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Soft Drinks in Lithuania

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The emergence of COVID-19 and subsequent lockdown restrictions in Lithuania significantly impacted demand for soft drinks through on-trade as horeca outlets were forced to close until the end of April 2020. However, this did not translate to a greater switch towards home consumption of soft drinks for most categories, with off-trade volume sales experiencing a low decline as consumers prioritised their spending. For instance, the largest off-trade volume category of bottled water struggled to ma...

Euromonitor International's Soft Drinks in Lithuania report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2016-2020), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution, packaging or pricing issues. Forecasts to 2025 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Soft Drinks market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
Product Code: SDLT

TABLE OF CONTENTS

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020 Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020 Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020 Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020 Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025 Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025 Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025 Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025 Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025 Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025 Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025 Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025 Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

KEY DATA FINDINGS

2020 IMPACT

Slowing demand for carbonates with no obvious channel shift towards off-trade due to limited on-trade operations in 2020

Increasing competition from perceived healthier alternatives

Coca-Cola retains dominance of carbonates and ramps up marketing during the summer to support on-trade

RECOVERY AND OPPORTUNITIES

On-trade to recover while strong performances predicted for smaller areas of carbonates

Private label gains further momentum through affordability while improving quality

Rugile has new owner with intentions to refresh brand's image and quality

CATEGORY DATA

Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020 Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020 Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020 Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020 Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020 Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020 Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020 Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020 Table 41 Sales of Carbonates by Total Fountain On-trade: Volume 2015-2020 Table 42 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2015-2020 Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020 Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020 Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020 Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020 Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025 Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025 Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025 Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025 Table 51 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2020-2025 Table 52 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

Pandemic exacerbates declining trend for juice

Single-serve cartons abandoned in favour of bulk packaging for home consumption

Price sensitivity drives greater demand for private label

RECOVERY AND OPPORTUNITIES

Stronger performance for on-trade as restrictions relax but sales remain weak overall

Niche areas of juice to record positive performances within off-trade

E-commerce offers potential for expansion of smaller juice brands

CATEGORY DATA

Table 53 Off-trade Sales of Juice by Category: Volume 2015-2020 Table 54 Off-trade Sales of Juice by Category: Value 2015-2020 Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020 Table 56 Off-trade Sales of Juice by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Off-trade Juice: % Volume 2016-2020 Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020 Table 59 NBO Company Shares of Off-trade Juice: % Value 2016-2020 Table 60 LBN Brand Shares of Off-trade Juice: % Value 2017-2020 Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025 Table 62 Forecast Off-trade Sales of Juice by Category: Value 2020-2025 Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025 Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and price sensitivity reduces demand for bottled water in 2020

Imported bottled water runs risk of rising prices if bottling plants are forced to close again

Leading players gain marginal share but private label is strongest performer

RECOVERY AND OPPORTUNITIES

Rapid rebound for off-trade sales of bottled water in 2021

Simplification of testing standards for natural mineral water could benefit price of local brands

Lidl continues to address environmental concerns

CATEGORY DATA

Table 65 Off-trade Sales of Bottled Water by Category: Volume 2015-2020 Table 66 Off-trade Sales of Bottled Water by Category: Value 2015-2020 Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020 Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020 Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020 Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020 Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020 Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020 Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025 Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025 Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025 Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

Permitted outdoor exercise supports stable demand for niche sports drinks

Greater awareness of benefits of isotonic drinks

Powerade retains leadership in value terms, while Oshee Lemon's affordability supports volume sales

RECOVERY AND OPPORTUNITIES

Strong performance predicted for sports drinks driven by greater awareness and health trends

New Isostar variant could encourage further product development

Specialist stores to be further impacted by ongoing restrictions

CATEGORY DATA

Table 77 Off-trade Sales of Sports Drinks: Volume 2015-2020 Table 78 Off-trade Sales of Sports Drinks: Value 2015-2020 Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020 Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020 Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020 Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020 Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020 Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020 Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025 Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025 Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025 Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

Energy drinks continues to see strong growth through off-trade while on-trade suffers decline due to closure of bars

Home seclusion and positioning beyond on-the-go consumption drives demand for larger packaging formats

Consolidated competitive landscape with Coca-Cola's latest launch making impressive gains

RECOVERY AND OPPORTUNITIES

Forecast period offers further strong off-trade growth potential for energy drinks

Addressing sugar concerns likely to remain area of focus for players

Major retailers likely to expand shelf space for energy drinks in line with increasing demand

CATEGORY DATA

Table 89 Off-trade Sales of Energy Drinks: Volume 2015-2020 Table 90 Off-trade Sales of Energy Drinks: Value 2015-2020 Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020 Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020 Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020 Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020 Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020 Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020 Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025 Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025 Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025 Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

Limited popularity results in declines for concentrates in 2020 with consumers prioritising expenditure

Interest in green tea offers some potential for powder format

Druskininku Rasa retains convincing leadership but private label gains ground

RECOVERY AND OPPORTUNITIES

Marginal improvement but category will struggle to surpass pre-pandemic levels

Organic offers could help support value sales

Category still offers potential for less mainstream products to emerge

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format Table 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020 Table 102 Off-trade Sales of Concentrates by Category: Value 2015-2020 Table 103 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020 Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020 Table 105 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020 Table 106 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020 Table 107 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020 Table 108 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020 Table 109 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020 Table 110 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020 Table 111 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020 Table 112 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020 Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025 Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025 Table 115 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025 Table 116 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

Stable demand for RTD tea in 2020 supported by peak demand during summer season following relaxation of restrictions

Kombucha retains negligible presence following entry

Coca-Cola retains dominance in value terms but private label records stronger growth

RECOVERY AND OPPORTUNITIES

RTD tea offers potential for further expansion over the forecast period

Home-made variants offer competition but younger generations set to drive in terms of impulse purchases

Kombucha to retain negligible presence but likely to attract smaller brands

CATEGORY DATA

Table 117 Off-trade Sales of RTD Tea by Category: Volume 2015-2020 Table 118 Off-trade Sales of RTD Tea by Category: Value 2015-2020 Table 119 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020 Table 120 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020 Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020 Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020 Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020 Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020 Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025 Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025 Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025 Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025

KEY DATA FINDINGS

2020 IMPACT

Slowing demand due to rising price sensitivity although summer is most profitable season for RTD coffee

Greater education and marketing can help expand category

Consolidated competitive landscape but smaller players and private label make gains

RECOVERY AND OPPORTUNITIES

High unit price could deter greater expansion of category

Younger Lithuanians will continue to drive demand and are more open to innovation

Coca-Cola's second attempt at cross-category innovation could be better received

CATEGORY DATA

Table 129 Off-trade Sales of RTD Coffee: Volume 2015-2020 Table 130 Off-trade Sales of RTD Coffee: Value 2015-2020 Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020 Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020 Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020 Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020 Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020 Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020 Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025 Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025 Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025 Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025