market has grown, so too has the variety of flavors available. Italian consumers now have access to a wide range of flavors, including more exotic and innovative options. This trend reflects the evolving preferences of consumers who are seeking new and exciting taste experiences.

Local special circumstances: Italy has a strong culture of food and beverage consumption, with a rich history of wine production. However, the rise of the Hard Seltzer market in Italy is challenging the dominance of traditional alcoholic beverages. While wine and beer continue to be popular choices, the emergence of Hard Seltzers as a trendy and healthier alternative is reshaping the beverage landscape. This shift in consumer preferences is driven by the desire for variety and innovation, as well as the increasing awareness of health and wellness.

Underlying macroeconomic factors: The growth of the Hard Seltzer market in Italy is also influenced by broader macroeconomic factors. Italy's economy has been experiencing steady growth in recent years, leading to increased disposable income and consumer spending. This has created a favorable environment for the expansion of the alcoholic beverage market, including the Hard Seltzer segment. Additionally, the rise of e-commerce and online shopping platforms has made it easier for consumers to access and purchase a wide range of products, including Hard Seltzers. The convenience and accessibility offered by online channels have contributed to the market's growth. In conclusion, the Hard Seltzer market in Italy is thriving due to changing consumer preferences, the introduction of locally produced options, the expansion of flavor choices, and the underlying macroeconomic factors. As consumers continue to prioritize health and wellness, and seek out new and exciting taste experiences, the market is expected to continue its upward trajectory.

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.