Hard Seltzer - Eastern Europe

The Hard Seltzer market in Eastern Europe has been experiencing significant growth in recent years, driven by changing consumer preferences and a shift towards healthier beverage options.

Customer preferences: Consumers in Eastern Europe are increasingly seeking out low-calorie and low-sugar alternatives to traditional alcoholic beverages. Hard Seltzers, with their light and refreshing taste, have gained popularity among health-conscious individuals looking for a lighter and more balanced drinking experience. The market has also been driven by the rising popularity of flavored sparkling water, as consumers are drawn to the wide range of fruit flavors and the perceived health benefits of these beverages.

Trends in the market: One of the key trends in the Hard Seltzer market in Eastern Europe is the expansion of product offerings by both local and international brands. As the demand for Hard Seltzers continues to grow, companies are introducing new flavors and variations to cater to diverse consumer preferences. This trend has led to increased competition in the market, with brands vying for market share by offering unique and innovative products. Additionally, there has been a surge in the number of craft Hard Seltzer brands, as consumers seek out artisanal and locally-produced options. Another trend in the market is the increasing availability of Hard Seltzers in various retail channels. Initially, Hard Seltzers were primarily sold in specialty stores and bars, but they are now becoming more widely available in supermarkets and convenience stores. This expanded distribution network has made Hard Seltzers more accessible to a larger consumer base, contributing to the market's growth.

Local special circumstances: Eastern Europe has a strong tradition of consuming alcoholic beverages, with beer and spirits being the most popular choices. However, there has been a shift in consumer preferences towards lighter and healthier options. This shift is driven by a growing awareness of the negative health effects of excessive alcohol consumption, as well as an increasing focus on personal well-being. Hard Seltzers, with their lower alcohol content and lower calorie count compared to traditional alcoholic beverages, have emerged as a popular choice for those seeking a healthier alternative.

Underlying macroeconomic factors: The economic growth and increasing disposable incomes in Eastern Europe have played a significant role in the development of the Hard Seltzer market. As consumers have more purchasing power, they are willing to spend on premium and innovative products, including Hard Seltzers. Additionally, the region's younger population, who are more open to trying new and trendy beverages, has contributed to the market's growth. In conclusion, the Hard Seltzer market in Eastern Europe is experiencing growth due to changing consumer preferences, the introduction of new product offerings, and the increasing availability of Hard Seltzers in various retail channels. The shift towards healthier and lighter beverage options, coupled with the region's economic growth and increasing disposable incomes, has created a favorable environment for the development of the Hard Seltzer market in Eastern Europe.

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.