RTDs is projected to see steady growth in total volume terms over the forecast period with sales likely to be influenced by various factors. On the one hand, a complete return to out-of-home activities is likely to favour on-the-go consumption.
Young consumers are the main target audiences for RTDs due to the strong ties to socialising and nightlife that these products have. Therefore, in order to attract these consumers innovation will remain important, with younger consumers keener to experiment and to try new things.
Growing interest towards hard seltzers, coupled with the strong trend toward naturalness and towards lighter drinking is likely to attract soft drinks producers to tap into this category. However, gaining a wider distribution presence could prove challenging, at least in the short term.
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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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