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January 10, 2022

Hard seltzer slowdown mirrors craft beer, energy drinks drop-offs – research

By Rhodri Morgan

The slowing of hard seltzer’s meteoric growth last year has historical precedent elsewhere in beverages, according to recent research.

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According to GlobalData’s ‘Topical Insights: Hard Seltzer’ report, published last month, craft beer and energy drinks both saw their “extremely strong” early showings in the US “weaken but remain positive”. The research claims this has also become the case in recent months for hard seltzer, thanks to its rapid penetration levels and consumption rates.

“As consumers cease experimenting with a large number of different NPDs, they will instead identify a smaller number of favourite brands, which will go on to consolidate  gains and become the key winners,” the report says, highlighting the longer-term winners Brewdog and Lagunitas in craft beer and Red Bull in energy drinks.

Aside from hard seltzer’s second-largest market, Canada, GlobalData predicts that the UK will be a successful market in the coming years, a view echoed at the beginning of last year by Rabobank analysts.

What does the slowdown of 2021 mean for hard seltzer at home and abroad? – Click here for a Just Drinks focus

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Free Whitepaper
img

Understand the impact of decreasing sugar consumption on the F&B market

Growing consumer concern regarding health and wellbeing has increased the focus on reducing sugar consumption. This has driven food and beverage manufacturers, alongside governments, to take measures to meet this challenge. In addition, the pandemic heightened the focus on self-care, including implementing healthy eating to support the immune system. Now more than ever, consumers are paying attention to the amount of sugar and calories in the products they purchase. Access GlobalData’s new whitepaper, The Sugar Reduction Challenge – Past, Present and Future Outlooks within Beverages, to better understand the recent trends in sugar demand, how manufacturers and governments have responded to the challenge, and what solutions are available to the industry. The white paper covers:
  • The key factors behind the recent trends in sugar consumption
  • What is driving consumer choices when shopping for food and beverages?
  • How companies and governments are stepping up their efforts to meet consumers’ expectations
  • The outlook for sugar demand
  • Which ingredients stand to benefit from these future developments?
Enter your details here to receive the free whitepaper.
by GlobalData
Enter your details here to receive your free Whitepaper.

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