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Learn moreJun 2018
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RTDs has suffered accelerating decline since 2014, having reached saturation and maturity, and is being cannibalised by other light alcoholic drinks, such as cider, wine or beer with added flavours. The health trend conflicts with the perception of RTDs as beverages with a high content of artificial ingredients and sugar.
In theory, there is still potential in underdeveloped wine-based RTDs and other RTDs on a per capita basis. However, given the investments needed to create a relevant product and brand awareness, hardly any producer will make a serious attempt to launch such innovation.
RTDs are also subject to the same challenges as the rest of alcoholic drinks categories – border trade and dropping tourist rates. Another trend that will be noticeable over a longer period is the drastically decreasing number of consumers aged 20-25.
Saku Õlletehase AS and A Le Coq AS lead sales in all light beverages. In small Estonian alcoholic drinks, bigger manufacturers are unlikely to give up their positions.
Decline rates in off-trade and on-trade channels is very close. The horeca channels are looking for exclusivity in their alcohol menus and RTDs are frequently replaced with premium or craft heritage beverages.
Minimal new developments are observed to be small batches or limited editions, as manufacturers test the market. All new launches stick within the frame of oversaturated spirit-based RTDs and exploit flavour extension variety.
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Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Estonia with research from Euromonitor's team of in-country analysts.
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 RTDs/High-Strength Premixes industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.
The RTDs/High-Strength Premixes in Estonia market research report includes:
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This industry report originates from Passport, our Alcoholic Drinks market research database.
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.