Hard Seltzer - Western Africa

The Hard Seltzer market in Western Africa has been experiencing significant growth in recent years. Customer preferences for healthier and low-calorie alcoholic beverages have been a major driver of this trend.

Customer preferences: Consumers in Western Africa are increasingly seeking out alcoholic beverages that are lighter and more refreshing. Hard Seltzers, with their low calorie and low sugar content, have emerged as a popular choice among health-conscious individuals. The growing awareness about the negative health effects of excessive alcohol consumption has also led to a shift towards beverages with lower alcohol content. Hard Seltzers, typically containing around 5% alcohol by volume, provide a lighter alternative to traditional alcoholic drinks.

Trends in the market: One of the key trends in the Hard Seltzer market in Western Africa is the introduction of locally produced brands. While international brands initially dominated the market, local breweries and beverage companies have started to capitalize on the growing demand. These local brands often incorporate regional flavors and ingredients, catering to the preferences of the local population. This trend not only promotes local entrepreneurship but also helps in reducing import dependency and creating employment opportunities. Another trend in the market is the diversification of flavors. Initially, Hard Seltzers were primarily available in fruit flavors such as lemon, lime, and berry. However, manufacturers have started introducing a wider range of flavors to cater to different taste preferences. This includes exotic flavors inspired by local fruits and herbs, offering consumers a unique and refreshing drinking experience.

Local special circumstances: The Hard Seltzer market in Western Africa is influenced by certain special circumstances. One of these is the cultural significance of alcoholic beverages in the region. Alcohol is often consumed during social gatherings and celebrations, and the introduction of Hard Seltzers provides a new and trendy option for consumers to enjoy. Additionally, the hot and humid climate in many Western African countries makes refreshing beverages like Hard Seltzers particularly appealing.

Underlying macroeconomic factors: The growth of the Hard Seltzer market in Western Africa is also driven by underlying macroeconomic factors. Rising disposable incomes in the region have increased consumer spending power, allowing individuals to explore new and premium beverage options. Additionally, urbanization and changing lifestyles have led to a shift in consumer preferences towards convenience and ready-to-drink products. Hard Seltzers, packaged in cans and easily portable, align with these changing consumer needs. In conclusion, the Hard Seltzer market in Western Africa is developing rapidly due to customer preferences for healthier and low-calorie alcoholic beverages. The introduction of locally produced brands, diversification of flavors, cultural significance of alcohol, and underlying macroeconomic factors such as rising disposable incomes and changing lifestyles all contribute to the growth of this 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.