GVR Report cover Hard Seltzer Market Size, Share & Trends Report

Hard Seltzer Market Size, Share & Trends Analysis Report By ABV Content (1.0% to 4.9%, 5.0% to 6.9%), By Distribution Channel (Off-trade, On-trade), By Region (North America, Europe, ROW), And Segment Forecasts, 2021 - 2028

  • Published Date: Nov, 2021
  • Base Year for Estimate: 2020
  • Report ID: GVR-4-68038-805-3
  • Format: Electronic (PDF)
  • Historical Data: 2016 - 2019
  • Number of Pages: 75

Report Overview

The global hard seltzer market size was valued at USD 5.6 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 31.4% from 2021 to 2028. The rising adoption of low alcohol content beverages among millennials and the younger generation is driving market demand. Moreover, consumers are trying to reduce their alcohol consumption or becoming ‘sober-curious’, which has further led to an increase in the demand for low-alcoholic beverages.

U.S. hard seltzer market size, by ABV content, 2018 - 2028 (USD Billion)

The outbreak of the COVID-19 pandemic has drastically impacted the consumption pattern of alcoholic beverages from high alcohol content to low alcohol content due to rising health consciousness among the consumers. The sale of hard seltzer during the pandemic rose significantly through e-commerce channels due to stay-at-home orders around the world. Alcohol delivery apps such as Drizly and Minibar reported a significant jump in orders during the months of February and March of 2020, with the total costs per order more than 20% higher than usual.

According to a survey by IWSR, as of 2019, 52% of consumers surveyed were trying to reduce their alcohol consumption. Moreover, hard seltzer contains low amounts of alcohol, ranging from 1%-8% ABV, and is low-calorie in comparison to beer, with most versions having around 100 calories. Thus, moderate drinkers prefer to consume hard seltzer as a substitute for beer. These properties of hard seltzer are anticipated to boost the sales of the product across the globe over the forecast period.

Many consumers are looking for reduced sugar, low-calorie, organic, and healthy halo beverages that not only fulfill their demands but also align with their keto and vegan diet. Many manufacturers have been offering products in this category. For instance, Mass Bay Brewing Co.’s hard seltzers contain 100 calories and 3 grams of carbohydrates. These are sugar- and gluten-free as well as considered vegan and keto-friendly.

Similarly, in January 2021, Anheuser-Busch InBev launched Michelob Ultra Organic Seltzer in three flavors - spicy pineapple, peach pear, and cucumber lime, for consumers who like natural flavors, which contains zero added sugars.

The hard seltzer category has seen immense expansion due to its booming social media presence and pop culture buzz. Brands can be seen grabbing a piece of the social media buzz by creating Instagram-worthy hard seltzer packaging to increase engagement and partnering with influencers and consumers. According to research conducted by the Bank of America, there were six times as many conversations about hard seltzer on Instagram in January 2020 as compared to January 2019.

ABV Content Insights

Hard seltzer with 5.0% to 6.9% ABV content held the largest revenue share of more than 50.0% in 2020 and is expected to maintain its dominance over the forecast period. The idea of moderation is a booming trend, not just a fad especially in the U.S., which is driving the growth of this segment. Many players operating in the alcohol industry have been expanding their low-alcohol options.

However, hard seltzer with 1.0% to 4.9% ABV content is projected to register the fastest CAGR of 32.3% from 2021 to 2028. Owing to rising consumer focus toward health and wellness, people of all ages are trying to cut down on alcohol. Over the last two years, there has been a significant increase in online discussions about low- and no-alcohol drinking and a noteworthy decrease in conversations about casual and heavy drinking occasions.

Some of the brands offering these drinks with 1.0% to 4.9% of ABV content include Corona, BON V!V Spiked, Smirnoff, Night Shift Hoot, Willie’s Superbrew, Coors, San Juan Spiked, Crook & Marker Spiked Seltzer, and Funky Buddha Premium Hard Seltzer.

Distribution channel Insights

The off-trade was a larger distribution channel with a revenue share of more than 70.0% in the global market in 2020. The segment includes all retail outlets such as hypermarkets, supermarkets, convenience stores, mini markets, and wine and spirit shops. People prefer these stores as they offer huge discounts and offers. Further, the majority of the brands launch their product through big chains of supermarkets such as Walmart, Target, and others to reach maximum customers.

