Hard Seltzer - Southeast Asia

Southeast Asia

Highlights

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Hard Seltzer market amounts to US$152.6m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$196.0m in 2024.
Revenue, combined amounts to US$348.6m in 2024.
The revenue, at home is expected to grow annually by 1.50% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated United States (US$9bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$0.22 are generated in 2024.
In the Hard Seltzer market, volume, at home is expected to amount to 20.1m L by 2024.
Volume, out-of-home is expected to amount to 17.6m L in 2024.
Volume, combined is expected to amount to 37.6m L in 2024.
The Hard Seltzer market is expected to show a volume growth, at home of -3.2% in 2025.0.
The average volume per person, at home in the Hard Seltzer market is expected to amount to 0.03L in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

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

Customer preferences: Customers in Southeast Asia have shown a growing preference for low-alcohol and low-calorie beverages. This trend is driven by a desire for healthier options and a more balanced lifestyle. Hard Seltzers, with their low alcohol content and refreshing taste, perfectly cater to these preferences. Additionally, the younger demographic in the region is increasingly seeking out trendy and innovative alcoholic beverages, and Hard Seltzers fit the bill perfectly.

Trends in the market: One of the key trends in the Hard Seltzer market in Southeast Asia is the increasing number of local and international brands entering the market. As the demand for Hard Seltzers continues to rise, both established beverage companies and new players are capitalizing on the opportunity to introduce their own offerings. This has led to a wider variety of flavors and options for consumers to choose from. Another trend in the market is the emphasis on natural and locally sourced ingredients. Southeast Asian consumers are becoming more conscious about the origin and quality of the products they consume. Hard Seltzer brands are responding to this demand by using locally sourced fruits and botanicals to create unique and authentic flavors that resonate with the local palate.

Local special circumstances: One of the unique challenges in the Southeast Asian market is the diverse cultural and taste preferences across different countries in the region. Each country has its own distinct flavor profiles and drinking habits. Hard Seltzer brands need to carefully tailor their offerings to cater to these specific preferences. For example, in Thailand, consumers prefer sweeter and fruitier flavors, while in Singapore, there is a preference for more subtle and sophisticated flavors.

Underlying macroeconomic factors: Rapid urbanization, increasing disposable incomes, and a growing middle class in Southeast Asia are key macroeconomic factors driving the growth of the Hard Seltzer market. As more people move to cities and experience higher incomes, they are willing to spend more on premium and innovative alcoholic beverages. Additionally, the rise of social media and influencer culture in the region has created a desire for trendy and Instagrammable products, further fueling the demand for Hard Seltzers. In conclusion, the Hard Seltzer market in Southeast Asia is experiencing robust growth due to changing customer preferences for healthier and more innovative alcoholic beverages. The increasing number of brands entering the market, the emphasis on natural and locally sourced ingredients, and the need to cater to diverse taste preferences are key trends shaping the market. The underlying macroeconomic factors of rapid urbanization, increasing disposable incomes, and the influence of social media are driving the growth of the market in the 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.