세계의 하드셀처 시장 평가 : 알코올 도수별, 향료별, 포장 유형별, 최종사용자별, 유통 채널별, 지역별, 기회, 예측(2017-2031년)

Global hard seltzer market is projected to witness a CAGR of 16.22% during the forecast period 2024-2031, growing from USD 12.18 billion in 2023 to USD 40.54 billion in 2031. The significant factors that are driving the growth of the market are surging demand for low alcohol-by-volume alternatives as the consumers are increasingly shifting towards alcoholic beverages which have lower alcohol content, consumers' preference for ready-to-drink alcoholic beverages, collaborations among the spirit companies, and soft drink brands which help them in better market positioning.

Hard Seltzers contain a lower level of alcohol-by-volume, which appeals to the youth, consumers who drink occasionally, and health-conscious consumers, driving the growth of the market. According to a survey by the U.S. National Survey on Drug Use and Health in 2022, 2.7 million boys and 3.1 million girls aged between 12 to 17 years consume alcohol. The key players are creating hard seltzers with lesser alcohol-by-volume and using the factors as a critical marketing strategy for expanding their appeal, allowing them to tap a broader segment of consumers. For instance, in June 2023, Great Lakes Brewing Co. announced the launch of its latest limited-edition product, Rocket Pop Hard Seltzer. The product offers a low alcohol-by-volume of just 5.0%.

The ease in availability of hard seltzer is augmenting the market's growth. As the hard seltzer is conveniently available at both online and offline channels of distribution, product accessibility increases, expanding the market demand. Moreover, the surge of strategic partnerships along with the establishment of retail enriches the product visibility. It drives the product sales even more, contributing to the growth trajectory.

The retail distribution channel supports market growth as it provides easy access to consumers. Moreover, as hard seltzers are ready-to-drink alcoholic beverages, they offer convenience to the consumers while gravelling, eliminating the need for freshly made alcoholic beverages, further fueling market growth.

Tequila Hard Seltzer Holds a Larger Market Share

For various reasons, more consumers prefer tequila hard seltzers over vodka, rum, wine, and others. Tequila's unique flavor, characterized by sweet, citrus, and earthy undertones, makes it different from other hard seltzers.

Moreover, tequila is perceived by consumers as a sophisticated and premium spirit, as it is associated with craftsmanship. As consumers perceive tequila-infused beverages as high-quality, as compared to vodka and other spirits, they are more likely to demand them, augmenting the market growth.

Furthermore, tequila is a versatile spirit that infuses effortlessly with various flavors, including tropical fruits, herbs, and spices. For instance, in March 2024, Truly, a brand of Boston Beer Corporation, announced the launch of Truly Tequila Soda, its latest spirits-based seltzer. The product is made with premium Tequila Blanco, crisp sparkling water, and natural fruit juice, providing refreshment in every sip.

Low carb and Gluten Free Attributes to Support the Market Growth

Hard seltzers, which are gluten-free and contain low carbohydrates, are driving the growth of the market as they align with consumers' preference for healthy products. The health and wellness trend in the market is fueling the growth of hard seltzers as consumers are increasingly shifting towards healthy alternatives that are low in calories and dietary friendly.

The surging lifestyle trends of ketogenic and gluten-free diets due to restrictions in consumers' diets are further augmenting the growth of the market. Consumers with strict diet preferences, seek for such alternatives, resulting in an increase in their demand.

Key players are addressing the evolving consumer preferences and launching their newly developed offerings before the other players in the market to gain a competitive advantage.

For instance, in March 2023, E & J. Gallo Winery's High Noon Spirits Company launched High Noon Tequilla Seltzer, which is made from real blanco tequila and natural juice. The malt-based hard seltzer is gluten-free and does not contain any added sugar. The product is available in four flavors such as lime, passionfruit, grapefruit, and strawberry.

