Hard Seltzer - Russia

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

Customer preferences: Russian consumers are increasingly seeking out low-calorie and healthier beverage options, which has contributed to the rise in popularity of Hard Seltzers. These drinks are known for their light and refreshing taste, as well as their low sugar and calorie content. Additionally, the younger generation in Russia is more health-conscious and actively seeks out products that align with their lifestyle choices. This has further fueled the demand for Hard Seltzers in the country.

Trends in the market: One of the key trends in the Hard Seltzer market in Russia is the introduction of local brands and flavors. Russian consumers have shown a preference for locally produced beverages, and this trend has extended to the Hard Seltzer category as well. Local brands have been quick to capitalize on this demand by offering unique flavors that cater to the local palate. This has not only increased the variety of options available to consumers but has also given local brands a competitive edge in the market. Another trend in the market is the increasing availability of Hard Seltzers in different retail channels. Initially, Hard Seltzers were primarily sold through specialized liquor stores or online platforms. However, as the market has grown, these products have become more widely available in supermarkets, convenience stores, and even bars and restaurants. This has made it easier for consumers to access Hard Seltzers, thereby driving their consumption.

Local special circumstances: Russia has a strong tradition of consuming alcoholic beverages, particularly vodka. However, in recent years, there has been a shift in consumer preferences towards lighter and more refreshing drinks. This has created a favorable environment for the introduction and growth of the Hard Seltzer market in the country. Additionally, the Russian government has been taking steps to promote healthier lifestyles and reduce alcohol consumption. This has also played a role in the increasing popularity of Hard Seltzers, as they are seen as a healthier alternative to traditional alcoholic beverages.

Underlying macroeconomic factors: The growing economy in Russia has had a positive impact on the Hard Seltzer market. As disposable incomes have increased, consumers have been able to spend more on discretionary items, including alcoholic beverages. This has created a larger consumer base for Hard Seltzer brands to target. Furthermore, the changing demographics in Russia have also contributed to the growth of the Hard Seltzer market. The younger generation, in particular, has shown a preference for alternative alcoholic beverages that are lighter and more flavorful. As this demographic continues to grow in size and influence, the demand for Hard Seltzers is expected to further increase. In conclusion, the Hard Seltzer market in Russia is experiencing significant growth due to changing customer preferences, the introduction of local brands and flavors, increasing availability in retail channels, local special circumstances, and underlying macroeconomic factors. As consumers continue to seek out healthier and more refreshing beverage options, the demand for Hard Seltzers is expected to continue growing 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.