The hard seltzer market - France

Since their inception in 2013, hard seltzers have gained immense popularity in the United States, characterized by their low alcohol content and calorie count, and gluten-free nature. With over 80 brands in the market by 2020, including big players like AB InBev and newcomers like Coca-Cola, sales soared to $1.3 billion. The market dominance by brands such as White Claw signals a robust growth trajectory. In 2020, the trend spread to France, with market entry by both American brands such as Snowmelt and French startups like Natz and FeFe. French craft producers are differentiating their products with "organic" and "natural" labels to appeal to quality-conscious consumers. The French market, while still in nascent stages, is poised for growth with initiatives like the French mineral water group Ogeu launching its Alqua brand hard seltzer in 2021.

Emerging Trends in the French Hard Seltzer Market

The demand for hard seltzers in France is beginning to take shape, following the remarkable success of these products in the United States. Since their inception, hard seltzers have won the hearts of American consumers, characterized by their relatively low alcohol content of between 4 and 6 degrees, low-calorie count, and gluten-free nature. In the French market, the demand for hard seltzers appears to be blooming, with tendencies towards American-style beverages but with a distinctly French twist.

Brands like Snowmelt have made their way overseas to France, while local start-ups such as Natz and FeFe are aiming to capitalize on what they see as a market ripe with potential.  Major global beverage groups such as AB InBev and Coca-Cola have already thrown their hats into the ring, suggesting a keen interest in the French market and the hard seltzer segment as a whole.

On the horizon for the French market is the entry of hard seltzer products by the domestic mineral water company Ogeu under its brand Alqua, slated for launch in 2021. This move underscores the growing appetite among traditional beverage companies to dive into this trending category. Despite being at its nascent stage, the French market for hard seltzers is predicted to capture around 1% of the total alcoholic beverage market by 2025, signaling a modest but significant growth trajectory.

French craft producers are positioning themselves with products labeled "organic" and "natural," particularly in terms of flavors, aiming to capture a share of the market comparable to high-end beers. In summary, the French hard seltzer market, though still in its early days, is attracting a diverse range of players and is expected to see a notable expansion. With both international and French brands vying for consumers' attention, the stage is set for a broad and dynamic market to unfold in the coming years.

The Pioneers and New Entrants in the Hard Seltzer Market Landscape

The hard seltzer market has seen rapid growth and a diversification of players since its inception. Here are snapshots of the major brands and newcomers that are shaping this beverage segment:

• - White Claw: Dominating the U.S. market with a significant share, White Claw is the flagbearer of hard seltzers’ popularity. Created by Mark Anthony Brands, it has set the benchmark with its variety of flavors and has become synonymous with the category.

• - Bon & Viv : A brand that caught the attention of industry giant AB InBev, Bon & Viv has integrated into the portfolio of a company best known for its beer presence. AB InBev's acquisition exemplifies the beverage behemoth's strategy to capitalize on the booming hard seltzer segment.

• - Coca-Cola : A relative latecomer to the party, Coca-Cola threw its hat into the ring in 2021, signaling the sector's attractiveness even to companies not typically associated with alcoholic beverages.

• - Natz : As an entrepreneurial response to the growing trend, Natz represents the spirit of innovation and adaptability within the French market. As a startup, it seeks to entice consumers with the allure of a new local player in the emerging European hard seltzer landscape.

• - FeFe : Another start-up entering the French market, FeFe is aiming to differentiate itself with an emphasis on "organic" and "natural" ingredients, intending to appeal to consumers seeking more health-conscious alcoholic options.

• -  Snowmelt : An American brand expanding its horizons to the French shores, Snowmelt hopes to export the success it has enjoyed in its home market by tapping into the growing appetite for hard seltzers in Europe.

• - Ogeu Group : The seasoned French mineral water company is preparing to venture into the hard seltzer market with the launch of their brand Alqua. Ogeu's entry illustrates the cross-category interest in hard seltzers, as established non-alcoholic beverage companies aim to diversify their product line-ups.

The market is witnessing a great deal of innovation and a scramble for market share. The incumbents are joined by spirited start-ups and unexpected entrants, all positioning themselves strategically amidst a backdrop of evolving consumer preferences. With targeted offerings that play into the organic and natural trends, players like Natz and FeFe are exemplifying a localized approach to a trend that has swept across the Atlantic. 

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 04/07/2022

Summary and extracts

List of charts

• 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
• Evolution of the consumption of alcoholic beverages
• Évaluation de la pénétration de marché des hard seltzers
• Tendances de la consommation d'alcool post-Covid
• Évolution du chiffre d'affaires des RTD