Hard Seltzer - Romania

The Hard Seltzer market in Romania has seen significant growth in recent years, driven by changing consumer preferences and a growing demand for low-calorie and refreshing alcoholic beverages. Customer preferences in Romania have shifted towards healthier and more balanced lifestyles, with an increasing focus on wellness and fitness. This has led to a growing demand for beverages that offer a lower calorie and sugar content compared to traditional alcoholic drinks. Hard Seltzers, with their low calorie and low sugar profiles, have emerged as a popular choice among health-conscious consumers in Romania. Trends in the market indicate that the popularity of Hard Seltzers is not limited to Romania alone, but is a global phenomenon. The rise of the Hard Seltzer market worldwide can be attributed to several factors. Firstly, the trend towards moderation and healthier lifestyles has gained traction globally, leading consumers to seek out beverages that align with these preferences. Secondly, the convenience and portability of Hard Seltzers make them an attractive option for on-the-go consumption. Lastly, the wide range of flavors and variety offered by Hard Seltzer brands have also contributed to their popularity among consumers. In Romania specifically, the Hard Seltzer market has witnessed the entry of both local and international brands. This has led to increased competition and innovation in the market, with brands introducing new flavors and variations to cater to diverse consumer preferences. The availability of a wider range of options has further fueled the growth of the Hard Seltzer market in Romania. Local special circumstances in Romania also play a role in the development of the Hard Seltzer market. The country has a relatively young population, with a significant proportion of millennials and Generation Z consumers. These younger demographics are more open to trying new and innovative products, making them a key target market for Hard Seltzer brands. Additionally, the increasing popularity of social media and influencer culture in Romania has helped to create awareness and generate buzz around Hard Seltzers, further driving their demand. Underlying macroeconomic factors, such as rising disposable incomes and a growing middle class in Romania, have also contributed to the growth of the Hard Seltzer market. As consumers have more purchasing power, they are willing to spend on premium and higher-priced products, including Hard Seltzers. The affordability of Hard Seltzers compared to other premium alcoholic beverages also makes them an attractive option for consumers in Romania. In conclusion, the Hard Seltzer market in Romania is experiencing significant growth due to changing consumer preferences, global trends towards healthier lifestyles, and local special circumstances. The availability of a wide range of flavors, the entry of both local and international brands, and the influence of social media have all contributed to the increasing popularity of Hard Seltzers in Romania. Additionally, underlying macroeconomic factors such as rising disposable incomes and a growing middle class have further fueled the growth of the market.

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.