Eastern Europe

RTDs in Estonia is the second largest in the Baltic states after Latvia, with Lithuania showing a different consumption pattern. Sales grew in 2023 as RTDs became a popular choice for consumers seeking a fizzy, low-alcohol alternative to beer or…

In 2023, an increasing number of well-known brands and cocktail mixes supported volume growth for RTDs in Romania. The development of cocktail culture in both the on-trade and home helped to widen the appeal of RTDs. Home consumption of traditional…

In 2023, the frequency of spirits consumption in Croatia saw a notable increase, as social activities both in on-trade and off-trade settings began to resemble pre-pandemic patterns. Retailers observed a heightened demand for spirits, with products…

In 2023, spirits in Estonia experienced a calmer year compared to previous ones. After the fluctuations during the pandemic, sales of spirits demonstrated a more stagnant performance. The product area took a breather, stabilising after the volatility…

Spirits suffered from inflationary pressures in 2023 with higher input costs associated with energy and raw materials driving up average prices in Romania. Excise duty also increased in January 2023 which contributed to price growth and the weaker…

In 2023, wine sales in Croatia experienced notable growth, primarily driven by the tourism sector. The influx of tourists significantly boosted on-trade wine consumption, particularly in coastal regions renowned for their hospitality and wine…

Wine sales stagnated in 2023. However, this is not entirely bad news – after intense growth over the historic period, the category was bound to reach a limit. Additionally, the challenging economic conditions in 2023 further influenced consumers'…

Volume sales of wine in Romania declined in 2023 with both the off-trade and on-trade suffering amid price hikes and consumers cutting back due to the rising cost of living. Romania is a major producer of wine and so locals are heavy wine drinkers…

2023 key trends

Total volume sales of beer in Slovakia continued to decline in 2023, albeit at a slower rate than the previous year. Growth was impacted by mounting inflationary pressures, which weighed heavily on consumer purchasing power. While beer benefited from…

Cider/perry in Slovakia continued to decline at a rapid pace in volume terms in 2023, following the withdrawal of major brands, including Pivovary Topvar’s Kingswood, and Budejovicky Budvar’s Somersby cider, in the previous year. This resulted in…

RTDs in Slovakia registered a decline in total volume terms ion 2023, in contrast to the positive performances of the previous two years. Inflationary pressures, which translated into higher production costs, led to an increase in retail unit prices,…

Total volume sales of spirits in Slovakia continued to decline in 2023, Growth was impacted by mounting inflationary pressures, which weighed heavily on consumer purchasing power, especially when it came to discretionary items. Excise taxes for…

In spite of ongoing economic difficulties, wine in Slovakia managed to achieve modest growth in volume terms in 2023. Sales benefited from an excise tax hike on spirits, which served to make wine more affordable relative to the former, despite price…

Alcoholic drinks in Latvia witnessed volume sales decline in 2023 as economic conditions hampered purchasing power and led to weaker consumption. Price inflation remained prominent with higher production and energy costs putting upward pressure on…

The year 2023 was a sobering year for alcoholic drinks in Lithuania following a period of relative prosperity. Volume sales of alcoholic drinks boomed during the pandemic as locals consumed more out of boredom and general anxiety. The year started…

In 2023, spirits emerged as the fastest-growing category in alcoholic drinks in Slovenia, driven largely by the growing premiumisation trend. This trend heightened demand for craft spirits, as consumers sought premium drinks for a more sophisticated…

Volume sales of beer decreased in 2023 due to strong price inflation which forced consumers to cut back on consumption. In the difficult economic climate, consumers switched to wine, RTDs, as well as spirits for mixing drinks. On-trade volume sales…

The year 2023 was a challenging for beer in Lithuania where volume sales in the both the off-trade and on-trade declined. Retail sales of beer fell into decline due to price inflation and concerns regarding the economy. On-trade beer volumes started…

In 2023, the overall consumption of beer in Slovenia continued its decline as consumers increasingly shifted towards spirits, particularly gin and rum, which have become popular as social and luxury beverages. This trend is bolstered by a growing…

Cider/perry grew well in Latvia during 2023 with the hot summer creating additional demand for this alcoholic beverage which is normally served very cold. Cider continued to gain back the losses incurred during the COVID-19 pandemic with the on-trade…

Volume sales of cider/perry plummeted in Lithuania during 2023 due to strong preference for alternatives. Consumers are put off from buying cider due to its high sugar content, a feature that even self-indulgent consumers tend to avoid. With…

In 2023, cider emerged as the fastest-growing category of alcoholic drinks in Slovenia. Its increasing popularity can be attributed to the well-known health benefits of its ingredients and the high number of apples produced locally. Consumers are…

RTDs have a strong presence in Latvia but due to its maturity volume sales have slowed in 2023. The lack of regular product innovations in this year, in what is usually a pretty vibrant category, has also contributed to flat volume growth. RTDs…

RTDs saw heavy losses in total volume terms in 2023. In Lithuania, the category has a reputation of low quality with many consumers avoiding RTDs due to high levels of sugar, which can cause more harm than other alcoholic drinks. Concerns over rising…

