In what is a relatively new product in North Macedonia, RTDs had been consistently registering double-digit volume growth over the review period. The 2020 COVID-19 restrictions halted this growth, with a fall in volume sales.
While there is a thirst for RTDs in North Macedonia, there is limited brand offerings and this is stifling volume growth. Diageo continued to dominate RTDs in 2021, with Smirnoff Ice.
Spirit-based RTDs remained the only segment with key availability and significant sales in 2021. The economic effects of the pandemic reduced the willingness of players to venture into malt-based or wine-based RTDs.
RTDs will register healthy volume growth, though from a relatively small base. One factor that will hamper volume growth is that RTD consumption is seasonal in North Macedonia and is mainly consumed as a refreshing drink during the summer months.
Producers were largely inactive in terms of investment in new product development, distribution and advertising in 2020 and 2021. However, players need to increase consumer awareness and will be required to invest in new launches, wider distribution and marketing to raise awareness.
There are potential headwinds on the horizon. Prices were beginning to creep up in 2021 and if this continues over the forecast period, as pressures such as rising global energy prices and continuing global supply constraints feeds into further price rises, this will dampen volume demand.
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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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