Bottled Water in Lithuania

PROSPECTS

Warm weather and active lifestyles support bottled water sales

After low off-trade volume growth for bottled water in 2017, sales rebounded due to an exceptionally warm spring and summer season in 2018. Bottled water started to increase in volume terms as early as May 2018.

Still bottled water assortment expands catering to growing demand

Carbonated bottled water remained more popular compared to the still format, although over the forecast period, still bottled water is expected to become the dominant bottled water type. Natural mineral bottled water was previously most commonly sold in carbonated form but with introduction of an increasing number of still natural mineral water options, it allowed the category to expand.

Functional water is expected to overtake flavoured water in popularity

Although flavoured water entered Lithuania prior to the review period, it remained underdeveloped compared to Western Europe and North America. As brands such as La Croix and Bubbly have exponentially grown and gained a presence worldwide, Lithuania remains stagnant with only Vichy being more active.

COMPETITIVE LANDSCAPE

Neptunas retains leadership due to investments in production

After production difficulties hindered the performance of Neptunas in 2016, the brand returned to growth. New global brand owner The Coca-Cola Co, invested EUR1.

Lidl private label bottled water strengthens share and sales

Retailer Lidl has been known for its bottled water before it entered Lithuania. Lidl private label water is known for offering a good-quality and affordable alternative to branded bottled water.

Borjomi introduces mineral water in small metal cans

For a long time, Georgian mineral water Borjomi was sold in glass or PET bottles but following global packaging tendencies, Borjomi launched carbonated mineral water in aluminium cans. The new product comes in a 330ml size, which is suitable for active consumers who want to opt for a healthier beverage and carry it in a small bag or purse.

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