Hard Seltzer - Jordan

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

Customer preferences: Hard Seltzers have gained popularity among consumers in Jordan due to their refreshing and low-calorie nature. With an increasing focus on health and wellness, consumers are seeking alternatives to traditional alcoholic beverages that are lower in sugar and calories. Hard Seltzers, with their fruit flavors and lighter taste, provide a satisfying and guilt-free option for those looking to enjoy an alcoholic beverage without the associated calories and sugar content.

Trends in the market: One of the key trends in the Hard Seltzer market in Jordan is the growing demand for variety and choice. Consumers are increasingly seeking a wide range of flavors and options when it comes to Hard Seltzers. This has led to an expansion in the product offerings available in the market, with companies introducing new flavors and variants to cater to different consumer preferences. From classic fruit flavors like lemon and lime to more exotic options like mango and passionfruit, there is a growing range of choices available to consumers in Jordan. Another trend in the market is the increasing popularity of locally produced Hard Seltzers. While international brands initially dominated the market, there has been a rise in the number of local producers entering the industry. These local brands often focus on using locally sourced ingredients and flavors, catering to the preferences of the local consumer base. This trend not only contributes to the growth of the Hard Seltzer market in Jordan but also supports the local economy and promotes sustainability.

Local special circumstances: One of the factors contributing to the growth of the Hard Seltzer market in Jordan is the country's young and urban population. With a significant portion of the population falling within the millennial and Gen Z age groups, there is a growing demand for trendy and innovative products. Hard Seltzers, with their modern branding and refreshing taste, appeal to this younger demographic, driving the market growth. Additionally, the tourism industry in Jordan plays a role in the development of the Hard Seltzer market. The country is known for its historical sites and natural landscapes, attracting a large number of international tourists. Hard Seltzers, with their light and easy-to-drink nature, have become a popular choice among tourists looking to enjoy a refreshing beverage during their visit. This has created a demand for Hard Seltzers in hotels, restaurants, and bars, further driving the market growth.

Underlying macroeconomic factors: The economic stability and increasing disposable income in Jordan have also contributed to the growth of the Hard Seltzer market. As consumers have more purchasing power, they are willing to spend on premium and innovative products like Hard Seltzers. This has created a favorable market environment for both international and local brands to thrive and expand their presence in the country. In conclusion, the Hard Seltzer market in Jordan is experiencing growth due to the preferences of health-conscious consumers, the demand for variety and choice, the rise of local producers, the young and urban population, the influence of the tourism industry, and the economic stability in the country. These factors have created a favorable market environment for the development and expansion of the Hard Seltzer market in Jordan.

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.