Retail sales of beer saw a moderate decline in 2021 as customers gradually returned to the reopened on-trade. While on-trade volume sales of beer recorded a double-digit growth rate, this recovery was only partial.
Craft beer is becoming more popular in Lithuania, which has posed competition to large producers. Seeing this trend, large producers have begun investing in their own craft beer.
With consumers showing rising interest in non-alcoholic beer in Lithuania, its production has greatly improved – the taste of non-alcoholic beer has become similar to the taste of regular beer. According to Svyturys Utenos Alus (leader of non-alcoholic beer), producing quality non-alcoholic beer requires both strong knowledge and considerable financial resources, so it is a big challenge for small brewers to produce it.
Retail volume sales of beer are anticipated to record small annual gains in 2023 and over the remainder of the forecast period. Greater growth will be prevented by the influence of the strengthening health and wellness trend, with people trying to consume less and less alcohol.
The search for new flavours and novelties, with quality rather than quantity being sought after, is giving rise to premiumisation in the local market. This has already boosted the growth of some rather small beer categories, for instance stout beer.
Recovery in the on-trade over the forecast period will be aided by the requirement for shorter sales hours in the off-trade, introduced in 2018. The reduction in the window of opportunity to buy a beer from retail will push busy city dwellers to resort to having one at a bar rather than staying in.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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