RTDs was hit hard by closures of on-trade channels and a very weak tourist season in 2020, due to impacts from the COVID-19 pandemic. These negative factors were particularly significant for RTDs, as on-trade channels and tourism are the category’s strongest growth drivers.
Wine-based RTDs was the only sub-category to show positive total volume growth in 2020, which is bolstered by the wine-drinking tradition in the country. Wine-based RTDs has also seen stronger marketing over recent years, helping to raise the profile of such variants.
Pivovarna Laško Union doo maintained its significant lead in RTDs in 2020, with only fragmented and small shares scattered amongst a small number of other named brands and “others”. The player’s top Laško Malt brand remains unchallenged, with strong distribution through both on-trade and off-trade channels, and benefitting from the popularity and familiarity of the Laško brand in beer.
The on-trade channel is expected to recover by 2022, although the first quarter of 2021 will continue to be affected by foodservice closures, with on-trade still suffering from the financial shock of COVID-19. Within this return to pre-pandemic lifestyles, RTDs is expected to see recovery across the sub-categories which saw declines in 2020.
Health and wellness trends are expected to intensify over the forecast period, with RTD producers seeking to lower the sugar content and add functional properties such as added vitamins, in addition to capitalising in dietary preferences by offering gluten-free and vegan options. These trends follow those seen with craft beers and, to an extent, also reflected in cider/perry.
Another trend in RTDs which is expected to become increasingly popular over the forecast period and has also been reflected in other categories, is that for exotic flavours. Brands which successfully launch or expand their portfolios with attractive and fruity flavour offerings are expected to gain a significant advantage over those which simply offer the traditional tastes.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Slovenia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our RTDs research and analysis database.
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