Buy the full study
Summary of our market study
Since their inception in 2013, "hard seltzers" have gained immense popularity in the US, thanks to their low alcohol and calorie content, and gluten-free nature. With over 80 brands including big players like AB InBev and newcomers like Coca-Cola, sales have soared to $1.3 billion. White Claw is the leading brand.
In France, American brands like Snowmelt, the French mineral water group Ogeu with the Alqua brand, and French start-ups like Natz and FeFe have entered the market.
The French market for "hard seltzers" represents around 1% of the total alcoholic beverage market.
French craft producers position themselves with products labelled "organic" and "natural"
Pioneers and new entrants to the hard seltzerl"
- - White Claw: dominating the American market
- - Bon & Viv joined the AB InBev portfolio
- - Coca-Cola to enter the sector in 2021
- - Natz and feFe two French start-ups
- - snowmelt: An American brand present in France
- - Groupe Ogeu and its Alqua brand
to understand this market
Detailed content of our market study
Inforamtion
- Number of pages : ~ 40 pages
- Format : Digital and PDF versions
- Last update :
Summary and extracts
1 Market overview
1.1 Definition and scope of the study
Hard seltzers are alcoholic and flavored carbonated waters, often sold in cans, which have been very successful in the United States since their creation in 2013. They are characterized by a fairly low alcohol content (between 4 and 6 degrees), a low calorie content and are also "gluten-free".
In 2020, there are no less than 80 brands on the American market, manufactured either by brewers or by specialists in spirits or lemonade. Sales in the US reached 1.3 billion US$ in 2019 - dominated by the brand White Claw - and a very strong growth is expected in the coming years. So much so that the big global groups are increasingly interested in this market - such as AB InBev with the purchase of Bon & Viv in 2016, and Coca-Cola in 2021.
Hard seltzers will arrive in France in 2020 - either directly by American brands such as Snowmelt, or via start-ups - such as Natz or FeFe - who see a high potential market. Forecasts for 2025 expect hard seltzers to represent 1% of the total alcoholic beverage market in France.with prices comparable to high-end beers, French craft producers are banking on "organic" and "natural" labels, especially for flavors.
The French market remains embryonic but attracts a wide variety of players. The French mineral water groupOgeuis preparing to launch a hard seltzer in 2021 with its brandAlqua.
1.2 Marché mondial
Le marché des hard seltzers connait un fort succès, qui promet ce type de boissons à une croissance rapide. Sur la période ****-****, le CAGR devrait s'élever à **,*%. En ****, le marché mondial pourrait s'approcher des ** milliards $US.
Évolution du chiffre d'affaires des hard seltzers Monde, ****-****, milliards $US Source: ...
1.3 Marché national
Le marché français des hard seltzers est tout récent : son lancement date de novembre ****. Les premiers mois, la boisson ne générait que quelques dizaines de milliers d'euros en GMS. Mais entre mars et avril ****, le chiffre d'affaires de ce segment a bondi de ***%.
Évolution du chiffre ...
1.4 Le hard seltzer, une tendance post-Covid
La crise sanitaire et les confinements associés ont renforcé et accéléré certaines tendances déjà balbutiantes. En matière de consommation d'alcool, la crise a révélé différentes attentes : les consommateurs désirent consommer des produits originaux, et vivre une expérience. Cette demande d'une consommation ...
2 Analysis of the demand
2.1 La clientèle cible est jeune et urbaine
La génération des millenials, sensibilisée aux enjeux de santé et cherchant à réduire sa consommation d'alcools forts, est la catégorie d'acheteurs au plus fort potentiel pour la boisson. Ce nouveau produit répond à leurs attentes : moins de calorie, moins de sucre, sans édulcorant et sans gluten, ainsi ...
2.2 Un substitut à la demande de vin et de bière
La consommation d'alcool en France n'a fait que décroître depuis ** ans. Le vin de consommation courante, dont la consommation a été divisé par ** depuis ** ans, a laissé place aux vins plus qualitatifs, consommés de manière moins fréquente. La consommation de bière a beaucoup reculé également, ...
