Hard Seltzer - North Macedonia

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

Customer preferences: North Macedonian consumers have shown a growing interest in low-calorie and low-alcohol beverages, which has contributed to the rise in popularity of Hard Seltzers. These beverages appeal to health-conscious individuals who are looking for refreshing options that are lower in calories compared to traditional alcoholic drinks. Additionally, the trend of consuming lighter and more refreshing beverages has been gaining traction globally, and North Macedonian consumers are no exception to this trend.

Trends in the market: One of the key trends in the Hard Seltzer market in North Macedonia is the introduction of local flavors and ingredients. Local producers have started incorporating traditional North Macedonian fruits and herbs into their Hard Seltzer offerings, catering to the preferences of the local consumers. This not only adds a unique twist to the beverages but also highlights the country's rich culinary heritage. Another trend in the market is the increasing availability of Hard Seltzers in various retail channels. Initially, these beverages were primarily found in bars and restaurants. However, as the demand for Hard Seltzers has grown, they are now being stocked in supermarkets, convenience stores, and online platforms. This wider availability has made it easier for consumers to access and purchase their preferred brands.

Local special circumstances: North Macedonia's growing tourism industry has played a significant role in the development of the Hard Seltzer market. As the country attracts more international visitors, there is a greater demand for trendy and innovative alcoholic beverages. Hard Seltzers, with their refreshing flavors and lower alcohol content, have become a popular choice among tourists looking for a unique drinking experience.

Underlying macroeconomic factors: The overall economic growth and increasing disposable income in North Macedonia have also contributed to 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. This has encouraged both local and international brands to invest in the market and expand their offerings. In conclusion, the Hard Seltzer market in North Macedonia is experiencing growth due to customer preferences for low-calorie and low-alcohol beverages, the introduction of local flavors, increasing availability in retail channels, the influence of the tourism industry, and the country's overall economic growth. As these trends continue to shape the market, it is expected that the Hard Seltzer segment will continue to expand in North Macedonia.

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.