Hard Seltzer - Turkey

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

Customer preferences: One of the main reasons for the increasing popularity of Hard Seltzers in Turkey is the growing demand for low-calorie and healthier alcoholic beverages. Consumers are becoming more health-conscious and are seeking alternatives to traditional high-calorie alcoholic drinks. Hard Seltzers, with their lower calorie content and natural flavors, have emerged as a preferred choice for many consumers in Turkey.

Trends in the market: The increasing trend of socializing and outdoor activities has also contributed to the growth of the Hard Seltzer market in Turkey. As more people engage in outdoor activities such as picnics, beach parties, and barbecues, the demand for refreshing and convenient alcoholic beverages has risen. Hard Seltzers, with their light and fizzy nature, are seen as a perfect fit for these occasions. Another trend driving the growth of the Hard Seltzer market in Turkey is the rise of the craft beverage movement. Consumers are increasingly seeking unique and artisanal products, and this trend has extended to the alcoholic beverage industry. Craft Hard Seltzers with innovative flavors and locally sourced ingredients have gained popularity among consumers who are looking for a more premium and authentic drinking experience.

Local special circumstances: Turkey's large and young population also plays a significant role in the growth of the Hard Seltzer market. With a median age of 31, the country has a youthful consumer base that is open to trying new and trendy products. The younger generation, in particular, is attracted to the modern and fashionable image associated with Hard Seltzers. Furthermore, the increasing urbanization and westernization of Turkish society have created an environment conducive to the growth of the Hard Seltzer market. As consumers become more exposed to international trends and lifestyles, they are more likely to embrace new and innovative products like Hard Seltzers.

Underlying macroeconomic factors: The Turkish economy has been experiencing steady growth in recent years, which has had a positive impact on consumer spending power. As disposable incomes increase, consumers have more purchasing power to spend on discretionary items such as alcoholic beverages. This economic growth has created a favorable market environment for the Hard Seltzer industry to thrive. In conclusion, the Hard Seltzer market in Turkey is experiencing significant growth due to changing customer preferences, increasing trends of socializing and outdoor activities, the rise of the craft beverage movement, the young population, urbanization, and favorable macroeconomic factors. As these factors continue to drive the market, it is expected that the Hard Seltzer industry in Turkey will continue to expand in the coming years.

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.