It is expected high inflation will continue to weaken overall demand for RTDs in 2023, However, as inflationary pressures ease and purchasing power starts to recover, the category should see off- and on-trade volume growth rates improve in 2024 and then accelerate gradually over the rest of the forecast period. The convenience factor and the increasing desire for indulgence among Hungarians will help to ensure consumption remains buoyant, as will the fact that the core demographic for these products comprises more affluent individuals.
Bacardi Breezer is likely to remain the clear leader in spirit-based RTDs over the forecast period thanks to its early mover advantage and loyal base. Together with similarly well-established brands, it may have to diversify its flavour portfolio if it is to keep pace with changing consumer preferences and withstand growing competition from more recent entrants.
With health concerns increasingly influencing the drinking habits of Hungarians, as the appeal of RTDs grows and inflation subsides, there should be greater incentive for the development of non/low alcohol varieties over the forecast period. Non-alcoholic products based on popular virgin cocktails made with fruit juices, syrups and herbs could have particularly strong prospects for success.
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RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.See All of Our Definitions
This report originates from Passport, our RTDs research and analysis database.
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