RTDs tends to be mainly comprised of sweet flavours which appeal to younger adults, but players have seen a gradual shift in demand in line with global trends whereby RTDs is expanding in terms of offering a greater variety of dry options such as hard seltzers or “hard soda”. Demand for hard seltzers is growing fast, but it is not seeing the boom like in certain other international markets like the US.
RTDs became increasingly consolidated in 2021, as leading player Krönleins Bryggeri AB gained notable total volume share from its closest competitors Galatea Spirits and Carlsberg Sverige AB, among others. While the category has a strong presence of foreign global brand owners and their extensions, Swedish player Krönleins Bryggeri has been able to work its way up the rankings and record impressive growth due to the popularity of its wine-based RTDs brand Halmstad Crush.
On-trade sales saw a strong recovery in 2021 as consumer confidence started to return and encouraged more people return to bars and restaurants. RTDs are often enjoyed socially and therefore with life slowly returning towards normalcy this boosted on-trade sales.
One big positive for off-trade sales of RTDs in Sweden was the full lifting of border restrictions as from 1 April 2022, with Norwegians able to resume cross-border trade with Sweden without the need for a vaccine certificate or negative COVID-19 test result. The Christmas party season also offers greater potential for a recovery later in the year.
RTDs offers further potential for expansion and growth in Sweden due to a general shifting in consumer habits towards lower ABV beverages, particularly amongst younger adults. New product launches could focus on the concept of hard seltzers offering exciting flavour profiles, while supporting the trend for options with a healthier positioning.
Premiumisation is likely to be a growing trend going forward. Consumers will likely demand not only a low-calorie drink (currently a key sales driver) but also a higher quality product and more of an experience, such as new and exotic flavours and ingredients.
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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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