In 2020, RTDs were the most resilient and best performing alcoholic drinks in Costa Rica during the pandemic. This is largely thanks to the category’s strong association with off-trade consumption (and lesser dependence on on-trade).
The development of hard seltzers within RTDs gained additional momentum during 2020, pushed by new at-home consumption occasions. Many consumers became more health conscious due to the pandemic, leading to greater moderation in terms of calories and alcohol intake.
The increased demand for at-home convenient consumption has also increased other types of RTDs proposals. For example, FANAL has continued to gain momentum with its stronger RTDs mixes based on its popular and affordable spirit brand Guaro Cacique.
Given that RTDs are cheaper on-trade and that financial concerns are expected to continue as the economy takes time to recover from COVID-19, pricing is expected to remain the main driver of RTDs purchases over the forecast period. Strong discounts and promotional activities are anticipated for this category, which will be mostly driven by multi-pack deals and direct products imports by major modern grocery retailers.
Besides affordability, the development of added-value proposals is expected to drive current value growth for this category by 2025. Such development are likely to be based on the health claims associated with more natural ingredients and certified organic alternatives.
New products developments are anticipated to make more intensive use of online content and social media platforms to promote their new launches and brands extensions over the forecast period. This is largely due to their targeted audience of younger millennial, who use these platforms more than the older generation.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Costa Rica 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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