Executive Summary

Mar 2019
Prolonged and unusually warm summer aids growth of soft drinks

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.

Niche and premium products emerge into mainstream

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.

PepsiCo and Lidl soft drinks gain share

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.

Global beverage trends shape novelty launches

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.

Still natural mineral bottled water to record strong growth over forecast period

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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Soft Drinks in Lithuania

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Overview

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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Soft Drinks industry in Lithuania, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Lithuania for free:

The Soft Drinks in Lithuania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Soft Drinks in Lithuania?
  • What are the major brands in Lithuania?
  • What potential exists for multinational vs. local soft drinks companies looking to increase market share?
  • How have changing social attitudes affected soft drink sales?
  • How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Soft Drinks in Lithuania

EXECUTIVE SUMMARY

Prolonged and unusually warm summer aids growth of soft drinks
Niche and premium products emerge into mainstream
PepsiCo and Lidl soft drinks gain share
Global beverage trends shape novelty launches
Still natural mineral bottled water to record strong growth over forecast period

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Bottled Water in Lithuania

HEADLINES

PROSPECTS

Warm weather and active lifestyles support bottled water sales
Still bottled water assortment expands catering to growing demand
Functional water is expected to overtake flavoured water in popularity

COMPETITIVE LANDSCAPE

Neptunas retains leadership due to investments in production
Lidl private label bottled water strengthens share and sales
Borjomi introduces mineral water in small metal cans

CATEGORY DATA

Table 33 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 34 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Lithuania

HEADLINES

PROSPECTS

Health concerns are expected to curb growth of carbonates
Craft adult carbonates gaining in popularity
Discounters and convenience stores contribute to carbonate sales

COMPETITIVE LANDSCAPE

PepsiCo brands report impressive growth in 2018 due to successful marketing
Lidl expands assortment of private label carbonates
Smaller brands struggle to compete with leaders

CATEGORY DATA

Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 49 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 50 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2013-2018
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2013-2018
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2018-2023
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Lithuania

HEADLINES

PROSPECTS

Development is limited with growth coming from liquid concentrates
Modern retailers focus on liquid concentrates with powders becoming more niche
Water enhancers remain a novelty in Lithuania

COMPETITIVE LANDSCAPE

Rimi Lietuva expands liquid concentrates private label portfolio
Healthy choice syrups offer natural liquid concentrates derived from fruits and berries
Hybrid liquid teas are popular during colder months

CATEGORY DATA

Concentrates Conversions
Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 66 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Lithuania

HEADLINES

PROSPECTS

Positive economic outlook supports strengthening sales for energy drinks
Sports and entertainment events drive energy drinks
Big global brands responsible for overall category growth

COMPETITIVE LANDSCAPE

Red Bull continues to support major music and sports events in Lithuania
Oshee introduces O by Oshee energy drinks with kombucha to Lithuania
Alternative energy drinks create competition for strictly regulated traditional offer

CATEGORY DATA

Table 81 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 82 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 83 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 84 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 85 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 86 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 87 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 88 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 89 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 90 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 91 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 92 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Lithuania

HEADLINES

PROSPECTS

Chilled juice and smoothies rapidly gaining in popularity
Not from concentrate 100% juice still lacks consumer awareness
Juice bars are in high demand

COMPETITIVE LANDSCAPE

Lidl expands chilled juice range
100% juice joins Cido brand family
Excess orchard harvest increases competition for branded juice

CATEGORY DATA

Table 93 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 94 Off-trade Sales of Juice by Category: Value 2013-2018
Table 95 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 96 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 97 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 98 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 99 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 100 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 101 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 102 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 103 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 104 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Lithuania

HEADLINES

PROSPECTS

RTD coffee gains visibility with increasing promotional discounts and activity on social media
Prolonged warm season provides strong impetus for RTD iced coffee sales growth
Coffee shop culture creates a demand for RTD coffee

COMPETITIVE LANDSCAPE

Paulig RTD coffee enters Lithuania
Landessa extends product line and introduces novelties
RTD coffee is underdeveloped in modern grocery retailers

CATEGORY DATA

Table 105 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 106 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 107 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 108 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 109 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 110 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 111 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 112 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 113 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 114 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 115 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 116 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Lithuania

HEADLINES

PROSPECTS

RTD tea is set to marginally recover after major brand shift
Concerns over sugar intake are set to hinder RTD tea’s growth
Carbonated RTD tea is attracting attention

COMPETITIVE LANDSCAPE

Fuze Tea becomes new leader of RTD tea
Nestea drops from leading brand to second rank
Lidl private label ice tea proves successful

CATEGORY DATA

Table 117 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 118 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 119 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 120 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Lithuania

HEADLINES

PROSPECTS

Active lifestyles drive demand for sports drinks
Hot summer weather contributes to performance of sports drinks
RTD sports drinks face strong competition from sports nutrition concentrates

COMPETITIVE LANDSCAPE

Oshee becomes sponsor of football club Suduva
Isostar focuses on isotonic drink powders and effervescent tablets
Nutrend sports nutrition brand emerges in Lithuania

CATEGORY DATA

Table 129 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 130 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 131 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 132 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 133 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 134 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 135 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 136 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 137 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 138 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 139 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 140 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023