Off-trade volume sales of RTDs are set to see moderate growth over the forecast period, propelled by the continuation of the low-ABV trend. Sales will also be driven by the full lifting of border restrictions with Norway, as of 1 April 2022, while the revival of festive events, such as Christmas parties, also offers potential for growth during the coming years.
As in 2022, non-alcoholic RTDs are set to see the most dynamic performance, thanks to a general shifting in consumer habits towards lower ABV beverages, particularly amongst younger adults. Wine-based RTDs will also see healthy, albeit slower growth, backed by ongoing product innovation.
Demand for hard seltzers is growing fast in Sweden, alongside a growing interest in low-alcohol beverages among younger consumers. While these products have not yet experienced the boom seen in certain other international markets, such as the US, there is an ever-increasing number of players in the market, such as Irish-based brand White Claw, which launched hard seltzers in Black Cherry, Natural Lime, and Raspberry flavours in Sweden in 2021.
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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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