Eastern Europe

Reduced sugar still RTD tea continued to post the fastest off-trade volume and current value growth in 2023. This trend mirrored the changes in consumer preferences, as more individuals looked for healthier beverages as part of wider healthier…

RTD tea is not considered an essential item in Latvia, and as such, during economic uncertainty, RTD tea is often cut from consumers' budgets. RTD tea is mainly consumed on the go, and the outbreak of COVID-19 and lockdowns proved negative for retail…

In 2023, RTD teas saw growth in both retail volume and current value terms. Sophisticated flavour combinations are contributing to the growth of the category, with consumers seeking out special teas, including exotic flavours like passion fruit from…

Energy drinks, led by the reduced sugar format, posted double-digit off-trade volume growth in 2023, while most other categories saw moderates increases. The exceptions were RTD tea and juice, which registered small decreases in retail volume sales…

Due to rising inflation and economic uncertainty in Latvia, off-trade volume sales of soft drinks declined in 2023. With rising prices, disposable incomes were reduced, leading many to adapt their buying habits, reducing purchases of non-essential…

Soft drinks witnessed steady volume growth in 2023 with progress reported in both the off-trade and on-trade. Horeca establishments are now trading as normal in Slovenia and this is enabling on-trade volume sales to make a further recovery with…

In 2023, albeit from a relatively low base, sports drinks in Estonia experienced healthy growth in retail volume terms and fast growth in retail current value terms. The development and growth of the category was primarily driven by the increasing…

Sales of sports drinks in Latvia grew well for the second consecutive year in a row, with off-trade volume sales recording positive growth. Sports drinks are an emerging category in Latvia, and the health and wellness trend is bolstering sales as…

The sport drinks category is growing well in Slovenia, due to the growing importance of sports and fitness activities in Slovenia. Many individuals are now focused on being active while being more educated on the benefits that sports drinks offer.…

Fresh coffee recorded the fastest volume and value growth in 2023 due to the rising demand for natural products. As coffee is the most popular hot drink in Estonia and thanks to the growing emphasis on healthy living, Estonians are willing to pay…

Retail volume sales of coffee saw a stagnant performance in 2023, as the high cost of living affected consumer purchasing behaviour. Forced to spend more on utilities and food, Latvians shifted away towards more affordable products. The market also…

Retail volume sales of coffee in Lithuania declined in 2023 for the third consecutive year. While the landscape is saturated, economic uncertainty hindered volume sales, as rising price sensitivity and ongoing inflation reduced disposable incomes. In…

In 2023, coffee achieved very strong off-trade value growth. Whilst retail volume growth was moderate, significant unit price increases across all coffee categories, including the largest ones such as standard fresh ground coffee, led to a…

Hot drinks in Estonia increased in both value and volume terms in 2023 due to the growing emphasis on healthy living, which has encouraged consumers to opt for beverages that not only satisfy their thirst but also contribute to their overall…

Retail volume sales of hot drinks in Latvia saw a static performance in 2023, as the high rate of inflation weighed heavily on consumer spending. With consumers forced to spend more on utilities and food, they shifted away from premium brands and…

In 2023, while retail value growth was positive in hot drinks, boosted by high price points, retail volume declined for the third consecutive year. Economic uncertainty continued to shape purchasing decisions, with consumers readjusting their budgets…

Hot drinks achieved minimal retail volume growth and strong retail value growth in 2023 amidst rising unit prices and the broader impact of inflation. The recovery of hot drinks sales through foodservice continued during the year and the channel…

Other plant-based hot drinks showed the fastest volume and value growth in other drinks in 2023. As more Estonians adopt vegetarian, vegan, or plant-based diets due to environmental concerns or dairy allergy/intolerance, the demand for alternatives…

Other hot drinks retained a relatively niche presence in Lativa in 2023, with little interest on the part of consumers and retailers. Other plant-based hot drinks led retail volume and value sales, due to the popularity of barley-and chicory-based…

Other hot drinks registered positive retail volume growth in 2023, unlike tea and coffee. After a small decline in 2020, demand for other hot drinks has recovered, with positive volume growth recorded from 2021. Children returning to school has…