Global hard seltzer market share, by distribution channel, 2020 (%) 

The on-trade channel is anticipated to register the fastest CAGR of 34.0% from 2021 to 2028. The category includes outlets such as bars, clubs, hotels, and lounges. The COVID-19 pandemic has led to lockdowns and shutdowns across the world. This has led to a reduction in sales from these channels. However, the reopening of the world, with people focusing again on outside get-togethers, socializing, and parties are likely to increase sales through on-trade channels.

Regional Insights

North America made the largest contribution in the global hard seltzer market and accounted for the largest revenue share of 55.7% in 2020. The region has been witnessing high demand for hard seltzer, especially from young consumers. Key manufacturers are promoting their products in innovative ways. For instance, White Claw, a popular hard seltzer brand manufactured by Vancouver-based Mark Anthony Brands, received a significant sales boost courtesy of its strong social media presence including internet memes and YouTube videos in June 2019.

Furthermore, the mass appeal of these drinks has made them acceptable to both male and female drinkers, which, in turn, is likely to further increase the consumption of hard seltzer in the upcoming years. The rest of the world is the fastest-growing market and is expected to witness a CAGR of 67.9% from 2021 to 2028. Countries like Australia, New Zealand, and China contribute most of the share in the rest of the world. Rising disposable income, health consciousness, and easy availability of international brands have led to increased consumption of hard seltzer in these countries.

Hard seltzer with 1% to 4.9% ABV content is much more popular in Asian countries, thus manufacturers are keen to capture this market by launching products. For instance, in May 2020, United Breweries and Carlton launched Actual Vodka Seltzer with 4.2% ABV in two flavors - Pure and Lime - made with 100% natural ingredients to attract the growing vegan population in Australia.

Key Companies & Market Share Insights

The market is still in its nascent stage, where new entrants are launching products and other key players in the alcoholic beverages market are planning to launch their products due to the increasing popularity of these low-alcohol content beverages across the globe. Growing demand for convenience and rising health consciousness among consumers are the major factors contributing to the growth of this market across the globe. Nowadays, drinks with natural ingredients, low-calories, and health claims appeal the most to consumers; thus, manufacturers are focused on launching products with these attributes.

For instance, in May 2020, Kopparberg Brewery launched a hard seltzer in the U.K. that claims to be vegan-friendly and gluten-free, with a 5% ABV content. It is available in mixed berries, black cherry, and passion fruit flavors across Morrisons and Tesco stores in Europe. These product launches are anticipated to boost the visibility as well as sales of this alcoholic drink. Some of the prominent players in the hard seltzer market include:

  • Mark Anthony Brands International

  • Anheuser-Busch InBev

  • The Coca Cola Company

  • Diageo plc

  • Heineken N.V.

  • The Boston Beer Company

  • Molson Coors Beverage Company

  • Constellation Brands, Inc.

  • Kopparberg

Hard Seltzer Market Report Scope

Report Attribute

Details

Market size value in 2021

USD 8.9 billion

Revenue forecast in 2028

USD 49.4 billion

Growth Rate

CAGR of 31.4% from 2021 to 2028

Base year for estimation

2020

Historical data

2016 - 2019

Forecast period

2021 - 2028

Quantitative units

Revenue in USD million and CAGR from 2021 to 2028

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

ABV content, distribution channel, region

Regional scope

North America; Europe; Rest of the World (RoW)

Country scope

U.S.; Canada; Mexico; U.K.; Netherlands; Ireland; Australia; China; New Zealand

Key companies profiled

Mark Anthony Brands International; Anheuser-Busch InBev; The Coca Cola Company; Diageo plc; Heineken N.V.; The Boston Beer Company; Molson Coors Beverage Company; Constellation Brands, Inc.; Kopparberg

Customization scope

Free report customization (equivalent up to 8 analyst’s working days) with purchase. Addition or alteration to country, regional, and segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options


Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2016 to 2028. For the purpose of this study, Grand View Research has segmented the global hard seltzer market report on the basis of ABV content, distribution channel, and region:

  • ABV Content Outlook (Revenue, USD Million, 2016 -2028)

    • 1.0% to 4.9%

    • 5.0% to 6.9%

    • Others

  • Distribution Channel Outlook (Revenue, USD Million, 2016 - 2028)

    • Off-trade

    • On-trade

  • Regional Outlook (Revenue, USD Million, 2016 - 2028)

    • North America

      • U.S.

      • Canada

      • Mexico

    • Europe

      • U.K.

      • Netherlands

      • Ireland

    • Rest of the World (RoW)

      • Australia

      • China

      • New Zealand

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