RTDs was the best performer in 2021, registering healthy volume growth, both in the on- and off-trade. RTDs have long been popular in Finland, with the leading brand, Hartwall Original Long Drink, launched for the 1952 Summer Olympics in Helsinki.
The three large breweries in Finland, Hartwall, Olvi and Sinebrychoff leads in RTDs. All three benefit from their brand and marketing knowledge and wide distribution network.
The launch of hard seltzer brands by both global and local players in Finland in 2021, created a lot of fizz. The global rise in popularity of hard seltzer has been fuelled by a trend toward more health-conscious drinking habits and a preference for low-alcohol beverages, particularly among younger consumers.
RTDs will register a slight increase in volume sales over the forecast period, as consumers continue to switch from other drinks such as cider and higher ABV drinks such as spirits. However, growth will not be as high as over the review period, as a degree of maturity enters into RTDs.
Non-alcoholic RTDs will see further growth over the forecast period, as particularly younger people follow increasingly what is called the sober curious trend, as a further step in health and wellness. Month-long sobriety challenges such as Dry January have encouraged people to re-evaluate their alcohol use and this has fed into increased interest for non-alcoholic RTDs.
Hard seltzers were only introduced in 2021 and are already seeing strong growth rates. This was in spite of limited promotion, due to continuing COVID-19 restrictions.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.See All of Our Definitions
This report originates from Passport, our RTDs research and analysis database.
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