Although soft drinks overall grew significantly in 2018, concentrates lagged behind. With an increasing number of consumers looking for healthier and more natural soft drinks options such as bottled water or freshly squeezed juice, sweetened drinks were chosen less often.
Modern grocery retailers are moving away from powder drinks as consumers perceive fruit or cola flavoured powdered drinks as artificial both in flavour and colour. Traditional bread and malt-based powder concentrates, iced teas and kisielius, however, remain popular and ensure relative stability in sales.
Globally, water enhancers are a growing trend among people who want to add flavour to water or other drinks without adding extra calories. In Lithuania, water enhancers had only entered specialised sports nutrition stores by the end of the review period but had attracted attention on social media and among fitness enthusiasts.
Rimi Lietuva now has the broadest private label liquid concentrate assortment among Lithuanian retailers offering affordable, mid-range and natural liquid concentrates. Its I Love eco line is one of the best recognised cordials offering a sustainable and natural option to prepare diluted drinks.
In 2018, Sveika Energija UAB, introduced Healthy Choice liquid concentrates, catering to health-conscious consumers. Healthy choice syrups are made only from natural ingredients avoiding artificial flavours, aromas and colourants.
Towards the end of the review period, liquid tea gained in popularity, especially during the colder months. One of the first brands to offer liquid teas to Lithuania was Skanove.
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This industry report originates from Passport, our Soft Drinks market research database.