Hot Drinks in Lithuania

Premiumisation in coffee strengthens throughout all categories

Coffee is becoming very dynamic in Lithuania, with increasingly more brands extending their lines and going the premiumisation route. Origin and exclusive coffees were more prevalent in coffee specialist stores and in on-trade, but in the last few years of the review period the trend transferred into modern trade.

Households invest in coffee machines, supporting coffee sales

Fresh ground coffee is expected to remain the most popular form of coffee due to its versatility; however, in upcoming years the fastest growth and majority of novelties are expected to come from fresh ground coffee beans and fresh ground coffee pods. The Lithuanian economy is on the rise with many consumers having more disposable income and investing in household upgrades such as coffee machines.

High-quality, exclusive and healthier hot drinks are expected to drive sales growth

Many novelties have appeared within hot drinks as consumers are becoming more experimental and look for new flavours they have tried in their travels. At the same time, other consumer groups are looking for healthier alternatives, fortified options or naturally medicinal beverages.

L’Or coffee launches in Lithuanian market

The biggest launch seen in hot drinks came from Jacobs Douwe Egberts (JDE), which introduced a new coffee brand – L’Or coffee. L’Or coffee, produced in France, is marketed as a higher-quality coffee that can be prepared in various ways.

Willingness to indulge will be driving force behind hot drinks category growth

In the forecast period, hot drinks sales are expected to pick up throughout the majority of categories. Positive moods and willingness to spend on experience rather than necessities will increase as consumers have more money to spare for indulgence and leisure.

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