Hard Seltzer - Tanzania

The Hard Seltzer market in Tanzania has been experiencing significant growth in recent years, driven by changing consumer preferences and a growing demand for low-alcohol and low-calorie beverages.

Customer preferences: In line with global trends, Tanzanian consumers are increasingly seeking healthier and more refreshing beverage options. Hard Seltzers, with their low alcohol content and light, fizzy flavors, have quickly gained popularity among health-conscious consumers who are looking for an alternative to traditional alcoholic beverages. The convenience and portability of canned Hard Seltzers also appeal to Tanzanian consumers who lead busy lifestyles and value on-the-go options.

Trends in the market: One of the key trends in the Tanzanian Hard Seltzer market is the introduction of local flavors and ingredients. Tanzanian consumers have a strong affinity for their traditional flavors and ingredients, and local beverage companies are capitalizing on this by incorporating popular local fruits and botanicals into their Hard Seltzer offerings. This not only appeals to the local consumer base but also differentiates Tanzanian Hard Seltzers from imported brands. Another trend in the market is the growing presence of international Hard Seltzer brands in Tanzania. As global players recognize the potential of the Tanzanian market, they are expanding their distribution networks and introducing their products to cater to the increasing demand. This has led to a wider variety of options for Tanzanian consumers and has contributed to the overall growth of the market.

Local special circumstances: Tanzania's warm climate and vibrant social scene create a favorable environment for the growth of the Hard Seltzer market. The refreshing and light nature of Hard Seltzers makes them a popular choice for consumers seeking a refreshing drink to enjoy in the tropical weather. Additionally, the rise of social gatherings and events in Tanzania has also contributed to the demand for Hard Seltzers, as they are often seen as a trendy and fashionable choice for socializing.

Underlying macroeconomic factors: The growing middle class in Tanzania, coupled with increasing disposable incomes, has played a significant role in the development of the Hard Seltzer market. As consumers have more purchasing power, they are willing to explore new and premium beverage options, including Hard Seltzers. Additionally, the expanding urban population and changing lifestyles have also contributed to the growth of the market, as consumers in urban areas are more likely to adopt new trends and experiment with different beverages. In conclusion, the Hard Seltzer market in Tanzania is experiencing growth due to changing consumer preferences, the introduction of local flavors, the presence of international brands, favorable local circumstances, and underlying macroeconomic factors. As the market continues to evolve, it is expected that more players will enter the market, offering a wider range of options to cater to the diverse preferences of Tanzanian consumers.

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.