Hard Seltzer - Southern Europe

The Hard Seltzer market in Southern Europe has experienced significant growth in recent years, driven by changing consumer preferences and a shift towards healthier and lower calorie beverage options. Customer preferences in the region have shifted towards beverages that are lighter and more refreshing, and Hard Seltzers have emerged as a popular choice. These beverages are typically low in calories, gluten-free, and made with natural flavors, appealing to health-conscious consumers who are looking for alternatives to traditional alcoholic drinks. The growing trend of wellness and fitness has also contributed to the rise in demand for Hard Seltzers, as they are often perceived as a healthier option compared to other alcoholic beverages. Trends in the market show that the popularity of Hard Seltzers is not limited to the United States, where they originated, but has spread to Southern Europe as well. Countries such as Spain, Italy, and Portugal have seen a surge in the availability and consumption of Hard Seltzers, with both local and international brands entering the market. The variety of flavors and the refreshing taste of these beverages have resonated with consumers, leading to increased sales and market share. Local special circumstances in Southern Europe have also played a role in the development of the Hard Seltzer market. The region is known for its warm climate and outdoor lifestyle, making refreshing and light beverages particularly appealing. Hard Seltzers are often marketed as a drink for social occasions, such as beach parties and outdoor gatherings, which aligns well with the Mediterranean culture of leisure and socializing. Underlying macroeconomic factors have also contributed to the growth of the Hard Seltzer market in Southern Europe. The region has experienced economic growth in recent years, leading to higher disposable incomes and increased consumer spending. As a result, consumers are willing to pay a premium for premium and innovative products, including Hard Seltzers. Additionally, the rise of e-commerce and online shopping platforms has made it easier for consumers to access a wide range of beverage options, including Hard Seltzers, further fueling market growth. In conclusion, the Hard Seltzer market in Southern Europe is developing rapidly due to changing consumer preferences, the appeal of healthier and lower calorie options, and the region's unique social and economic circumstances. As the market continues to evolve, it is likely that we will see further innovation and competition in the Hard Seltzer segment, with both local and international brands vying for market share.

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.