Hard Seltzer - Mexico

The Hard Seltzer market in Mexico has witnessed significant growth in recent years, driven by changing consumer preferences and the introduction of new products.

Customer preferences: Mexican consumers are increasingly seeking healthier alternatives to traditional alcoholic beverages. With the rising popularity of fitness and wellness trends, there is a growing demand for low-calorie and low-sugar options. Hard Seltzers, which are typically lower in calories and sugar compared to other alcoholic beverages, have gained traction among health-conscious consumers. Additionally, the younger demographic in Mexico, who are more experimental and open to trying new products, have shown a particular interest in Hard Seltzers.

Trends in the market: One of the key trends in the Hard Seltzer market in Mexico is the introduction of locally produced products. Domestic brands have recognized the potential of the market and have started launching their own Hard Seltzer offerings. This trend is driven by the desire to cater to the specific tastes and preferences of Mexican consumers. Local brands are incorporating flavors that are popular in Mexico, such as tropical fruits and traditional Mexican ingredients, to appeal to the local palate. Another trend in the market is the increasing variety of flavors available. Initially, Hard Seltzers were limited to basic fruit flavors such as lemon, lime, and berry. However, as the market has evolved, brands have started introducing more unique and exotic flavors. This trend is driven by the desire to differentiate products and cater to the diverse preferences of consumers. Flavors such as mango, pineapple, and hibiscus are becoming increasingly popular in the Mexican market.

Local special circumstances: Mexico has a vibrant and growing alcohol industry, with a wide range of traditional beverages available. However, the rise of Hard Seltzers is challenging the dominance of traditional alcoholic beverages. The market is becoming more competitive as both domestic and international brands vie for market share. Local brands have the advantage of understanding the local market and consumer preferences, while international brands bring global recognition and expertise in product development and marketing.

Underlying macroeconomic factors: The growing popularity of Hard Seltzers in Mexico can also be attributed to macroeconomic factors. The country has experienced steady economic growth in recent years, leading to an increase in disposable income. This has allowed consumers to explore new and premium products, including Hard Seltzers. Additionally, the tourism industry in Mexico plays a significant role in driving the demand for alcoholic beverages, including Hard Seltzers. The country attracts a large number of international tourists who are exposed to different trends and products, influencing the local market. In conclusion, the Hard Seltzer market in Mexico is developing rapidly due to changing consumer preferences, the introduction of locally produced products, and the increasing variety of flavors available. The market is becoming more competitive, with both domestic and international brands vying for market share. The underlying macroeconomic factors, such as steady economic growth and a thriving tourism industry, are also contributing to the growth of the market.

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.