The hard seltzer market size was valued at $3,831.9million in 2019, and is estimated to reach $10,921.9million by 2027, registering a CAGR of 12.7% from 2021 to 2027.
Hard seltzer is basically alcoholic, carbonated, fruit flavored water. Most hard seltzers are 4.5-7% ABV and are typically 100 calories a can or less. It is available in various flavors, including lemon, watermelon, and tangerine.
Rise indemand for low alcohol content, low calories, and low carbohydrates beverages is likely to boost the demand for hard seltzer in developed countries such as Japan, the U.S., and Australia. Furthermore, gluten free beverages have been gaining considerable popularity among the health-conscious consumers, as people with celiac disease or allergies find the benefits of a gluten-free beverages and for the people who are struggling with inflammatory diseases and autoimmune disorders, gluten-free hard seltzer beverage has proven to be beneficial.
The continuous COVID-19 outbreak has unfavorably influenced the hard seltzer market with assembling tasks incidentally suspended across significant assembling center points, prompting a considerable log jam in the creation. Significant producers suspended their product launch and assembling activities in emerging economies including Asia Pacific and LAMEA region. Furthermore, affecting the creation, the continuous pandemic has negatively affected the buyer request. Hard Seltzer is untapped potential market and unexplored by the alcohol beverage industry, which likely to show dynamic and lucrative business opportunities for new entrants. Many countries are practicing lock down to control the spread of corona virus, which is biggest challenge for the hard seltzer manufactures and dealers to outspread their business in untapped regions..
In 2018, hard seltzer drinks gained major popularity in the U.S. The U.S. have been dominating the hard seltzer market. It is gaining major popularity among the millennial population as hard seltzer is low ABV content, low calories, low carbohydrates drink and is mostly offered with 0.5 to 6.5 alcohol content. International brewery companies are hugely investing the hard seltzer production as world seen the tremendous growth of hard seltzer in the U.S. Massive shortages of White Claw have been reported across the country, as new brands are eager to jump onto the market. For instance, Anheuser-Busch launched Bud Light Seltzer on 13th January 2020. Coco-Cola Company is planning to launch a hard seltzer under its Topo Chico brand in the U.S. by 2021.
The report segments the hard seltzer market into ABV content, packaging, distribution channel, and region. On the basis of ABV content, the hard seltzer market is categorized into ABV less than 5% and ABV more than 5%. By packaging, it is segregated into metal cans, glass bottles, and plastic bottles. According to distribution channel, it is divided into off-trade and on-trade. Region wise, the market is analyzed across North America (the U.S., Canada, and Mexico), Europe (Germany, the UK, Ireland, the Netherland, Sweden, and rest of Europe), Asia-Pacific (Japan, Australia, Singapore, and rest of Asia-Pacific).
By Abv Content
ABV more than 5% segment helds the major share of 54.6% in 2019
According to hard seltzer market analysis, on the basis of ABV content, the ABV more than 5% segment accounted for the around one-third half of the global hard seltzer market share in 2019, and is expected to sustain its share during the forecast period. This is majorly attributed to increase in shift of consumers from alcoholic beverages such as sprits, beer, and wine toward hard seltzer with more than 5% of ABV. Furthermore, hard seltzer with 5% ABV is considered as standard proportion of ingredients, which is majorly produced by the manufactures.
Metal Cans segment helds the major share of 51.6% in 2019
Depending on packaging, the metal cans segment was valued at $1,975.6million in 2019, and is expected to grow to $5,330.7million by 2027, with a CAGR of 11.9%. Metal cans has been gaining major share in global hard seltzer market and is expected to sustain its share during the forecast period. Metal cans are majorly used as container in the beverage industry, owing to its commercial benefits including durability, application of multi-color printing, supporting the marketing activities, convenience, and sustainability. Furthermore, beverages filled in metal packaging do not need any additives and do not lose their nourishing properties and keep their original taste for long.
By Distribution Channel
Off-trade segment helds the major share of 61.5% in 2019
By distribution channel, the off-trade segment is projected to grow at $6,435million by 2027, registering a CAGR of 12.3%.Off-trade includes retail outlets such as super market, hypermarket, and convenience stores and wines & spirits shops. Growing urbanization and rapid expansion of the retail sector expected to drive the hard seltzer market growth through off-trade channels. Furthermore, online stores are majorly contributing to increase off-trade sales of the hard seltzer during the pandemic. The U.S. market is witnessing significant growth of off-trade sales, owing to the lockdown and benefits associated with online stores such as door step delivery and bulk discounts.
