Hard Seltzer - Greece

The Hard Seltzer market in Greece has been experiencing significant growth in recent years, driven by changing consumer preferences and a growing interest in healthier beverage options.

Customer preferences: Hard Seltzers have gained popularity among Greek consumers due to their low calorie and low sugar content, making them an attractive alternative to traditional alcoholic beverages. With an increasing focus on health and wellness, consumers are seeking out lighter and more refreshing options, and Hard Seltzers fit the bill perfectly. Additionally, the wide range of flavors available in the market appeals to consumers looking for variety and experimentation.

Trends in the market: One of the key trends in the Hard Seltzer market in Greece is the emergence of local brands. While international brands initially dominated the market, local players have been quick to capitalize on the growing demand. These local brands often offer unique flavors that cater to the local taste preferences, giving them a competitive edge. Another trend in the market is the increasing availability of Hard Seltzers in various retail channels. Initially, Hard Seltzers were primarily sold in specialized liquor stores or bars. However, as demand has grown, they can now be found in supermarkets, convenience stores, and even online platforms. This increased accessibility has made it easier for consumers to purchase and enjoy Hard Seltzers.

Local special circumstances: Greece, known for its warm climate and beautiful beaches, has a strong drinking culture, with alcoholic beverages playing a significant role in social gatherings and celebrations. However, the rise of the Hard Seltzer market in Greece can be attributed to a shift in consumer preferences towards lighter and healthier options. The popularity of Hard Seltzers can be seen as a response to this changing consumer demand.

Underlying macroeconomic factors: The Hard Seltzer market in Greece has also been influenced by broader macroeconomic factors. The country has experienced a period of economic recovery in recent years, leading to increased disposable income among consumers. As a result, consumers are more willing to spend on premium and innovative products, including Hard Seltzers. In conclusion, the Hard Seltzer market in Greece is experiencing growth due to changing consumer preferences for healthier and lighter options. Local brands and increased availability in retail channels have contributed to this growth. The unique drinking culture and improving economic conditions in Greece have also played a role in driving the market forward.

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.