A few years ago in Lithuania, cocktails were not of a high quality (containing dyes and various additives) and were considered economy-class drinks. Gradually, the quality of the cocktails has improved, and recently, in order to maintain interest, a lot of new product development is appearing in the RTDs category every year, attracting the attention of consumers.
RTDs are primarily orientated towards off-trade consumption occasions in Lithuania, and producers target a very specific group of economy-segment consumers. Retail sales therefore improved in 2020 as a whole, albeit still declining slightly, thanks to significantly decreased channel availability during the quarantine periods.
As well as the switch from on-trade RTDs consumption, retail sales in the category were boosted by price-sensitive wine consumers looking for cheaper alternatives, in a context of rising unemployment and reduced purchasing power. Indeed, the much smaller category of wine-based RTDs recorded a slightly lower retail decrease than spirit-based RTDs in 2020, with the reverse having taken place in the previous year.
As Lithuania’s lockdown is now being lifted, sales of RTDs in the on-trade sales are beginning to recover again. Growth is expected to be strong in 2021 as 2020 was a major drop for the channel.
The alcoholic drinks market in Lithuania is going through a phase of flavour and concept fusion. The trend on one hand can benefit RTDs and put these drinks in a favourable position for its variety of mixed tastes and ingredients.
Wine-based RTDs will continue to make up a very small portion of total category drinks, but its retail decline in the forecast period will be milder than that of spirit-based RTDs. First of all, there are no new excise duties applied or planned for fermented alcohol categories.
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This report originates from Passport, our RTDs research and analysis database.
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