Hard Seltzer - LATAM

Hard Seltzer is a fast-growing sector in the Alcoholic Drinks market. Hard Seltzers are a relatively new product and only became popular in the U.S. in 2013. Although hard seltzers have now also been introduced into other countries, the U.S. is expected to continue to be the biggest market. A notable market entrant is Soft Drinks giant Coca-Cola. After a long period of abstaining from entering the Alcoholic Drinks market, Coca-Cola entered the Alcoholic Drinks market in 2018, introducing mainly carbonated alcoholic beverages.

In comparison to other alcoholic drinks, hard seltzers have a relatively low alcohol content of just 4– 6% ABV and a low calorie count. This makes hard seltzer a more appealing choice to health-conscious consumers and a younger demographic when compared to other alcoholic drinks.

When it comes to supply and demand, we can expect further growth in the Hard Seltzer market in the future. While the penetration rate of hard seltzer outside of North America is quite low, there continues to be tremendous growth potential globally.

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.