Hot Drinks in Lithuania

Premiumisation heats up in hot drinks

Premiumisation continues to gather momentum within hot drinks in Lithuania, made all the more important to value sales growth amid sluggish or declining volume sales as the general population decreases. The coffee culture is becoming very dynamic in Lithuania, with increasingly more brands extending their lines and going the premiumisation route.

Rise of the machines as more people invest in fresh coffee at home

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 predicted 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.

Segmentation in tea deepens, while interest in other hot drinks rises

The premium segment is growing noticeably in the challenging retail environment, with major players in the Lithuanian tea category innovating in order to capitalise on consumers’ rising receptiveness to sophisticated offerings. Healthier, functional tea is a key part of the trend and there are signs of this type of tea becoming standard rather than specialised.

Major premium launch L’Or sees instant success – in fresh coffee

When considering 2018-2019, the biggest launch in hot drinks has come from Jacobs Douwe Egberts LT UAB, 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.

Higher-quality hot drinks will continue to gather momentum

In the forecast period, sales of tea are expected to pick up slightly albeit remain in volume decline, while coffee and other hot drinks are likely to perform similarly to how they did in the review period. Positive moods and a 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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