RTDs are expected to see further strong increases in volume and value sales over the forecast period, due to their rising popularity among younger adults who are shifting away from beer and wine. The major players in these competing categories will respond to the success of RTDs by developing new concepts that meet the needs of younger generations.
Over the forecast period, RTDs will gain the attention of a broader audience beyond young adults. Products such as hard seltzers or other types of RTDs have become so popular with young consumers, there is an expectation older age groups will follow their lead.
Producers of RTDs will continue to monitor trends and developments in soft drinks and will identify the categories with the highest growth potential in order to create new mixes. The most likely candidate for RTD development in the Netherlands is RTD Tea.
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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 definitionsThis report originates from Passport, our RTDs research and analysis database.
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