PROSPECTS AND OPPORTUNITIES
Positive outlook, with some protection from inflationary pressures
Volume sales of RTDs are rise in the US over the forecast period. While there are considerable headwinds facing many alcoholic drinks categories relating to consumption reduction, the tempering of aspirational spending, and the likelihood of trade wars disrupting growth segments such as imported beer and spirits, RTDs is largely shielded due to its considerably wider price bands and the inconsequentiality of provenance in all but select spirit-based RTDs.
Significant challenges ahead
For full-strength RTDs, the biggest threat remains the continued channel growth and brand activation of intoxicating hemp-derived cannabinoid beverages into grocery, convenience, and on-trade channels. While many of the consumers purchasing these products are not looking to withdraw from the alcoholic drinks space but instead to diversify their consumption patterns, the high price point of these THC products in combination with the ongoing cost-of-living crisis will mean both value and volume growth are threatened as these types of beverages seek out more space.
Cracking the non alcoholic code
Many manufacturers are trying to crack the code in the non alcoholic RTDs space, in some cases leveraging successes overseas, with some trying to bottle lightning locally. For Molson Coors, attempting to replicate the success of the Australian hit, Naked Life, has been one play for growth, replicating the cocktail hits of the negroni spritz, margarita, and mojito for the US market.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in USA 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 USA, 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 USA 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 USA?
- 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 USA?
- How are products distributed in USA?
- 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 the US - Category analysis
KEY DATA FINDINGS
RTDs bounces back
Mike’s Hard Beverage stays out in front, while EJ Gallo rises to third
Lobbyists make some headway, but specialists still dominate
Positive outlook, with some protection from inflationary pressures
Significant challenges ahead
Cracking the non alcoholic code
Alcoholic Drinks in the US - 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
TAXATION AND DUTY LEVIES
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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