RTDs will register healthy on-trade and off-trade volume growth over the forecast period, albeit from a relatively small base. One factor that may hamper the rate of growth, however, is the seasonal aspect of RTDs, which are generally consumed as refreshments in the summer months.
Producers were largely inactive in terms of new product development, distribution and advertising towards the end of the review period. However, increasing consumer awareness and interest will be key over the forecast period and this will require investment in new launches, wider distribution and marketing activity.
If pressures applied by rising global energy prices and supply constraints continue to feed into further price rises over the forecast period, volume demand may suffer. Salaries are not high in North Macedonia and many local consumers will remain sensitive to price rises, and will likely trade down to cheaper alcoholic drinks, since RTDs are considered to be relatively expensive.
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Understand the latest market trends and future growth opportunities for the RTDs industry in North Macedonia 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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