Hard Seltzer - Zambia

The Hard Seltzer market in Zambia is experiencing significant growth and development.

Customer preferences: Customers in Zambia are increasingly seeking out healthier beverage options, and this trend is driving the demand for Hard Seltzers. With concerns about sugar consumption and the desire for low-calorie alternatives, consumers are gravitating towards beverages that offer a refreshing taste without the guilt. Hard Seltzers, with their low sugar content and light flavor profiles, are meeting these preferences and gaining popularity among health-conscious consumers in Zambia.

Trends in the market: One of the key trends in the Hard Seltzer market in Zambia is the rise of local brands and flavors. While international brands initially dominated the market, local producers have recognized the opportunity and are now offering their own versions of Hard Seltzers. These local brands are incorporating unique flavors that resonate with the Zambian palate, such as tropical fruits and indigenous botanicals. This localization of flavors is appealing to consumers who prefer familiar tastes and want to support local businesses. Another trend in the market is the increasing availability and accessibility of Hard Seltzers. Initially, these beverages were primarily found in high-end bars and restaurants. However, as demand has grown, Hard Seltzers are now being stocked in mainstream supermarkets and convenience stores. This wider distribution network has made it easier for consumers to purchase and enjoy Hard Seltzers, further fueling the market's growth.

Local special circumstances: Zambia's warm climate and outdoor lifestyle contribute to the growing popularity of Hard Seltzers. The refreshing and effervescent nature of these beverages makes them particularly appealing in hot weather, providing a welcome alternative to traditional alcoholic drinks. Additionally, the rise of social gatherings and events, such as music festivals and outdoor parties, has created a demand for convenient and refreshing beverages like Hard Seltzers.

Underlying macroeconomic factors: Zambia's growing middle class and increasing disposable income are important factors driving the development of the Hard Seltzer market. As more consumers have the financial means to explore new beverage options, they are willing to try Hard Seltzers as a trendy and sophisticated choice. Additionally, the influence of global trends and the desire to align with international drinking habits have also played a role in the market's growth. In conclusion, the Hard Seltzer market in Zambia is experiencing significant growth due to customer preferences for healthier beverage options, the rise of local brands and flavors, increased availability and accessibility, the country's warm climate and outdoor lifestyle, and underlying macroeconomic factors such as a growing middle class and increasing disposable income.

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.