COMPETITIVE LANDSCAPE
Mega Baltic UAB maintains strong leadership with Oshee
Mega Baltic UAB remains the largest player in sports drinks by off-trade volume in Lithuania, driven by the strong performance of its flagship brand, Oshee. Oshee has established itself as the country’s most recognisable and widely consumed sports drink, supported by broad distribution across all major retailers and frequent promotional activity.
Smaller brands gain momentum
Smaller brands grouped under “others” are the best-performing players in sports drinks, albeit from a relatively low base. Their success is driven by growing consumer openness to niche, functional, and differentiated products – such as those offering added vitamins, minerals, or reduced sugar content.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Drinks 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 Sports Drinks 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 Sports Drinks 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 Sports Drinks in Lithuania?
- To what extent are health considerations impacting consumption of Sports Drinks in Lithuania?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Sports Drinks in Lithuania?
- Which are the leading brands in Sports Drinks in Lithuania?
- What potential exists for multinational or domestic soft drinks companies to expand in Lithuania?
- How are products distributed in Sports Drinks in Lithuania?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Sports Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Sports Drinks in Lithuania - Category analysis
KEY DATA FINDINGS
Cold summer weather limits sales
Sports drinks sales remain flat in 2025
Reduced sugar offerings lead growth
Sports drinks poised for steady growth, driven by functional demand
Increased participation from local and regional players
Sugar tax set to raise prices and shift demand towards reduced-sugar offerings
Mega Baltic UAB maintains strong leadership with Oshee
Smaller brands gain momentum
Supermarkets remains leading distribution channel for sports drinks
E-commerce sees fastest growth
Soft Drinks in Lithuania - Industry Overview
Soft drinks under pressure from weather, price pressures and health trends
KEY DATA FINDINGS
Soft drinks volumes decline amid cold summer weather and creeping inflation
Shift towards low sugar options
Energy drinks drives growth
Modest growth despite ongoing challenges
Private label offerings could gain traction
Added-value drinks deliver above-average growth
Birštono Mineraliniai Vandenys and Coca-Cola remain key industry players
Private label fuels growth for Maxima while Red Bull benefits from expansion of energy drinks
Supermarkets remains leading channel
Convenience stores leads growth while e-commerce continues to expand
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Sports Drinks
- Regular Sports Drinks
- Reduced Sugar Sports Drinks
Sports Drinks
The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius. This is the aggregated total of regular and reduced sugar Sports Drinks
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 Sports Drinks research and analysis database.
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