2.3 La tendance des Ready-to-Drink
Aux États-Unis, le segment des hard seltzers accélère le marché des Ready-to-Drink autant qu'il est renforcé par lui. D'ici ****, ce marché pourrait peser plus de ** milliards $US.
Évolution du chiffre d'affaires des RTD Monde, ****-****, milliards $US Source: ****
En effet, deuis quelques années, ce format, associé mentalement ...
3 Market structure
3.1 Un marché fortement concurrentiel dominé par les industriels de la boisson
De nombreux industriels de la boisson, qui possèdent des capacités de financement marketing conséquentes, se sont lancés sur ce segment :
Toutefois, certains ont dû faire marche arrière, devant la forte concurrence sur le secteur. Ainsi, Bacardi-Martini aurait retiré son produit des rayons dès **** [***]
Part de ...
3.2 Procédé de fabrication
Les hard seltzers sont principalement fabriqué par les brasseurs de bière, puisque la première méthode pour en obtenir était similaire à celui de la bière. Depuis, deux méthodes existent :
La méthode de la fermentation, qui est celle de la bière. Le liquide alcoolisé est obtenu ...
3.3 Pénétration de marché
Après l'épreuve de vérité de l'été ****, il est possible de dire que les hard seltzers n'ont pas rencontré le succès escompté sur le marché français. Le taux de pénétration s'élevait à *,*%, pour une moyenne hebdomadaire à *,* litres en hypermarchés, où le nombre de ...
4 Analysis of the offer
4.1 Packaging et prix
Si les goûts varient, la boisson est commercialisée selon un packaging standardisé :
Source: ****
Trois enjeux devraient guider la diversification de l'offre :
Moins de calories ; Moins de sucre ; Moins d'alcool.
Les contenants sont traditionnellement des canettes, plus communes aux États-Unis, mais le format bouteilles en verre séduit également les ...
4.2 Des produits plus faibles en calorie que la bière
Source: ****
4.3 Nouveaux acteurs et diversification de l'offre
Le marché des hard seltzers en France étant tout récent, on observe une quantité importante de marques qui essaient de se faire une place et de conquérir des parts de marché. Les acteurs français ne sont pas en reste, et proposent des produits toujours plus originaux. C'est le ...
5 Regulation
5.1 Encadrement strict de la consommation d'alcool
En tant que boisson alcoolisée, en moyenne à *%, le hard seltzer doit respecter les normes en vigueur régulant la production et la vente d'alcool, et notamment la loi Évin.
Production
L'étiquetage des bouteilles d'alcool est strict et doit obligatoirement comporter les éléments suivants : type de boisson, ingrédients, ...
5.2 Législation "prémix"
Il est encore incertain si les hard seltzers tombent ou non sous la législation prémix (***), mise en place par Roselyne Bachelot lorsqu'elle était ministre de la Santé, et qui a obéré les perspectives de croissance sur ce segment. Il semblerait que les hard seltzers soient considérés ...
6 Positioning of the actors
6.1 Segmentation
- Carrefour Groupe
- Heineken International BV
- Coca-Cola Europacific Partners France CCEP
- Ogeu Groupe
List of charts presented in this market study
- Évolution du chiffre d'affaires des hard seltzers
- Évolution du chiffre d'affaires des hard seltzers
- Évaluation de la dimension urbaine des ventes de hard seltzers
- Part de marché en valeur par marque
- Share of household budget spent on alcoholic beverages
All our studies are available online in PDF format
Take a look at an example of our research on another market!
Latest news
Carrefour has switched to the more dynamic franchising model - 21/02/2024
- - Carrefour has passed the tipping point towards a model based increasingly on franchising.
- - By 2023, half of its sales in France will come from franchised or leased stores.
- - As part of this strategy, Carrefour has added 653 neighbourhood stores by the end of 2023.
- - In 2023, Carrefour recorded sales of €94.13 billion, up 10.4% on the previous year.
- - Carrefour-branded products now account for 36% of food sales, up from 33% in 2022.
- - Carrefour's e-commerce sales volume rose by 26% to 5.3 billion euros (+16% in France).
- - Carrefour plans to acquire 60 Cora hypermarkets and 115 Match supermarkets for a hefty billion euros in 2024.
