Total volume sales of RTDs declined steeply during 2020. Indeed, the category saw the largest decrease in total volume growth of all alcoholic drinks during the year.
Mandatory closures of restaurants, discos, bars and restaurants, in addition to social distancing restrictions in the second half of 2020 had a severe impact on alcoholic drinks’ total volume sales, but especially on the consumption of RTDs. On-trade volume sales of RTDs accounts for more than one third of total volume sales and a much higher share of industry revenue.
Cepas Argentinas SA continued to lead RTDs in total volume terms in 2020 although the company lost volume share during the year. The company’s leading position was aided by Cervecería y Maltería Quilmes SA’s withdrawal from the landscape in June 2017.
RTDs is expected to see healthy growth in volume sales from 2022 with the total volume forecast CAGR likely to be much higher than that of the review period. Argentina will face a tough economic environment in 2021 due to the dramatic increase in the unemployment rate and lower purchasing power of middle- and low-income consumers as a result.
On-trade sales of RTDs are predicted to be negatively impacted throughout 2021. Even when all on-trade establishments opened across the country in 2020, social distancing restrictions impacted customer numbers allowed within clubs and bars, particularly smaller venues - which suffered as a consequence and is likely to continue doing so in 2021.
Following the outbreak of COVID-19 in 2020, which resulted in a decline for off-trade volume growth of RTDs, off-trade volume growth is expected to remain negative in 2021. This will be impacted by consumers’ growing financial concerns following the outbreak in 2020, and, as a consequence, Argentines are expected to spend less money on RTDs for home consumption.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our RTDs research and analysis database.
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