Hard Seltzer - Southern Asia

The Hard Seltzer market in Southern Asia has been experiencing significant growth in recent years. Customer preferences for low-calorie and refreshing beverages have been a driving force behind this trend. In addition, the local special circumstances in the region have also played a role in the development of the market.

Customer preferences: In Southern Asia, customers have shown a growing interest in healthier beverage options. Hard Seltzers, with their low calorie and low sugar content, have gained popularity among health-conscious consumers. The trend towards wellness and fitness has fueled the demand for beverages that align with these lifestyle choices. Additionally, the refreshing and light taste of Hard Seltzers appeals to consumers who are looking for a refreshing alternative to traditional alcoholic beverages.

Trends in the market: One of the key trends in the Hard Seltzer market in Southern Asia is the increasing availability of a wide range of flavors. Manufacturers have been introducing innovative and unique flavors to cater to the diverse taste preferences of consumers in the region. From fruity flavors such as mango and lychee to more exotic options like lemongrass and ginger, the market offers a variety of choices. This trend reflects the growing demand for new and exciting flavors in the beverage industry. Another trend in the market is the rise of local and regional brands. While international brands initially dominated the Hard Seltzer market in Southern Asia, local players have been gaining traction in recent years. These local brands have been successful in capturing the preferences of the local consumers by offering flavors and packaging that resonate with the cultural context. This trend highlights the importance of understanding the local market dynamics and tailoring products to meet the specific needs of the consumers.

Local special circumstances: The cultural and regulatory environment in Southern Asia has also contributed to the development of the Hard Seltzer market. In some countries in the region, there are restrictions on the sale and consumption of alcoholic beverages. Hard Seltzers, with their lower alcohol content, have provided a solution for consumers who want to enjoy a light alcoholic beverage within the legal limits. This has created a niche market for Hard Seltzers in these countries.

Underlying macroeconomic factors: The growing middle class and increasing disposable income in Southern Asia have also played a role in the growth of the Hard Seltzer market. As more consumers have the financial means to explore new products and experiences, the demand for premium and innovative beverages like Hard Seltzers has increased. Additionally, the urbanization and westernization of the region have exposed consumers to global trends and tastes, further driving the demand for Hard Seltzers. In conclusion, the Hard Seltzer market in Southern Asia is experiencing growth due to customer preferences for healthier and refreshing beverages, the availability of a wide range of flavors, the rise of local brands, cultural and regulatory circumstances, and underlying macroeconomic factors such as the growing middle class and increasing disposable income. As these trends continue to shape the market, it is expected that the Hard Seltzer market in Southern Asia will continue to thrive in the coming years.

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.