RTDs posted a dramatic drop in on-trade volume sales in 2020. Fear of contracting of COVID-19 and public health restrictions introduced to curb the spread of the virus saw Estonians become much less inclined to frequent bars, restaurants and nightclubs during the year.
Off-trade consumption of RTDs was also subdued by COVID-19 in 2020, with volume growth slowing sharply from 2019. This was partly because the resultant economic shock made many consumers more cautious in their discretionary spending habits.
Spirit-based RTDs remained the dominant product type in Estonia in 2020, with wine-based varieties only accounting for a single-digit share of total volume sales. Despite the challenging trading environment created by COVID-19, the spirit-based category witnessed several new launches during the year, with the development of more innovative and exotic flavours being one of the most visible trends in this regard.
On-trade volume sales of RTDs are expected to rebound quickly in 2021 as Estonians start regularly frequenting bars and nightclubs again in line with the anticipated easing of the COVID-19 pandemic. Economic improvements and the return of inbound tourists should also support a strong recovery in on-trade demand.
Wine-based RTDs looks set to see off-trade volume sales decline throughout the forecast period, and is also projected to post consistently negative results in on-trade volume terms from 2022 onwards. Interest in this category will continue to fall as various types of wines gain popularity in Estonia in line with increasing consumer sophistication and the further development of the local wine-drinking culture.
Maturity and sluggish volume growth prospects are likely to deter new players from entering RTDs over the forecast period. Nonetheless, established manufacturers should continue to update and expand their ranges in an effort to maintain consumer interest in their brands.
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This report originates from Passport, our RTDs research and analysis database.
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