Hard Seltzer - EU-27

The Hard Seltzer market in EU-27 has been experiencing significant growth in recent years.

Customer preferences: Hard Seltzers have gained popularity among consumers in the EU-27 due to their low calorie and low sugar content, making them a healthier alternative to traditional alcoholic beverages. Additionally, the wide range of flavors available in the market has attracted a younger demographic who are looking for innovative and refreshing drink options.

Trends in the market: One of the key trends in the Hard Seltzer market in EU-27 is the increasing number of brands and product offerings. Both established beverage companies and new players have entered the market to capitalize on the growing demand. This has led to a wide variety of flavors and options available to consumers. Another trend in the market is the focus on sustainability and eco-friendly packaging. Many Hard Seltzer brands in the EU-27 are emphasizing their use of recyclable materials and reducing their carbon footprint. This aligns with the growing consumer preference for environmentally conscious products.

Local special circumstances: The EU-27 market has its own unique characteristics that influence the development of the Hard Seltzer market. One of the factors is the diverse cultural preferences for alcoholic beverages. Each country within the EU-27 has its own drinking culture and traditions, which may impact the acceptance and adoption of Hard Seltzers. Understanding and adapting to these cultural nuances is crucial for brands looking to succeed in the market.

Underlying macroeconomic factors: The growing popularity of Hard Seltzers in the EU-27 can also be attributed to several macroeconomic factors. The increasing health consciousness among consumers has led to a shift towards healthier beverage options. Additionally, the rise of social media and influencer marketing has played a significant role in promoting and popularizing Hard Seltzers among younger consumers. The convenience and portability of canned beverages also align with the on-the-go lifestyle of many Europeans. In conclusion, the Hard Seltzer market in EU-27 is experiencing growth due to the preferences of consumers for healthier and more innovative alcoholic beverages. The market is characterized by a wide variety of flavors and a focus on sustainability. Understanding the local cultural preferences and adapting to macroeconomic factors are key to success in 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.