During the forecast period, RTDs in Serbia is expected to see stable growth in total volume terms thanks to consumers returning to their pre-pandemic lifestyles and the full recovery of the on-trade channel. Although wine-based RTDs will likely continue to dominate sales it is expected to see slower growth than spirit-based RTDs due to a lack of new product development and the more limited assortment.
Serbia is expected to continue experiencing high rates of inflation during 2023 and 2024 which will put upward pressure not only on RTDs but the cost of living in general. This is likely to lead to rising price sensitivity which could in turn put the brakes of stronger growth for RTDs in volume terms in Serbia.
RTDs is still a relatively small category in Serbia and given the difficult economic scenario it is therefore unlikely that any significant new players will look to invest in this area in the short to medium term. However, novelties are expected to appear during the forecast period from existing players which will likely be keen to try and retain the interest of their existing customer base.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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