Hard Seltzer - Oman

The Hard Seltzer market in Oman has been experiencing significant growth in recent years.

Customer preferences: Omani consumers have shown a growing interest in healthier beverage options, which has contributed to the rise in popularity of Hard Seltzers. With an increasing focus on health and wellness, many consumers are seeking out beverages that are low in calories and sugar. Hard Seltzers, which are typically low in both calories and sugar, align with these preferences and offer a refreshing alternative to traditional alcoholic beverages.

Trends in the market: One of the key trends in the Hard Seltzer market in Oman is the expansion of product offerings. As the demand for Hard Seltzers continues to grow, both local and international brands are introducing new flavors and variations to cater to different consumer preferences. This trend is driven by the desire to capture a larger market share and attract new consumers who are looking for a wider range of options. Another trend in the market is the increasing availability of Hard Seltzers in various retail channels. Initially, Hard Seltzers were primarily sold in specialized stores or through online platforms. However, as the market has grown, they have become more widely available in supermarkets, convenience stores, and even in some restaurants and bars. This increased accessibility has contributed to the growing popularity of Hard Seltzers among consumers in Oman.

Local special circumstances: Oman has a predominantly Muslim population, and the consumption of alcohol is regulated in the country. While the sale and consumption of alcoholic beverages are permitted in certain licensed establishments, there are restrictions on advertising and promotion. This has created a unique challenge for Hard Seltzer brands, as they need to navigate the local regulations while promoting their products to consumers.

Underlying macroeconomic factors: The growing popularity of Hard Seltzers in Oman can also be attributed to broader macroeconomic factors. The country has been experiencing economic growth in recent years, which has led to an increase in disposable income among consumers. This has created a favorable environment for the growth of the beverage industry, including the Hard Seltzer market. Additionally, Oman has a young and urbanized population, which is more open to trying new and innovative products. This demographic trend has further contributed to the growing demand for Hard Seltzers in the country. In conclusion, the Hard Seltzer market in Oman is experiencing significant growth due to customer preferences for healthier beverage options, the expansion of product offerings, increasing availability in retail channels, local special circumstances related to alcohol regulations, and underlying macroeconomic factors such as economic growth and a young population.

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.