Hard Seltzer - United States

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

Customer preferences: Consumers in United States are increasingly seeking out low-calorie and low-sugar alternatives to traditional alcoholic beverages. Hard Seltzers have gained popularity due to their light and refreshing taste, as well as their lower calorie and sugar content compared to other alcoholic drinks. Additionally, the convenience of ready-to-drink canned beverages has also contributed to the rise in demand for Hard Seltzers.

Trends in the market: One of the key trends in the Hard Seltzer market in United States is the introduction of a wide variety of flavors. Manufacturers are constantly innovating and launching new flavors to cater to the diverse preferences of consumers. This has not only attracted new consumers to the category but has also led to increased brand loyalty among existing consumers. Another trend in the market is the increasing focus on premium and craft Hard Seltzer brands. Consumers are willing to pay a premium for higher quality and more unique flavors. This has led to the emergence of smaller, craft brands that offer a more artisanal and differentiated product. These brands often appeal to consumers who are looking for a more exclusive and sophisticated drinking experience.

Local special circumstances: The United States has a strong culture of social drinking, and the rise of Hard Seltzers has tapped into this trend. The convenience of canned beverages makes them ideal for social gatherings, parties, and outdoor activities. Hard Seltzers have become a popular choice for consumers who want to enjoy alcoholic beverages in a social setting without the heaviness or high calorie content of traditional options.

Underlying macroeconomic factors: The growing health and wellness trend in United States has played a significant role in the development of the Hard Seltzer market. Consumers are becoming more health-conscious and are actively seeking out healthier alternatives in their food and beverage choices. The low-calorie and low-sugar content of Hard Seltzers aligns with this trend and has contributed to their popularity. Furthermore, the rise of social media and influencer marketing has also played a role in the growth of the Hard Seltzer market. Influencers and celebrities often promote Hard Seltzers as a trendy and fashionable beverage choice, which has helped to create a buzz and generate interest among consumers. In conclusion, the Hard Seltzer market in United States is experiencing significant growth due to changing consumer preferences for healthier and more convenient alcoholic beverage options. The introduction of a wide variety of flavors and the focus on premium and craft brands have further fueled this growth. The strong culture of social drinking and the growing health and wellness trend in United States have also played a role in the development of the 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.