Hard Seltzer - Kazakhstan

The Hard Seltzer market in Kazakhstan has been experiencing significant growth in recent years, driven by changing consumer preferences and a growing demand for healthier and low-calorie alcoholic beverages.

Customer preferences: In line with global trends, customers in Kazakhstan are increasingly seeking healthier and more diverse alcoholic beverage options. Hard Seltzers, with their low calorie and low sugar content, have emerged as a popular choice among health-conscious consumers. The convenience of ready-to-drink canned beverages also appeals to busy urban dwellers who are looking for a refreshing and convenient option.

Trends in the market: One of the key trends in the Hard Seltzer market in Kazakhstan is the increasing availability of local and international brands. As the demand for Hard Seltzers grows, both local and international beverage companies are entering the market to cater to the rising consumer interest. This has led to a wider variety of flavors and options for consumers to choose from. Another trend in the market is the rising popularity of flavored Hard Seltzers. While traditional Hard Seltzers are typically unflavored or lightly flavored, there is a growing demand for more adventurous and unique flavors. This trend is driven by consumers who are looking for new and exciting taste experiences.

Local special circumstances: Kazakhstan's growing middle class and urbanization have played a significant role in the development of the Hard Seltzer market. As more people move to urban areas and experience higher disposable incomes, there is a greater demand for premium and imported products. This has created opportunities for international Hard Seltzer brands to enter the market and cater to the rising demand.

Underlying macroeconomic factors: The growth of the Hard Seltzer market in Kazakhstan is also influenced by broader macroeconomic factors. The country's stable economic growth and increasing disposable incomes have contributed to a rise in consumer spending. Additionally, changing demographics, with a younger and more health-conscious population, have also fueled the demand for healthier alcoholic beverages. In conclusion, the Hard Seltzer market in Kazakhstan is experiencing significant growth due to changing consumer preferences, increasing availability of local and international brands, and the influence of underlying macroeconomic factors. As consumers in Kazakhstan continue to seek healthier and more diverse alcoholic beverage options, the market for Hard Seltzers is likely 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.