Executive Summary

Jul 2019
PROSPECTS
Dry cider prevails over sweet cider

Previously popular sweet cider types have started losing their popularity due to increased excise taxes. The most popular brands were in the economy price segment, but higher retail prices owing to the greater excise taxes have deterred price-sensitive consumers from buying them.

Non-alcoholic cider limits the overall category’s decline

Previously, non-alcoholic ciders were almost non-existent in the Lithuanian market, but at the beginning of 2018 sales started booming. Healthier living standards and responsible drinking combined with promotion limitation incentivised the emergence of alcohol-free cider.

Craft-style cider is on the rise

Similar to the beer category, cider is also moving towards craft-style beverage production. Premiumisation and a preference for dry drinks have pushed major beer players to also focus on craft-style ciders.

COMPETITIVE LANDSCAPE
Flavoured beers – direct competition for cider

Lithuanians’ taste for sweet alcoholic beverages has subsided, creating a market for less sweet ciders and at the same time creating a large market for flavoured beers. Fruity-tasting radlers and flavoured wheat beers have created significant competition for ciders as they fall right in between hoppy beer and sweet cider taste profiles.

Fizz and Kiss ciders continue to decline

Fizz by Volfas Engelman UAB and Kiss by Svyturys Utenos Alus UAB were historically the strongest cider brands in Lithuania. However, due to growing interest in premium brands, increased excise taxes and sophisticated cider variations appearing in the market, they have continued to decline.

Somersby’s portfolio expands to attract a broader audience

In spring of 2018, Svyturys Utenos brewery introduced an extension of its most successful cider brand Somersby. Inspired by the increasing popularity of sparkling wine, Somersby Orchard selection was introduced.

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Cider/Perry in Lithuania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Lithuania with research from Euromonitor's team of in-country analysts.

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Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cider/Perry industry in Lithuania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry in Lithuania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Cider/Perry in Lithuania?
  • What are the major brands in Lithuania?
  • Is premiumisation expected to continue to be an important driver in cider?
  • Who are the key consumers of cider: men, women, younger or older consumers?
  • Where is cider mainly consumed- at home or away from home?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Cider/Perry in Lithuania - Category analysis

HEADLINES

PROSPECTS

Dry cider prevails over sweet cider
Non-alcoholic cider limits the overall category’s decline
Craft-style cider is on the rise

COMPETITIVE LANDSCAPE

Flavoured beers – direct competition for cider
Fizz and Kiss ciders continue to decline
Somersby’s portfolio expands to attract a broader audience

CATEGORY DATA

Table 1 Sales of Cider/Perry: Total Volume 2013-2018
Table 2 Sales of Cider/Perry: Total Value 2013-2018
Table 3 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 4 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 5 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 10 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 12 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 13 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 14 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Alcoholic Drinks in Lithuania - Industry Overview

EXECUTIVE SUMMARY

Legislative restrictions hamper alcoholic drinks
Health becomes the primary concern among Lithuanian consumers
Prolonged summer period partially offsets retail sales restrictions
Ban on advertisement changes how players reach consumers
Specialist stores gain competitive advantage

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018 (EUR)

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty-free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 16 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 17 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 18 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 25 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 26 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 27 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 28 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources