In 2021, total volume sales of RTDs continued to decline, both on-trade and off-trade. The ongoing COVID-19 pandemic and related restrictions on on-trade establishments, and the cancellation of open-air events during summer led to a decline in sales of RTDs.
RTDs are strongly seasonal products, mainly consumed in the summer. With many events being cancelled, this had a negative impact on the category.
In 2021, Marie Brizard’s Sobieski Impress remained the leading brand in RTDs in Poland in total volume terms. The brand has a very strong position due to consumer recognition and trust.
RTDs is expected to see continued decline in total volume sales in the forecast period. While the on-trade is set to return to growth in 2022, off-trade sales will continue to decline.
Other RTDs may emerge as a significant category over the forecast period, largely due to the expected wider availability of hard seltzers which appeal to consumers who seek low-calorie RTDs. Although hard seltzer did not gain traction in Poland – for example, Grupa Janton introduced the drink in 2019, but it did not prove to be successful – once the on-trade channel recovers, this could bring greater opportunities for producers to promote such drinks.
Due to rising health awareness, the alcohol-free trend has been spreading across alcoholic drinks categories in recent years, and RTDs is no exception. Non-alcoholic RTDs are starting to appear in the market, and as in most other categories, this is expected to continue in the forecast period, especially in light of the growth of the health trend due to COVID-19.
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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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