PROSPECTS AND OPPORTUNITIES
RTDs face limited growth prospects amid strong competition and entrenched consumer habits
The future of RTDs in Lithuania remains uncertain, with limited signs of significant growth potential. The category faces strong competition from both well-established alternatives like beer and wine, as well as home-prepared cocktails, which allow consumers to have greater control over ingredients and quality.
RTDs face uphill battle due to legacy of negative perceptions
The Lithuanian market does not have a strong tradition of RTD consumption. On the contrary, the category continues to suffer from a negative legacy, as it was once dominated by low-cost, high-sugar beverages typically sold in PET bottles - products now seen as unhealthy by today’s more health-conscious consumers.
Innovation in RTDs will likely focus on flavours and packaging
Moving forward, innovation in RTDS is likely to focus on packaging updates, rather than entirely new product types. Previous attempts at innovation, such as the introduction of hard seltzers, have failed to resonate with consumers, due to a lack of understanding about the benefits of such products, while many have found the taste to be unappealing.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTDs industry in Lithuania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The RTDs in Lithuania report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTDs in Lithuania?
- Where is consumer demand for RTDs focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Lithuania?
- How are products distributed in Lithuania?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Rtds in Lithuania - Category analysis
KEY DATA FINDINGS
Stagnant demand for RTDs in 2024
Leaders challenged by growing niche competition
Supermarkets dominate sales, while on-trade continue downward spiral
RTDs face limited growth prospects amid strong competition and entrenched consumer habits
RTDs face uphill battle due to legacy of negative perceptions
Innovation in RTDs will likely focus on flavours and packaging
Alcoholic Drinks in Lithuania - Industry Overview
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our RTDs research and analysis database.
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