80 Carrefour hypermarkets operated under franchise or leasing agreements - 14/11/2023
- On October 20, Carrefour announced its intention to switch 37 stores (comprising 15 hypermarkets and 21 supermarkets) to lease management.
- Since 2018, 80 hypermarkets have left integrated status, representing around a third of all hypermarkets.
- Around 75% of supermarkets (784 out of 1038) are currently leased or franchised.
Carrefour to lease out 37 stores - 21/10/2023
- Carrefour plans to lease out 37 new stores in 2022, 16 hypermarkets and 21 supermarkets.
- Around 4,000 employees affected
- The company launched an outsourcing program in 2018.
- The number announced is in line with previous years: 41 stores (including 16 hyper) in 2023, 43 stores (including 16 hyper) in 2022, and 47 stores (including 10 hyper) in 2021.
- Since Alexandre Bompard took over as CEO, 305 stores, including 80 hypermarkets, have been outsourced, affecting more than 23,000 employees.
Food: Carrefour joins forces with seven manufacturers to promote plant-based products - 07/09/2023
- The aim of the international coalition to accelerate sales of plant-based alternatives is to achieve joint sales of 3 billion euros in this niche by 2026.
- Carrefour's share will be 500 million euros, a 60% increase on today's figure.
- Plant-based alternatives represented a market worth 553 million euros in 2022
- Sales of plant-based products are enjoying double-digit growth.
Heineken celebrates 150 years - 28/08/2023
150th anniversary of Heineken
Heineken withdraws permanently from Russia - 28/08/2023
- Heineken, the world's second-largest brewer, sells its Russian assets for a symbolic one euro.
- Heineken suffered a loss of some 300 million euros on the sale.
- The assets include seven local breweries and other activities sold to the Arnest group, Russia's largest manufacturer of cosmetics, household goods and metal packaging.
- Carlsberg has had its Russian operations seized by the authorities, and has therefore not yet left the country.
- The Anheuser-Busch InBev group (Corona, Budweiser, Stella Artois) still owns a stake in a Russian beer manufacturer.
- Russia accounts for only 2% of Heineken's beer sales
- Its Russian company employs 1,800 people
Companies quoted in this study
This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :
Choosing this study means :
Access to more than 35 hours of work
Our studies are the result of over 35 hours of research and analysis. Using our studies allows you to devote more time and added value to your projects.
Benefit from 6 years' experience and over 1,500 industry reports already produced
Our expertise enables us to produce comprehensive studies in all sectors, including niche and emerging markets.
Our know-how and methodology enable us to produce reports that offer unique value for money.
Access to several thousand articles and paid-for data
Businesscoot has access to all the paid economic press as well as exclusive databases to carry out its market research (over 30,000 articles and private sources).
To enhance our research, our analysts also use web indicators (semrush, trends, etc.) to identify market trends and company strategies. (Consult our paying sources)
Guaranteed support after your purchase
A team dedicated to after-sales service, to guarantee you a high level of satisfaction. +44 238 097 0676
A digital format designed for our users
Not only do you have access to a PDF, but also to a digital version designed for our customers. This version gives you access to sources, data in Excel format and graphics. The content of the study can therefore be easily retrieved and adapted for your specific needs.
Our offers :
the hard seltzer market | France
- What are the figures on the size and growth of the market?
- What is driving the growth of the market and its evolution?
- What is the positioning of companies in the value chain?
- Data from several dozen databases
Pack 5 études (-15%) France
- 5 études au prix de 75,6€HT par étude à choisir parmi nos 800 titres sur le catalogue France pendant 12 mois
- Conservez -15% sur les études supplémentaires achetées
- Choisissez le remboursement des crédits non consommés au terme des 12 mois (durée du pack)
Consultez les conditions du pack et de remboursement des crédits non consommés.
Our customer references
They have consulted our studies
Discover the opinions (+500)
Malcolm Vincent
Astoria Finance
Gregoire de Castelnau
Stags Participations
Timothé Huignard
PWC
Paul-Alexis Kebabtchieff
BCG
Aymeric Granet
Publicis Consultant
interviews & case studies
All interviews and case studies (45)
