Hard Seltzer - Africa

The Hard Seltzer market in Africa is experiencing significant growth and development.

Customer preferences: Customers in Africa are increasingly drawn to the refreshing and low-calorie nature of Hard Seltzers. With a growing focus on health and wellness, consumers are seeking out lighter and healthier alternatives to traditional alcoholic beverages. Hard Seltzers, with their low sugar and calorie content, are seen as a more guilt-free option for those looking to enjoy a drink without compromising on their health goals. Additionally, the wide range of flavors available in Hard Seltzers appeals to the diverse tastes and preferences of African consumers.

Trends in the market: One of the key trends in the Hard Seltzer market in Africa is the entry of international brands. Global players in the alcoholic beverage industry have recognized the potential of the African market and are introducing their Hard Seltzer products to cater to the growing demand. This trend is driven by the increasing disposable income and changing consumer preferences in the region. Local breweries and beverage companies are also joining the market, creating a competitive landscape that offers consumers a wider variety of options.

Local special circumstances: Africa's youthful population is a significant factor driving the growth of the Hard Seltzer market. With a large percentage of the population being young adults, there is a growing demand for trendy and innovative alcoholic beverages. Hard Seltzers, with their modern and stylish image, appeal to this demographic and are becoming a popular choice for social gatherings and events. Additionally, the rise of urbanization and the influence of Western culture in major cities across Africa have contributed to the increasing popularity of Hard Seltzers.

Underlying macroeconomic factors: The economic growth and increasing middle-class population in Africa are contributing to the development of the Hard Seltzer market. As disposable incomes rise, consumers are willing to spend more on premium and imported products, including Hard Seltzers. The expansion of e-commerce platforms and the growing presence of international retailers in the region have also made it easier for consumers to access and purchase Hard Seltzers. Furthermore, the tourism industry in Africa is booming, attracting visitors from around the world who are familiar with and enjoy Hard Seltzers, further driving the demand for these beverages in the local market. In conclusion, the Hard Seltzer market in Africa is experiencing growth due to the increasing popularity of low-calorie and refreshing alcoholic beverages among health-conscious consumers. The entry of international brands, the influence of Western culture, and the rise of the middle-class population are all contributing to the development of this market. With a youthful population and a growing economy, Africa presents significant opportunities for the Hard Seltzer industry to thrive.

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.