Hard Seltzer - New Zealand

The Hard Seltzer market in New Zealand has experienced significant growth in recent years, driven by changing consumer preferences and a growing demand for low-alcohol, refreshing beverages.

Customer preferences: New Zealand consumers have shown a strong preference for healthier and more natural beverage options. This has led to a shift away from traditional alcoholic drinks towards lighter, lower-calorie alternatives. Hard Seltzers, with their low alcohol content and natural fruit flavors, have quickly gained popularity among health-conscious consumers who still want to enjoy a refreshing alcoholic beverage.

Trends in the market: One of the key trends in the Hard Seltzer market in New Zealand is the increasing availability and variety of flavors. Manufacturers have responded to consumer demand by introducing a wide range of fruit flavors, such as lime, raspberry, and mango, to cater to different taste preferences. This variety of flavors has helped to attract a broader consumer base and has contributed to the overall growth of the market. Another trend in the market is the rise of local craft Hard Seltzer brands. New Zealand has a strong craft beer culture, and this has extended to the Hard Seltzer market as well. Local breweries and beverage companies have started producing their own Hard Seltzer brands, offering unique flavors and promoting the use of locally sourced ingredients. This trend has not only provided consumers with more choices but has also supported the growth of the local economy.

Local special circumstances: New Zealand's natural environment and outdoor lifestyle have also played a role in the development of the Hard Seltzer market. The country is known for its pristine landscapes and outdoor recreational activities, making it an ideal setting for enjoying light and refreshing beverages. Hard Seltzers, with their association with summer, beaches, and outdoor gatherings, have become a popular choice for Kiwis during the warm summer months. Furthermore, New Zealand has a relatively young drinking age compared to many other countries, with the legal drinking age set at 18. This has created a significant market of young adult consumers who are looking for trendy and innovative alcoholic beverages. Hard Seltzers, with their modern branding and social media presence, have successfully captured the attention of this demographic.

Underlying macroeconomic factors: The growth of the Hard Seltzer market in New Zealand is also influenced by broader macroeconomic factors. The country has experienced a stable economy with consistent GDP growth, which has resulted in higher disposable incomes for consumers. This increased purchasing power has allowed consumers to explore new and premium beverage options, including Hard Seltzers. In addition, the rise of e-commerce and online shopping platforms has made it easier for consumers to access and purchase Hard Seltzers. Online retailers and delivery services have expanded their offerings to include a wide range of alcoholic beverages, including Hard Seltzers. This convenience factor has contributed to the market's growth, as consumers can now easily try new brands and flavors without leaving their homes. Overall, the Hard Seltzer market in New Zealand is developing rapidly due to changing consumer preferences for healthier and more natural beverages, the availability of a wide range of flavors, the rise of local craft brands, the country's outdoor lifestyle, and underlying macroeconomic factors such as a stable economy and increased disposable incomes.

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.