Soft Drinks in Lithuania
Euromonitor International's Soft Drinks in Lithuania market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 146 | Publication date: Apr 2009
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Executive summary
Growth of soft drinks slows
In 2008 the soft drinks market in Lithuania continued to see positive development in both volume and value terms. Growth was boosted by the good performance of bottled water, fruit/vegetable juice and RTD tea. However, the growth rates were lower than the review period averages, as in previous years consumers’ disposable incomes were rising more rapidly, boosting soft drinks consumption. In second part of 2008 Lithuania’s economy plunged, which negatively affected whole soft drinks market. The growth of one of the largest product types – carbonates – was affected by increasing health trends. Relatively young products such as functional drinks and RTD tea pushed volume growth, while increasing consumption of better quality products boosted value sales.
Health and wellness trend impacts majority of products
The health and wellness trend is growing stronger in Lithuania, notably affecting sales of the majority of soft drinks. Companies increasing promotion of healthier/natural products e.g. sugar-free. Additionally consumers getting more aware of adverse impact of carbonated soft drinks. Due to their increased purchasing power see over the review period, consumers are able to opt for healthier and more natural products. The growth of carbonates, which are perceived as one of the unhealthiest soft drink types, slowed down as an increasing number of consumers switched to bottled water, RTD tea and fruit/vegetable juice.
Competition between domestic and multinational companies remains tough
Domestic companies successfully compete with multinationals in the Lithuanian soft drinks market. Brands produced by domestic manufacturers or local subsidiaries of multinational players have strong established positions in the largest product types of bottled water, carbonates and fruit/vegetable juice. Generally, multinational companies offer more innovative, higher quality products supported by strong marketing campaigns. Their domestic counterparts benefit from consumer loyalty towards local products, and try to compete with more natural offerings at very competitive prices. This is because the majority of them do not have strong financial capabilities for investment in innovation and major advertising campaigns.
Economical problems started slowly impact on soft drinks distribution
Off-trade channels continued to increase their distribution share of soft drinks and now hold clear dominant positions. The supermarkets/hypermarkets channel continued to lead soft drinks distribution in 2008. The distribution share of this channel increased rapidly, in line with expanding retail chains and changing shopping habits among Lithuanians. Independent small grocers also held significant shares of soft drinks distribution, but their share was declining due competition from large chained retailers and convenience stores. Sales via on-trade establishments were rising less rapidly than off-trade sales, as consumer patronage of on-trade channels decreased due continuous high inflation, which reduced purchasing power for many.
Health trend and economic problems impact future performance potential
Country’s economical crisis, diminishing wages and increasing unemployment will significantly decrease consumers spending power in the first part of forecast period. This expected to slow down consumption of the majority of soft drinks in Lithuania, such as fruit/vegetable juice, carbonates and RTD tea. This trend is expected to diminish by the second half of forecast period, leaving reflection of slower growth on overall soft drinks in terms of volume and value. Another important impact of the health and wellness trend will be continuously changing consumer consumption habits. This will draw consumer attention from carbonates towards products perceived as particularly healthy, such as bottled water, fruit/vegetable juice and RTD tea. Accelerating lifestyles will maintain demand for functional drinks, which offer added value and energy boost.
Table of contents
SOFT DRINKS IN LITHUANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth of soft drinks slows
Health and wellness trend impacts majority of products
Competition between domestic and multinational companies remains tough
Economical problems started slowly impact on soft drinks distribution
Health trend and economic problems impact future performance potential
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 On-trade Sales of Soft Drinks (as sold) by Region: Volume 2003-2008
Table 14 On-trade Sales of Soft Drinks (as sold) by Region: % Volume Growth 2003-2008
Table 15 Company Shares of Soft Drinks (RTD) by Total Volume 2004-2008
Table 16 Brand Shares of Soft Drinks (RTD) by Total Volume 2005-2008
Table 17 Company Shares of On-trade Soft Drinks (RTD) by Volume 2004-2008
Table 18 Brand Shares of On-trade Soft Drinks (RTD) by Volume 2005-2008
Table 19 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 20 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 21 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 22 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 23 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 24 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 25 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 26 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 31 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 32 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 33 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 34 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Fountain Sales
Trends
SECTOR DATA
Table 35 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 36 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 37 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 38 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 39 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 40 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 41 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 42 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 43 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 44 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
CARBONATES IN LITHUANIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 45 Low Calorie Carbonates by Niche
Table 46 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 47 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 48 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 49 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 50 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 51 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 52 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 53 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 54 Leading Flavours for Cola Carbonates: % Volume Breakdown 2003-2008
Table 55 Leading Flavours for Non-cola Carbonates: % Volume Breakdown 2003-2008
Table 56 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 57 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 58 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 59 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 60 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 61 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 62 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 63 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN LITHUANIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 64 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 65 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 66 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 67 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 68 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 69 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 70 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 71 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 72 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 73 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 74 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 75 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 76 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 77 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 78 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 79 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 80 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN LITHUANIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 81 Sales of Bottled Water to Institutional Channel 2003-2008
SECTOR DATA
Table 82 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 83 Off-trade Sales of Bottled Water: Value 2003-2008
Table 84 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 85 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 86 Leading Flavours for Flavoured Bottled Water: % Volume Breakdown 2003-2008
Table 87 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 88 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 89 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 90 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 91 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 92 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 93 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 94 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN LITHUANIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 95 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 96 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 97 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 98 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 99 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 100 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 101 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 102 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 103 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 104 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 105 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 106 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN LITHUANIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR APPENDIX
Concentrates Conversions
Table 107 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 108 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 109 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 110 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 111 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 112 Leading Flavours for Liquid Concentrates: % Volume Breakdown 2003-2008
Table 113 Leading Flavours for Powder Concentrates: % Volume Breakdown 2003-2008
Table 114 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 115 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 116 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 117 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 118 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 119 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN LITHUANIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 120 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 121 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 122 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 123 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 124 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 125 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 126 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 127 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 128 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 129 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 130 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 131 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 132 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN LITHUANIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 133 Leading Flavours for RTD Coffee: % Volume Breakdown 2003-2008
Table 134 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 135 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 136 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 137 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 138 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 139 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013
BIRŠTONO MINERALINIAI VANDENYS IR KO UAB
Strategic Direction
KEY FACTS
Summary 2 Birštono Mineraliniai Vandenys ir Ko UAB: Key Facts
Summary 3 Birštono Mineraliniai Vandenys ir Ko UAB: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Birštono Mineraliniai Vandenys ir Ko UAB: Competitive Position 2008
DRUSKININKU RASA UAB
Strategic Direction
KEY FACTS
Summary 5 Druskininku Rasa UAB: Key Facts
Summary 6 Druskininku Rasa UAB: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 Druskininku Rasa UAB: Competitive Position 2008