Ready-to-Drink (RTD) beverages are the second fastest-growing category in Slovenia, trailing only behind cider/perry. The primary factor driving this growth is convenience. RTDs offer an easy and quick way to enjoy a drink without the need for mixing…

Total volume sales stagnated in spirits as household budgets remained under pressure in Latvia from the high costs of living. The strong performance in 2022 was fuelled by the relaxation of pandemic restrictions, which boosted sales in horeca…

Volume sales of spirits declined in 2023, partly due to economic concerns in Lithuania. On-trade sales faced a challenging period during the second half of the year as the post-pandemic euphoria of going out slowed down. Consumers started reacting to…

In 2023, spirits emerged as one of the fastest-growing categories in alcoholic drinks in Slovenia. This surge in consumption is primarily driven by the perceived quality and association with status and sophistication. Rum and gin, in particular, have…

Wine is relatively mature in Latvia, with a range of varieties and wide choice of products at different price points. The recovery of horeca has provided strong sales momentum although on-trade volume sales have yet to return to pre-pandemic levels.…

In 2023, wine volume sales declined in Lithuania for a second consecutive year as demand patterns normalised in the post-pandemic era. Price inflation and weak economic conditions have also forced consumers to cut-back on wine consumption. Off-trade…

In 2023, consumers in Slovenia increasingly shifted their preferences from wine to stronger spirits. This trend is particularly evident among the younger population, who consume alcohol primarily for social enjoyment and tend to prefer beverages with…

Despite the economic challenges and negative demographic trends in 2023, alcoholic drinks witnessed moderate total volume growth in North Macedonia. The rising number of inbound tourists boosted the performance of most alcoholic drinks categories in…

Beer consumption slowed in North Macedonia over 2023 although total volume sales held steady. With inflation remaining well above normal levels, current value sales grew in double-digits with high prices across all beer categories. The off-trade saw…

Chocolate confectionery is maintaining its strong penetration across households in Romania in 2024, thanks to such products’ indulgent qualities and the sense of wellbeing which eating chocolate can bring. However, chocolate confectionery is also…

Due to inconsistent consumer demand in North Macedonia, cider/perry witnessed volatility in sales over the review period. In 2023, cider/perry sales bounced back amid growing demand with double-digit volume growth and even stronger current value…

The consumption of cigarettes is declining in Slovenia. Constant campaigns to educate consumers about the dangers of smoking are helping to drive an ongoing decline in smoking prevalence and in the actual number of smokers of cigarettes. New plain…

Cigars and cigarillos saw steady growth in current value terms in 2023 with cigars seeing the strongest growth. The premiumisation trend was behind the strong value growth seen in cigars, with some consumers seeking a high quality and luxurious…

Gum is achieving positive volume and robust value sales in Romania in 2024. This is primarily attributed to consumers’ post-pandemic return to busy, out-of-home lifestyles, therefore reviving the role of gum as a breath freshener. Added to which, the…

Ice cream is in a negative-digit volume slump in Romania in 2024, while value sales are better supported by price hikes. As in past years, ice cream continues to be strongly affected by the seasonal weather, with the warm season which starts in…

While convenience continued to drive demand for RTDs in North Macedonia over the review period, the category faced strong declines in 2023. Local consumers, especially young adults, are opting to drink spirits such as gin and whisky which are…

Savoury snacks is achieving positive volume and value growth in Romania in 2024. Sales are supported by the “snackification” trend, whereby consumers with busy, out-of-home lifestyles tend to eat fewer main meals and more snacks throughout the day.…

E-vapour products and heated tobacco products were the two most dynamic areas of tobacco in Slovenia in 2023. Increasing awareness about the harmful impact of smoking cigarettes and tobacco has resulted in some consumers switching to alternatives…

Snacks in Romania is seeing a small negative-digit volume decline in 2024, with the volume decline in off-trade sales counteracting the small positive volume gains in on-trade terms. On the other hand, value sales are better supported by inflationary…

Spirits registered robust volume growth in 2023 with some consumers in North Macedonia drinking more spirits in place of beer and wine. With total volumes already well recovered from the pandemic in 2022, demand for spirits continues to rise…

Sugar confectionery is seeing a negative-digit volume slump in 2024, whilst value is supported by price hikes. Notably, sugar confectionery falls under the shadow of the VAT increase, starting 1 January 2024, from 9% to 19% for food products with…

Sweet biscuits, snack bars, and fruit snacks is seeing a small negative-digit volume slump in 2024, while value is better supported by high unit prices. Snack bars is seeing the strongest retail value sales, along with seeing a fairly modest volume…

The decline in sales of traditional cigarettes was noticeable across the country in 2023, driven mostly by increased health awareness and the introduction of alternative tobacco products, but also due to financial pressures. Consumers are turning…

Local consumers showed a growing preference for wine over beer in 2023, which resulted in moderate total volume growth. Consumer demand for still red, white and rosé wines was robust, resulting in stable volumes in the off-trade, and even stronger…