Rise of Ready-to-drink Cocktails Culture in North America to Foster the Market Growth

Consumers are increasingly shifting toward ready-to-drink alcoholic beverages and cocktails in North America. Consumers find it convenient due to various reasons, fostering the market growth. Ready-to-drink cocktails provide convenience to consumers and enable them to consume anywhere and anytime. These hassle-free alternatives, as compared to the traditional cocktails, are easy to serve and cater to a larger audience in a social gathering.

With the surging vegan population and rise in the number of celiac disease patients in the region, the market is witnessing an increase in demand for gluten free and vegan-friendly hard seltzers. The region is experiencing a rise in the hard seltzers which have low calories and are low in sugar, appealing to the health conscious consumers.

The manufacturers in the region are innovating their products, offering a wider range of varieties and flavors, catering to the consumers with diverse taste preferences. From the innovations in classic cocktails, such as margaritas and martinis, to the introduction of unconventional flavors, such as mango-based hard seltzer, North American consumers prefer combinations.

For instance, in June 2023, Canteen Spirits, a Texas-based company, announced the launch of Cantina Margarita, a Mexican-inspired margarita style hard seltzer. The latest ready-to-drink cocktail is available in three flavor profiles, i.e., Original, Mango, and Strawberry. The offering is disrupting the ready-to-drink cocktails market, resulting in the growth of the global hard seltzer market.

Non-Alcoholic Hard Seltzer to Restrain the Market Growth

Non-alcoholic hard seltzers are restraining the growth of the hard seltzer market due to several underlying factors. The increase in the non-alcoholic hard seltzers, offers the consumers healthier alternatives as compared to the seltzers which contain alcohol, appealing to the consumers who do not consume alcohol.

Moreover, non-alcoholic hard seltzers offer a similar taste and experience as hard seltzers, including the low-calorie profile, refreshing flavors, and fizzy carbonation. These similarities in both offerings, enable the consumers to enjoy the taste of hard seltzer without the consumption of alcohol.

In December 2023, White Claw launched White Claw 0% Alcohol which is its latest product line of Non-Alcoholic Hard Seltzers. The offering is completely alcohol free and was launched in four flavors, namely, Mango Passion Fruit, Black Cherry Cranberry, Lime Yuzu, and Peach Orange Blossom. The product was rolled out in the market for consumers in January 2024.

Additionally, the easy availability and expanding marketing strategies of the key players has threatened the hard seltzer market even more.

Future Market Scenario (2024 - 2031F)

The hard seltzer market is anticipated to grow in the forecast period due to creating several opportunities, such as increasing focus on the innovation of flavor to cater to the evolving preferences of consumers. It is expected to witness a wider range of exotic and unconventional combinations of ingredients. Increase in healthier and natural formulations of hard seltzer to cater to health-conscious consumers. Increase in the functional beverages for consumers seeking lighter alternatives. Moreover, enhanced packaging promotes a circular economy by creating carbon-neutral and compostable packaging for hard seltzer, appealing to eco-conscious consumers.

Key Players Landscape and Outlook

The market growth is being propelled by the key players who are focusing on continuous product innovation, retail expansions, and strategic marketing. These companies are actively expanding their product portfolio, increasing the base of the customers, and catering to their evolving needs.

Product innovation has been driving market growth exponentially. The key players introduce newer and innovative products in various unique packaging formats, enabling consumers to try newer options and keep them hooked on the latest product offerings.

For instance, in September 2023, SunnyD, a brand of Harvest Hill Beverage Company, released a variety pack consisting of two of the latest tangy orange-flavored vodka seltzer. The additions include orange pineapple and orange strawberry. These new flavors in the product portfolio of SunnyD vodka seltzer variety pack of eight, in addition to the existing offerings, is being retailed at USD 17.99 byn the company in a canned packaging format.

