Hard Seltzer - Northern Europe

The Hard Seltzer market in Northern Europe has seen significant growth in recent years.

Customer preferences: One of the main reasons for the growing popularity of Hard Seltzer in Northern Europe is the increasing demand for healthier and low-calorie alcoholic beverages. Consumers in this region are becoming more health-conscious and are actively seeking out options that align with their lifestyle choices. Hard Seltzers, with their low calorie and low sugar content, are seen as a healthier alternative to traditional alcoholic beverages. Additionally, the refreshing and fruit-infused flavors of Hard Seltzers appeal to consumers who are looking for a lighter and more enjoyable drinking experience.

Trends in the market: The Hard Seltzer market in Northern Europe has witnessed a surge in new product launches and brand expansions. Both local and international beverage companies have recognized the potential of this market and have introduced their own Hard Seltzer offerings to cater to the growing demand. This has led to a wide variety of flavors and options available to consumers, further driving the market growth.

Local special circumstances: Northern Europe has a strong culture of socializing and drinking, and the rise of Hard Seltzers fits well with this lifestyle. The region experiences long, sunny summers, which create the perfect environment for outdoor gatherings and picnics. Hard Seltzers, with their light and refreshing nature, have become a popular choice for these occasions. Additionally, Northern Europe has a strong craft beer culture, and the introduction of Hard Seltzers has provided an alternative for those looking for a different drinking experience.

Underlying macroeconomic factors: The growing popularity of Hard Seltzers in Northern Europe can also be attributed to the changing regulatory landscape. In recent years, there has been a shift towards more relaxed regulations regarding the production and sale of alcoholic beverages. This has allowed for the entry of new players in the market and has encouraged innovation and competition. Furthermore, the rise of social media and influencer culture has played a significant role in the growth of the Hard Seltzer market. Influencers and celebrities often promote Hard Seltzers as a trendy and fashionable drink, which has created a buzz and generated interest among consumers. In conclusion, the Hard Seltzer market in Northern Europe is experiencing significant growth due to the increasing demand for healthier and low-calorie alcoholic beverages. The market is driven by customer preferences for lighter and more refreshing options, as well as the changing regulatory landscape and the influence of social media. As a result, both local and international brands are expanding their offerings to cater to the growing demand in this region.

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.