Zenith Global Hard Seltzers Market Report 2021 by Zenith Global

Zenith Global Report 2021

Hard Seltzers Market Report

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Contents Section

1. Introduction and scope 2. Executive summary 3. Hard Seltzers category overview 4. Regional market trends 4.1 North America 4.2 Europe

4.3 Asia Pacific 4.4 Rest of World 5. Market landscape 6. Brand profiles

Page

Introduction and scope

Introduction and scope Introduction

Scope

The development of hard seltzers has been the biggest new trend in the alcoholic beverage market in recent years. Success has primarily come in the USA despite fierce competition from well established alcoholic beverages and brands.

Global coverage of the hard seltzer market, including past performance to 2020 and future outlook of the market to 2025.

Consumer demand for alcoholic products which taste better and are also better-for-you than t raditional alcoholic beverages has been instrumental in raising demand for hard seltzers across the globe.

Flavour, a low-calorie count and the lack of added sugars have all become key selling points of hard seltzers. This particular beverage market is travelling along a healthy growth track as customers are becoming more ingredient-savvy while seeking healthier alternatives to sugary drinks. Beyond North America, the hard seltzer market has been receiving traction in Europe, Asia and the Pacific regions after new start-ups began to appear across the globe and well-established brands diversified int o this new market. Some experts are sceptical about the hard seltzer market’s ability to replicate the boom that it saw in the United States across the rest of the world, however, growth prospects remain positive. In this timely and topical report, Zenith Global explores the factors that are expected to drive potential growth in this space and presents commercial recommendations for any business with an interest in breaking into the hard seltzers market in the future.

Quantitative data presented includes market size and growth by volume and value, as well as qualitative analysis of key developments, new product launches and brand profiles.

Regions covered in this report: •

North America

•

Europe

•

Asia Pacific

•

Latin America

•

Middle East & Africa

Introduction and scope Definitions and key terms For the purpose of measuring what lies in scope this report, Zenith Global finds it important to provide its own definition of ‘hard seltzers’, and how it is should be distinguished from other industry terms.

Hard Seltzer (sometimes spiked seltzer) •

A hard seltzer is an alcoholic flavoured sparkling water that is commonly understood to have a number of attributes and features that classify it as a ‘hard seltzer’ rather than another type of malt alcoholic beverage or alcopop.

•

Hard seltzers, sometimes also called ‘spiked seltzers’, tend to be low calorie and low ABV, generally under 30kcal per 100ml or under 2 grams of sugar per 100ml with 4-6% added alcohol.

•

The brewing process of hard seltzers differs by region but there are two main methods of production. In the United States hard seltzers are made by fermenting cane sugar or using malted barley and are often subcategorised as ‘flavoured malt beverages’ (FMBs). Hard seltzer beverages made in other regions like Europe and Asia Pacific are made using a neutral spirit or the fermentation of fruit.

•

For the purposes of this report, only ready to drink (RTD) hard seltzers have been quantified.

•

Japanese shōchū highball or chūhai, drinks which combine shōchū or vodka respectively with carbonated water and flavouring, will be included in this report due to their similarity with the brewing process and end product of hard seltzers.

Seltzer (sometimes soft seltzer or seltzer water) •

A seltzer is non-alcoholic RTD flavoured sparkling water without added sugar or sweetener.

•

Soft seltzers do not contain alcohol and therefore do not require any brewing or fermentation process. Natural water is carbonated and then flavours are added to create the end product.

•

Non-alcoholic seltzers will not be considered in scope for this report.

Executive summary

Executive summary Key findings •

Commentary

Hard Seltzers category overview

Hard Seltzers category overview Global hard seltzers market insights •

Commentary

Hard Seltzers category overview Global hard seltzers market volume •

Commentary

Global hard seltzers market volume, 2017-20

Volume (million litres)

CAGR %

2017

2018

2019

2020

Hard Seltzers category overview Global hard seltzers market volume

Volume (million litres)

Global hard seltzers market volume by region, 2017-20

2017

2018 North America

2019 Europe

Asia Pacific

Rest of world

2020

Hard Seltzers category overview Global hard seltzers market value Commentary

Global hard seltzers market value, 2020

Value (US$ million)

•

North America

Europe

Asia Pacific

Others

Total

Hard Seltzers category overview Global hard seltzers pricing and revenue structure •

Commentary

Hard Seltzers category overview On premise and off premise trends: 2020 On premise

Off premise

•

Commentary

Hard Seltzers category overview Global hard seltzers market volume forecast •

Commentary

Global hard seltzers market volume forecast, 2020-27

Volume (million litres)

CAGR %

2020

2021f

2022f

2023f

2024f

2025f

2026f

2027f

Hard Seltzers category overview Global hard seltzers market volume, 2017-27f Region North America

Europe Asia Pacific Rest of World

Total

2017

2018

2019

2020

2021f

2022f

2023f

2024f

2025f

2026f

2027f

Regional market trends

Regional market trends 4.1 North America

Regional market trends North America hard seltzer market volume •

Commentary

North America hard seltzers market volume, 2017-20

Volume (million litres)

CAGR %

2017

2018

2019

2020

Regional market trends North America leading brands North America hard seltzers brand share, 2020

15%

25%

15%

15% 15%

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Others

•

Commentary

Regional market trends North America top opportunities and commercial recommendations •

Commentary

Regional market trends 4.2 Europe

Regional market trends Europe hard seltzer market volume •

Commentary

Europe hard seltzers market volume, 2017-20

Volume (million litres)

CAGR %

2017

2018

2019

2020

Regional market trends Europe leading brands •

Commentary

Regional market trends Europe top opportunities and commercial recommendations •

Commentary

Regional market trends 4.3 Asia Pacific

Regional market trends 4.4 Rest of World

Market landscape

Market landscape Demographics Target market •

Commentary

Market landscape Consumer profiles Younger consumers

Older consumers

•

Commentary

Market landscape Key drivers and developments •

In the global hard seltzer market, Zenith Global has identified six key factors which have contributed to and are forecast to continue to drive the sales of hard seltzers and consumer interest. These are: new brands and flavours, price, marketing and branding, ethical initiatives and sustainability and packaging.

New brands •

Commentary

New flavours •

Commentary

Price •

Commentary

Marketing, brand partnerships and celebrity ambassadors •

Commentary

Ethical initiatives and sustainability •

Commentary

Packaging trends and future innovations •

Commentary

Market landscape Future innovation opportunities •

Commentary

Brand profiles

Brand profiles North America

White Claw Hard Seltzer

Mark Anthony Brands International, US www.whiteclaw.com Brand history: Brand history Competitive advantage: Commentary Distribution: Channels Pack size and type: 330ml aluminium can Variants: Flavours Alcohol content: 5% ABV Price: US$ Calories: 100kcal

Zenith Global Ltd Tel +44 (0)1225 327900

insight@zenithglobal.com

www.zenithglobal.com

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