Table of Contents

1. Research Methodology

2. Project Scope and Definitions

3. Executive Summary

4. Voice of Customer

• 4.1. Demographics (Age/Cohort Analysis - Baby Boomers and Gen X, Millennials, Gen Z; Gender; Income - Low, Mid and High; Geography; Nationality; etc.)
• 4.2. Product and Market Intelligence
• 4.3. Mode of Brand Awareness
• 4.4. Factors Considered in Purchase Decisions
  • 4.4.1. Quality
  • 4.4.2. Taste
  • 4.4.3. Brand Image
  • 4.4.4. Product Variety and Range
  • 4.4.5. Innovation
  • 4.4.6. Price
  • 4.4.7. Availability and Accessibility
  • 4.4.8. Promotional Discounts
• 4.5. Consideration of Privacy and Safety Regulations
• 4.6. Purchase Channel
• 4.7. Frequency of Purchase
• 4.8. Existing or Intended User
• 4.9. Recommendations From Friends, Family/Online Reviews
• 4.10. Role of Brand Ambassador or Influencer Marketing on Product/Brand Absorption

5. Global Hard Seltzer Market Outlook, 2017-2031F

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
  • 5.1.2. By Volume
• 5.2. By ABV
  • 5.2.1. Up to 5%
  • 5.2.2. 5%-10%
  • 5.2.3. More than 10%
• 5.3. By Flavor
  • 5.3.1. Coffee
  • 5.3.2. Fruity
  • 5.3.3. Others
• 5.4. By Packaging Type
  • 5.4.1. Bottles
  • 5.4.2. Cans
  • 5.4.3. Others
• 5.5. By End-user
  • 5.5.1. Commercial
  • 5.5.2. Residential
• 5.6. By Distribution Channel
  • 5.6.1. Online
  • 5.6.2. Offline
    • 5.6.2.1. Liquor Stores
    • 5.6.2.2. Bars
    • 5.6.2.3. Brewery
    • 5.6.2.4. Hotels and Restaurants
    • 5.6.2.5. Supermarkets and Hypermarkets
    • 5.6.2.6. Others
• 5.7. By Region
  • 5.7.1. North America
  • 5.7.2. Europe
  • 5.7.3. Asia-Pacific
  • 5.7.4. South America
  • 5.7.5. Middle East and Africa
• 5.8. By Company Market Share (%), 2023

6. Global Hard Seltzer Market Outlook, By Region, 2017-2031F

• 6.1. North America*
  • 6.1.1. Market Size & Forecast
    • 6.1.1.1. By Value
    • 6.1.1.2. By Volume
  • 6.1.2. By ABV
    • 6.1.2.1. Up to 5%
    • 6.1.2.2. 5%-10%
    • 6.1.2.3. More than 10%
  • 6.1.3. By Flavor
    • 6.1.3.1. Coffee
    • 6.1.3.2. Fruity
    • 6.1.3.3. Others
  • 6.1.4. By Packaging Type
    • 6.1.4.1. Bottles
    • 6.1.4.2. Cans
    • 6.1.4.3. Others
  • 6.1.5. By End-user
    • 6.1.5.1. Commercial
    • 6.1.5.2. Residential
  • 6.1.6. By Distribution Channel
    • 6.1.6.1. Online
    • 6.1.6.2. Offline
      • 6.1.6.2.1. Liquor Stores
      • 6.1.6.2.2. Bars
      • 6.1.6.2.3. Brewery
      • 6.1.6.2.4. Hotels and Restaurants
      • 6.1.6.2.5. Supermarkets and Hypermarkets
      • 6.1.6.2.6. Others
  • 6.1.7. United States*
    • 6.1.7.1. Market Size & Forecast
      • 6.1.7.1.1. By Value
      • 6.1.7.1.2. By Volume
    • 6.1.7.2. By ABV
      • 6.1.7.2.1. Up to 5%
      • 6.1.7.2.2. 5%-10%
      • 6.1.7.2.3. More than 10%
    • 6.1.7.3. By Flavor
      • 6.1.7.3.1. Coffee
      • 6.1.7.3.2. Fruity
      • 6.1.7.3.3. Others
    • 6.1.7.4. By Packaging Type
      • 6.1.7.4.1. Bottles
      • 6.1.7.4.2. Cans
      • 6.1.7.4.3. Others
    • 6.1.7.5. By End-user
      • 6.1.7.5.1. Commercial
      • 6.1.7.5.2. Residential
    • 6.1.7.6. By Distribution Channel
      • 6.1.7.6.1. Online
      • 6.1.7.6.2. Offline
        • 6.1.7.6.2.1. Liquor Stores
        • 6.1.7.6.2.2. Bars
        • 6.1.7.6.2.3. Brewery
        • 6.1.7.6.2.4. Hotels and Restaurants
        • 6.1.7.6.2.5. Supermarkets and Hypermarkets
        • 6.1.7.6.2.6. Others
  • 6.1.8. Canada
  • 6.1.9. Mexico

