Lithuania Quarterly Beverage Tracker Report Q3 2013




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Product Synopsis

Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Lithuania beverage market

Introduction and Landscape

Why was the report written?

In the current climate of economic uncertainty and market volatility companies need to know about more than just data. This report provides a complete overview of all commercial beverage consumption trends, latest market developments and an economic mood indicator

What is the current market landscape and what is changing?

The soft drinks market increased by 3% in Q3-13 mostly due to the improved performance of carbonates and energy drinks. These two categories attract consumers with various marketing activities and many price discounts. JNSD grew slightly as well, however consumers were still not willing to spend much on juice or nectars.

What are the key drivers behind recent market changes?

Average weather temperature was higher in July and August in 2013 compared to 2012. At the same time, consumer confidence indicator provided by the European Commission in Q3-13 increased, in July, August and September in 2013 the index was -9, -7, -9 while in 2012 it was -18, -17, -20 respectively.

What makes this report unique and essential to read?

Designed for clients who want to understand the latest trends in the Lithuania beverage industry and want more detail and analysis on this data. Canadean's Lithuania Quarterly Beverage Tracker report is ideal for benchmarking total market vs retail audit data and is an essential tool for keeping up-to-date with the latest industry and market developments

Key Features and Benefits

  • Readers are provided with a summary snap shot table showing category growth in Q32013 vs Q32012, together with 2012 actual volumes, 2013 forecast volumes and projected growth
  • An economic mood indicator, completed by Canadean's local consultant, examines (on a scale of one to five) whether confidence levels in the industry are better or worse than the previous quarter, whether net prices are rising or falling and how Private Label products have performed versus the rest of the market. Selected retail pricing data is given for the most recent quarter and the previous four quarters, enabling analysis of price movements. 
  • Key highlights of the last quarter's commercial beverage performance are identified and the key market drivers examined
  • Volumes for Q32013 vs Q32012, full year 2012, moving annual totals (MAT) and 2013 forecasts are provided for each individual beverage category, together with supporting text on quarterly performance and forecast assumptions. More granular data is provided for the Carbonates category, with data split by regular vs low calorie, and by key flavours. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavour, pack type, pack size, retail price and selected pack shots) and the latest industry news.
  • Focus on Functional Soft Drinks and Healthy Innovation

Key Market Issues

  • Consumers still perceive PL products as low quality preventing the PL market from expanding.
  • As strong beer sales were forbidden from the beginning of 2013, some consumers traded down to strong wine 
  • No product development and no marketing activities contributed to the continuing decline of the squash/syrups category
  • Iced/rtd coffee drinks has lost its appeal to consumers and thus has dropped for several years in a row but the decline is now bottoming out as the category reaches its natural lowest level
  • Consumer prices slightly increased in 2013 and thus consumers moved to smaller packaging resulting in lower total white milk volume

Key Highlights

  • The major reason behind packaged water growth is the higher temperatures during the warm period of a year, and consumers becoming more educated about the health benefits of the category
  • The consumer confidence index is slightly higher this increasing the sales of soft drinks
  • Consumption of hot coffee increased by almost 2% in Q3-13 as prices stabilized
  • Young consumers were attracted by various marketing activities (eg Red Bull promoting various events such as cinemas giving out free drinks to consumers)
  • Hot tea is an inexpensive substitute for other soft drinks