"Carbonates in Lithuania" Published

From: Fast Market Research, Inc.
Published: Wed May 11 2016

Carbonates continued recording healthy gains in Lithuania in 2015. Increasing competition among modern grocery retailers resulted in the further discounting of carbonates, which boosted category volume sales in 2015. Meanwhile, Lithuanians’ improving standard of living saw more people switch to premium products, thus despite ongoing price-based promotions the average unit price was prevented from declining. Sensing the growth in demand aligned with rising interest in non-traditional tastes, manufacturers initiated new product launches and contributed to the successful performance of carbonates, which was one of the fastest growing categories within soft drinks in Lithuania in 2015.

Competitive Landscape

Coca-Cola HBC Lietuva UAB remained the outright leader within carbonates in Lithuania with an off-trade value share of 51%. The company has a wide portfolio of well-known brands that are supported by significant marketing activities. Coca-Cola HBC Lietuva UAB continued to strengthen its position in carbonates by introducing new products and spending on marketing campaigns. In 2014, it offered Coca-Cola bottles and metal beverage cans featuring lyrics of popular songs which, according to company sources, represented a less successful campaign than the initial campaign that featured peoples’ names under the “share a coke” logo. In 2015, the company released the campaign “share a kiss”, marking the 100-year anniversary of the Coca-Cola ‘glass’ bottle; the aim was to demonstrate that one cannot consume Coca-Cola without “kissing” the bottle. As part of the promotion, Vaidas Baumila and Monika Linkyte, two singers who represented Lithuania in Eurovision 2015, were featured with the song “One Kiss”. Also, at the end of 2015, the company invested in a new bottling line, which helped to reduce the weight of the bottle by around 9%; in this turn should reduce the usage of PET by 290 tonnes annually.

Full Report Details at
- http://www.fastmr.com/prod/1133429_carbonates_lithuania.aspx?afid=302

Industry Prospects

Carbonates is expected to continue recording healthy gains over the forecast period, as companies’ investments in new product development, as well as marketing and advertising campaigns, at the end of the review period are set to pay off with consumption levels of carbonates continuing to grow. Growth will be boosted by various promotional campaigns, coupled with increasing disposable incomes, which should see people shift to more expensive products.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Carbonates 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.

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Contact Name: Bill Thompson
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