All segments will be provided for all regions and countries covered

• 6.2. Europe
  • 6.2.1. Germany
  • 6.2.2. France
  • 6.2.3. Italy
  • 6.2.4. United Kingdom
  • 6.2.5. Russia
  • 6.2.6. Netherlands
  • 6.2.7. Spain
  • 6.2.8. Turkey
  • 6.2.9. Poland
• 6.3. Asia-Pacific
  • 6.3.1. India
  • 6.3.2. China
  • 6.3.3. Japan
  • 6.3.4. Australia
  • 6.3.5. Vietnam
  • 6.3.6. South Korea
  • 6.3.7. Indonesia
  • 6.3.8. Philippines
• 6.4. South America
  • 6.4.1. Brazil
  • 6.4.2. Argentina
• 6.5. Middle East and Africa
  • 6.5.1. Saudi Arabia
  • 6.5.2. UAE
  • 6.5.3. South Africa

7. Market Mapping, 2023

• 7.1. By ABV
• 7.2. By Flavor
• 7.3. By Packaging Type
• 7.4. By End-user
• 7.5. By Distribution Channel
• 7.6. By Region

8. Macro Environment and Industry Structure

• 8.1. Demand Supply Analysis
• 8.2. Import Export Analysis
• 8.3. Value Chain Analysis
• 8.4. PESTEL Analysis
  • 8.4.1. Political Factors
  • 8.4.2. Economic System
  • 8.4.3. Social Implications
  • 8.4.4. Technological Advancements
  • 8.4.5. Environmental Impacts
  • 8.4.6. Legal Compliances and Regulatory Policies (Statutory Bodies Included)
• 8.5. Porter's Five Forces Analysis
  • 8.5.1. Supplier Power
  • 8.5.2. Buyer Power
  • 8.5.3. Substitution Threat
  • 8.5.4. Threat from New Entrant
  • 8.5.5. Competitive Rivalry

9. Market Dynamics

• 9.1. Growth Drivers
• 9.2. Growth Inhibitors (Challenges and Restraints)

10. Key Players Landscape

• 10.1. Competition Matrix of Top Five Market Leaders
• 10.2. Market Revenue Analysis of Top Five Market Leaders (By Value, 2023)
• 10.3. Mergers and Acquisitions/Joint Ventures (If Applicable)
• 10.4. SWOT Analysis (For Five Market Players)
• 10.5. Patent Analysis (If Applicable)

11. Pricing Analysis

12. Case Studies

13. Key Players Outlook

• 13.1. Anheuser-Busch InBev SA/NV
  • 13.1.1. Company Details
  • 13.1.2. Key Management Personnel
  • 13.1.3. Products and Services
  • 13.1.4. Financials (As Reported)
  • 13.1.5. Key Market Focus and Geographical Presence
  • 13.1.6. Recent Developments
• 13.2. Boston Beer Corporation (Truly)
• 13.3. Blue Marble Cocktails, Inc.
• 13.4. Molson Coors Beverage Company
• 13.5. Constellation Brands, Inc.
• 13.6. E & J. Gallo Winery
• 13.7. Carlsberg Breweries A/S
• 13.8. Great Lakes Brewing Company
• 13.9. LEMONATI LLC
• 13.10. Harvest Hill Beverage Company

Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.

14. Strategic Recommendations

15. About Us and Disclaimer