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: 23 | Publication date: Sep 2006
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Executive summary
Continuing strong demand for soft drinks
The soft drinks market is one of the most dynamic within Lithuanian beverages. Overall, off-trade per capita sales of soft drinks in Lithuania are still far below Western European levels, allowing for further strong growth in 2005. Sales were also supported by the introduction of new flavours, new product types and the wider availability of bottled water, fruit/vegetable juice and functional drinks. The growth in household income as well as active marketing and promotional strategies also helped increase consumer expenditure on soft drinks.
Majority of sales are in bottled water and carbonates
In 2005, Lithuanian people consumed 219 million litres of soft drinks at home, representing a volume sales growth of 13% compared with 2004. Two categories of soft drinks accounted for the bulk of overall off-trade volume sales: bottled water with 48% and carbonates with 33% of the total. Fruit/vegetable juice followed with a 15% share. All soft drinks categories benefited from growing consumer interest in healthy living and increasing levels of sales promotion by manufacturers, respectively. New flavours captured consumer interest and supermarkets/hypermarkets dominated retail distribution.
Slower future growth
Despite the impulses from a healthier life style and strong promotion campaigns, a slower growth in soft drinks is expected over the forecast period compared to the review period. This will largely be due to the reaching of a more mature stage within the three large sectors – carbonates, concentrates and fruit/vegetable juice which are expected to grow in total volume terms at more moderate rates than that achieved between 2000-2005. Most of the dynamism in demand is expected to occur within bottled water and smaller sectors such as RTD coffee, RTD tea and also functional drinks.
One-stop shopping trend boosts supermarkets/hypermarkets share
Supermarkets/hypermarkets dominated retail sales in all soft drinks categories in 2005 – a reflection of the fact that Lithuanian consumers prefer the convenience of purchasing drinks while doing the bulk of their shopping in one place.
Supermarkets/hypermarkets was dominant in all soft drinks categories due to wide product ranges, the popularity of larger packs stocked by these outlets and their ability to offer discounts and special offers to an extent other channels were unable to match. Supermarkets/hypermarkets exerts a huge influence on consumer perceptions and buying habits and is therefore the main channel for the introduction of new products.
As the demand for convenience is growing in Lithuania, vending is likely to gain an increased share between 2005-2010. Vending machines offer the possibility to quickly access products, mainly at frequently visited places, usually 24 hours. Moreover, the German discounter Lidl is expected to enter the domestic market during the forecast period, intensifying the competition in the local fmcg industry as a whole.
Table of contents
SOFT DRINKS IN LITHUANIA : MARKET INSIGHT
1. EXECUTIVE SUMMARY
2. TOTAL SOFT DRINKS SALES
2.1 Market Performance
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2000-2005
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2000-2005
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2000-2005
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2000-2005
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2005
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2005
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2005
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2005
Table 9 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2005-2010
Table 10 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2005-2010
Table 11 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2005-2010
Table 12 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2005-2010
3. OFF-TRADE SOFT DRINKS SALES
3.1 Market Performance
Table 13 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2000-2005
Table 14 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2000-2005
Table 15 Off-trade Sales of Soft Drinks by Sector: Value 2000-2005
Table 16 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2000-2005
3.2 Competitive Environment
Table 17 Company Shares of Off-trade Soft Drinks by Value 2001-2005
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2002-2005
3.3 Leading Company Profile: Coca Cola HBC Lietuva
3.4 Leading Company Profile: Selita ir Ko UAB
3.5 New Product Launches
3.6 Off-Trade Distribution
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2005
3.7 Retailer Activity and Private Label Trends
3.8 Forecast Market Performance
Table 20 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2005-2010
Table 21 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2005-2010
Table 22 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2005-2010
Table 23 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2005-2010
4. DEFINITIONS