While bottled water had been registering healthy growth over the review period, the pandemic lockdowns in 2020 were bad news. With people spending significant time at home, they drank tap water instead, which is of good quality in Lithuania.
Bottled water continued to be led by Birštono Mineraliniai Vandenys in 2021, which offers a wide brand portfolio including Vytautas, Akvile and Birute, followed by Neptuno Vandenys UAB, which locally distributes leading brand Neptunas and is globally owned by The Coca-Cola Co. The two players combined accounted for nearly half of value share.
There was a spat between Coca-Cola and one of Lithuania’s largest supermarket chains, Maxima, during the summer of 2021, which resulted in the Coca-Cola brand Neptunas in still and carbonated bottled water being withdrawn for about two months. The dispute was in relation to a supplier, with Maxima looking to change to a new supplier, which was offering lower prices.
The outlook is healthy for bottled water over the forecast, with positive constant value and volume growth, as a certain number of consumers opt for bottled water over less healthy carbonates. Still bottled water will continue to the largest product area in terms of value sales, while functional bottled water will register the highest value growth, as consumers look for added health benefits from bottled water.
The largest off-trade volume segment of still natural mineral bottled water is set perform strongly over the forecast period. Since the beginning of 2020, the procedure for testing the quality of natural mineral water has changed, resulting in less rigorous testing than previously required.
Across the forecast period, new product launches are set to be shaped by the health and wellness trend, which saw a boost in interest during 2020, due to the outbreak of COVID-19. As such, players will focus on launching items marketed as healthy, with launches including items with added mineral and vitamins, responding to consumers increased interest in health.
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This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.See All of Our Definitions
This report originates from Passport, our Bottled Water research and analysis database.
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