The off-trade segment has been gaining the highest share in the global hard seltzer market and is expected to continue its share during the forecast period. Hard seltzer is increasingly sold through the hypermarket, mini markets, and spirit shops. This segment is included with online platforms where people can buy or order hard seltzer online. For instance, in May 2020, Taffer’s Mixologist partnered with an e-commerce platform, Thirstie, which provides DTC sales for alcohol brands to allow customers to buy hard seltzer through online platforms. Growing urbanization and dynamic changes in the buying pattern of the customer is likely to promote the growth of the retail sector, which in turn boost the off-trade sales for hard seltzer.
North Ameica region helds the higest market share of 83.1% in 2019
Region wise, North America dominated the hard seltzer market in 2019, and is expected to sustain its dominance throughout the hard seltzer market forecast period. The key factor driving the growth of the hard seltzer market in the region is growing consumer preferences for the low alcohol content, calories, and gluten free beverages. Furthermore, millennial sare getting attracted toward the flavored alcoholic beverages, which in turn boosts the demand for hard seltzer during the forecast period. For instance, according to the White Claw, the hard seltzer producing company launched three flavors of hard seltzer, which include lemon, watermelon, and tangerine.
The players in the hard seltzer market have adopted various development alstrategies to expand their market share, increase profitability, and remain competitive in the market. The key players profiled in this report include Truly, White claw, Barefoot Cellars, Future Proof Brands LLC, Bon & Viv, Ficks & Co, Nude, Kona Brewing Co., Lift Bridge Brewing Co., and Bud Light Seltzer.
Key Benefits For Stakeholders
- The report provides a quantitative analysis of the current hard seltzer market trends, estimations, and dynamics of the market size from 2019 to 2027 to identify the prevailing opportunities.
- Porter’s five forces analysis highlights the potency of buyers and suppliers to enable stakeholders to make profit-oriented business decisions and strengthen their supplier–buyer network.
- In-depth analysis and the market size and segmentation assist to determine the prevailing hard seltzer market opportunities.
- The major countries in each region are mapped according to their revenue contribution to the market.
- The market player positioning segment facilitates benchmarking and provides a clear understanding of the present position of the market players in the hard seltzer industry.
Hard Seltzer Market Report Highlights
By Abv Content
By Distribution Channel
Key Market Players
BON & VIV, FICKS & CO, KONA BREWING CO., BAREFOOT CELLARS, LIFT BRIDGE BREWING CO., FUTURE PROOF BRANDS LLC, NUDE BEVERAGES, WHITE CLAW SELTZER WORKS, BUD LIGHT SELTZER, HARD SELTZER BEVERAGE COMPANY, LLC
As per the perspective of top-level CXOs, North America has been dominating the global hard seltzer market and is expected continue its dominance during the forecast period. Hard seltzer got major traction from 2018 and exhibits highest growth during the pandemic period. It is increasingly substituting various alcoholic and non-alcoholic beverages including wine and beer. As it contains ABV content between 4.5 to 7%, low calories, and low carbohydrates, which likely to attract health conscious millennial population.
Growing innovation in the beverage packaging and product improvements in the alcoholic beverages are promoting alcohol beverage consumers to buy hard seltzer. Rising preference of low and flavored alcohol health conscious consumer base has been surging the sales of hard seltzer in US market. Moreover, online stores have gained major attention by the millennial population during pandemic, owing to hand free and door step delivery, and heavy discounts, which bolster the growth of the hard seltzer market.
The CXOs further added that hard seltzer is untapped potential market, which not yet known to the world except US market. Hard seltzer gained major popularity in 2018 and 2019 in US only and rest of the world is yet to be tapped. International beverage companies are investing in hard seltzer market and planning to launch it in developing economies. For instance, well-known Coco-cola Company is expected to launch a hard seltzer under its Toap Chico brand by 2021.
Key players in the market have adopted new service launch, continuous innovation, and acquisition as their key developmental strategies to cater to the rising demands for hard seltzer. World seen the dynamic growth of the hard seltzer in 2020, which likely to promote alcoholic and non-alcoholic beverage producing companies to extend their product line with hard seltzer.
However, the existing challenges such as availability of considerable substitute for the hard seltzer such as sprits, wine, and beer, which has gained major popularity and made undisputed space in the consumers, mind which likely to a major challenge for the growth of the global hard seltzer market.