The hard seltzer market has grown exponentially since the segment first popped up around 2016. Hard seltzers are viewed as fresh ready-to-drink (RTD) alcohol options with gender-neutral and better-for-you appeal. Pairing low-calorie and low-sugar attributes in a gluten-free, refreshing beverage during the flavored sparkling water boom has caused hard seltzers to become a consumer favorite, particularly with millennials1. These days, the hard seltzers segment is facing saturation, as new formulations and brands continually enter the competition, hoping for a taste of the impressive returns.
To stand out in this effervescent market, manufacturers must differentiate their products, particularly as many hard seltzer consumers are brand loyalists1. There is opportunity, however, as 46% of shoppers are willing to try other brands1. Above all, consumers are seeking hard seltzers that taste great. In fact, 35% of consumers rank flavor as the most important priority when considering hard seltzer purchases2. Second to that is alcohol by volume (ABV) and third is calories per serving2. To capture consumer audiences, developers need to find new ways to build in delicious flavor while ensuring calories are low, all without diluting their offerings.