Hard Seltzer - Denmark

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

Customer preferences: Danish consumers have shown a growing interest in healthier beverage options, which has contributed to the rise in popularity of Hard Seltzers. With an increasing focus on wellness and conscious consumption, many consumers are seeking low-calorie and low-sugar alternatives to traditional alcoholic beverages. Hard Seltzers, with their light and refreshing taste, have emerged as a popular choice among health-conscious individuals in Denmark.

Trends in the market: One of the key trends in the Hard Seltzer market in Denmark is the introduction of local and craft brands. While international brands initially dominated the market, there has been a surge in the number of Danish companies entering the space. These local brands often focus on using locally sourced ingredients and promoting sustainability, which resonates well with Danish consumers who value their local produce and are environmentally conscious. Another trend in the market is the expansion of flavor options. Initially, Hard Seltzers were limited to a few basic flavors, but now there is a wide range of options available to consumers in Denmark. From classic fruit flavors to more unique and exotic combinations, the variety of flavors has expanded to cater to different taste preferences. This trend has been driven by the demand for more diverse and exciting options, allowing consumers to experiment and find their favorite flavors.

Local special circumstances: Denmark has a strong drinking culture, with beer being the most popular alcoholic beverage in the country. However, the rise of Hard Seltzers can be attributed to the changing preferences and evolving drinking habits of Danish consumers. The appeal of a low-calorie and low-sugar alternative has attracted a new segment of consumers who are looking for a lighter and healthier drinking option. Moreover, the convenience of pre-packaged cans and the ability to consume Hard Seltzers on-the-go have also contributed to their popularity in Denmark.

Underlying macroeconomic factors: The growing popularity of Hard Seltzers in Denmark is also influenced by broader macroeconomic factors. The country has a strong economy and a high standard of living, which allows consumers to prioritize their health and well-being. Additionally, Denmark has a well-developed retail infrastructure, with a wide range of distribution channels available for Hard Seltzer brands to reach consumers. This has facilitated the growth of the market and made it easier for consumers to access and purchase Hard Seltzers. In conclusion, the Hard Seltzer market in Denmark is experiencing growth due to changing customer preferences for healthier beverage options, the introduction of local and craft brands, the expansion of flavor options, and the underlying macroeconomic factors of the country. As Danish consumers continue to prioritize their health and wellness, the demand for Hard Seltzers is expected to further increase 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.