Hard Seltzer - Myanmar

The Hard Seltzer market in Myanmar is experiencing significant growth and development due to changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: In recent years, there has been a shift in customer preferences towards healthier and low-calorie alcoholic beverages. Consumers are becoming more health-conscious and are seeking alternatives to traditional high-calorie drinks. Hard Seltzers, with their low calorie and low sugar content, have gained popularity among health-conscious consumers in Myanmar. The refreshing and light nature of Hard Seltzers appeals to consumers who are looking for a lighter and more refreshing alternative to traditional alcoholic beverages.

Trends in the market: One of the key trends driving the growth of the Hard Seltzer market in Myanmar is the increasing demand for ready-to-drink beverages. Busy lifestyles and the convenience factor have led to a rise in the popularity of ready-to-drink options. Hard Seltzers, with their pre-mixed and easy-to-consume nature, cater to this demand for convenience. Another trend that is contributing to the growth of the Hard Seltzer market in Myanmar is the rising popularity of flavored alcoholic beverages. Consumers are seeking variety and unique flavors in their alcoholic beverages, and Hard Seltzers offer a wide range of flavors to choose from. The availability of different fruit flavors in Hard Seltzers appeals to consumers who are looking for a refreshing and flavorful drinking experience.

Local special circumstances: Myanmar has a young and dynamic population, with a growing middle class and increasing disposable income. This demographic shift has led to changing consumer preferences and an increased demand for premium and innovative products. The Hard Seltzer market in Myanmar is capitalizing on this trend by offering a premium and trendy alternative to traditional alcoholic beverages. Furthermore, the tourism industry in Myanmar is growing rapidly, attracting a large number of international tourists. Hard Seltzers, with their trendy and modern image, are well-suited to cater to the preferences of international tourists who are looking for unique and refreshing drinking options.

Underlying macroeconomic factors: The economic development in Myanmar has led to an increase in urbanization and a shift towards a more modern and cosmopolitan lifestyle. This has created a favorable environment for the growth of the Hard Seltzer market, as consumers are increasingly open to trying new and innovative products. Additionally, the government of Myanmar has been taking steps to liberalize the alcohol industry and promote foreign investment. This has created opportunities for international players to enter the market and introduce Hard Seltzers to the local consumers. In conclusion, the Hard Seltzer market in Myanmar is experiencing growth and development due to changing customer preferences, emerging trends, and local special circumstances. The shift towards healthier and low-calorie alcoholic beverages, the demand for ready-to-drink options, and the popularity of flavored alcoholic beverages are driving the growth of the market. The young and dynamic population, the growing middle class, and the increasing disposable income in Myanmar are creating a favorable environment for the Hard Seltzer market to thrive.

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.