Hard Seltzer - Southern Africa

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

Customer preferences: Customers in Southern Africa are increasingly seeking out healthier beverage options, and this has contributed to the rising popularity of Hard Seltzers. With a lower calorie and sugar content compared to other alcoholic beverages, Hard Seltzers are seen as a more health-conscious choice. Additionally, the refreshing and fruity flavors of Hard Seltzers have gained popularity among consumers who are looking for a unique and enjoyable drinking experience.

Trends in the market: One of the key trends in the Hard Seltzer market in Southern Africa is the increasing number of local breweries and beverage companies introducing their own Hard Seltzer products. This trend is driven by the growing demand for these beverages and the opportunity for companies to diversify their product offerings. As a result, consumers in Southern Africa now have a wider range of options to choose from, with different flavors and branding. Another trend in the market is the rise of flavored and craft Hard Seltzers. While traditional flavors such as lemon and lime remain popular, there is a growing demand for more unique and exotic flavors. Craft Hard Seltzers, which are often made with locally sourced ingredients and have a more artisanal feel, are also gaining traction among consumers who value quality and authenticity.

Local special circumstances: One of the special circumstances in the Hard Seltzer market in Southern Africa is the influence of local culture and traditions. Southern African consumers have a strong preference for beverages that reflect their cultural heritage, and this has influenced the flavors and branding of Hard Seltzers in the region. Companies are incorporating local ingredients and flavors into their products to appeal to the local market and differentiate themselves from international brands.

Underlying macroeconomic factors: The growing middle class in Southern Africa and increasing disposable incomes have contributed to the development of the Hard Seltzer market. As consumers have more purchasing power, they are able to spend on premium and trendy products such as Hard Seltzers. Additionally, the influence of Western culture and the desire to adopt international trends have also played a role in the market's growth. In conclusion, the Hard Seltzer market in Southern Africa is experiencing growth due to the increasing demand for healthier beverage options, the introduction of local Hard Seltzer brands, the trend towards flavored and craft products, the influence of local culture and traditions, and the underlying macroeconomic factors such as the growing middle class and disposable incomes.

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.