Hard Seltzer - Northern Africa

The Hard Seltzer market in Northern Africa is experiencing significant growth and development due to changing consumer preferences and the influence of global trends.

Customer preferences: Customers in Northern Africa are increasingly seeking healthier and low-calorie beverage options. Hard Seltzers, with their low sugar content and refreshing taste, are gaining popularity among health-conscious consumers. Additionally, the rise of social media and the influence of Western culture have led to a growing interest in trendy and fashionable alcoholic beverages. Hard Seltzers, with their modern image and wide range of flavors, are meeting these customer preferences.

Trends in the market: One of the key trends in the Hard Seltzer market in Northern Africa is the introduction of local flavors and ingredients. Manufacturers are incorporating traditional Northern African fruits and herbs into their Hard Seltzer recipes to cater to the local palate. This localization strategy not only appeals to the regional taste preferences but also helps differentiate the brands in a competitive market. Another trend in the market is the expansion of distribution channels. Initially, Hard Seltzers were primarily available in high-end bars and restaurants. However, with increasing demand, manufacturers are now targeting supermarkets, convenience stores, and online platforms to make their products more accessible to a wider consumer base. This expansion of distribution channels is driving the growth of the market and making Hard Seltzers a mainstream beverage option.

Local special circumstances: Northern Africa has a predominantly Muslim population, and alcohol consumption is restricted in many countries in the region. However, the Hard Seltzer market has found a niche within the region's alcohol industry due to its low alcohol content and the perception of being a lighter alternative. This allows consumers to enjoy a refreshing alcoholic beverage without violating cultural or religious norms.

Underlying macroeconomic factors: The growing middle class and increasing disposable income in Northern Africa are contributing to the development of the Hard Seltzer market. As people have more purchasing power, they are willing to spend on premium and trendy products, including Hard Seltzers. Additionally, urbanization and changing lifestyles are creating a demand for convenient and on-the-go beverages, further driving the growth of the market. In conclusion, the Hard Seltzer market in Northern Africa is experiencing growth and development due to changing consumer preferences, the introduction of local flavors, the expansion of distribution channels, and favorable macroeconomic factors. As the market continues to evolve, manufacturers will need to adapt to local tastes and preferences while also capitalizing on global trends to maintain their competitive edge.

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.