Seltzers have traditionally drawn a younger population of individuals of legal drinking age, but they've also recently begun to draw an older audience. According to Beth Bloom, Mintel's assistant director of food and beverage analysis, hard seltzer is becoming more popular among older millennials. While they drink less than their younger colleagues, they love hard seltzers' refreshing and convenient nature.
Seltzers are also becoming more popular among ladies. According to a recent Zeta poll, women are more likely than men to drink this beverage. Conversely, men aren't far behind, with 48% of the population consuming it. According to the report, the average hard-seltzer drinker is a health-conscious lady between the ages of 35 and 65 with a family income of $30,000 to $74,000. Beer firms are also venturing into the competitive seltzer sector. Craft brewers' presence implies that this category is more than a passing craze. Coors' lemon-lime malt beverage Zima became associated with "effete" in David Letterman's gags in the 1990s, and it never lost that reputation. Seltzer is an excellent alternative to soda and may be healthier. It's also popular since it's low in sugar, salt, calories, and artificial chemicals. LaCroix is a well-known brand with several flavours, including fruit and lemonade. Seltzers are gaining popularity due to their supposed health advantages. While it does not taste like alcohol, it is simple to consume and an excellent way to start a party. As a result, seltzers enjoy widespread popularity and are practically everyone's favourite. Yeast metabolizes carbohydrates to make alcohol during the brewing process. Smirnoff Ice and Bud Light's Lime-a-Rita are two popular hard seltzer brands. Try hard seltzer with alcohol and natural fruit juice for a more refined cocktail. White Claw is another example of hard seltzer. Because of its low-calorie count and LaCroix-like flavour, this brand is popular among millennials. Its popularity has grown, so retailers are running out of supply. The corporation was forced to implement rationing last week. White Claw presently holds half of the seltzer market. With its recent success, the hard seltzer market topped $3 billion in 2019. Seltzers have a promising future. By 2023, the hard-seltzer market is predicted to expand by up to $1 billion. The survey also reveals a sizable untapped market for hard seltzer. According to the business, complex seltzer sales are expected to quadruple to 281 million cases by 2023. Even though hard seltzers are a new category, sales have soared, resulting in more brands and additional SKUs. However, there are several difficulties in the category. The ready-to-drink cocktail segment has increasingly challenged the industry. Regardless of the challenges, hard seltzer will remain an essential category for merchants. The beverage sector has historically lost market share to other beverages, but the emerging hard seltzer market might reverse that. Some companies have attempted to pitch their beverages as healthy alternatives, and seltzers are the answer. While not as healthful as beer, hard seltzers are far lower in calories.
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