Soft drinks experienced a significant boost during 2018 as the summer season started early and progressed well into the autumn months. Bottled water sales benefitted the most as consumers opted for a healthier and more refreshing beverage compared to sweetened carbonates.
A positive economic outlook encouraged consumers to indulge more often in increasingly niche and exclusive products that emerged from foodservice or specialist stores and transitioned to modern retail. Craft lemonade, carbonated RTD tea and fresh 100% juice, although low in volume, gained a presence, becoming increasingly visible on shelves and in media outlets as the younger generation of consumers looked for new experiences.
2018 was outstandingly successful for PepsiCo Inc’s brands in Lithuania. After Kalnapilio-Tauro Grupe UAB took over PepsiCo’s local distribution and marketing rights, sales have drastically improved supported by more active advertising campaigns in addition to well curated promotions through both off-trade and on-trade channels.
The biggest new product launch came from Coca-Cola with Fuze Tea (RTD tea), which was introduced as an alternative to Nestea after Nestlé SA and Coca-Cola dissolved their mutual production contract. Although Fuze Tea was unable to capture full sales potential within its initial year of launching, the brand shows high potential for further growth in the upcoming years.
Overall soft drinks is expected to post healthy growth over the forecast period, mostly driven by the positive economic forecast and consumers’ higher disposable incomes. However, healthy and active lifestyles will have a significant impact on shaping soft drinks’ distribution.
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Discover the latest market trends and uncover sources of future market growth for the Soft Drinks industry in Lithuania with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.