Understand the key trends shaping demand and future opportunities...
Understand the key trends shaping demand and future opportunities across industries in Eastern Europe, with the latest regional and country-level analysis and market statistics.
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…
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…
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…
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…
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…
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…
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…
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…
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…
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, 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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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,…
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…
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…
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…
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'…
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…
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, 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…
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, 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…
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, spirits-based RTDs continued to dominate the Croatian market, bolstered by the popularity of well-known spirit brands that serve as the main ingredients for many of these RTDs. Notable brands include Smirnoff, Absolut vodka, Bacardi and…
Cider/perry in Romania has equally felt the impact of price increases and the high cost of living in 2023, as in other categories. However, volume growth rose slightly in the off-trade and on-trade, reflecting the increasing number of consumers loyal…
2023 saw a decline in cider/perry sales in Estonia. Although cider remains a popular beverage in foodservice during the summer, economic uncertainty in 2023 caused sales to suffer. Sweet options like Fizz and Kiss lost ground as consumers became more…
In 2023, cider and perry in Croatia continued their upward trajectory, surpassing 2019 volume sales in both the off-trade and on-trade channels. This resurgence was primarily driven by the return of open-air socialising, concerts, festivals, and…
Beer in Romania suffered further volume sales decline due to lower purchasing power. Inflation remained stubbornly high with increasing manufacturing costs driving up average prices of beer. The adverse weather during the all-important summer months…
The year 2023 was neither the best nor the worst year for beer sales in Estonia. Following the post-pandemic recovery in 2022, 2023 saw a reconsideration of consumer purchasing habits, especially in the face of economic slowdown. Consumers were more…
In 2023, beer sales in Croatia saw a marginal increase in total volume sales, primarily attributed to the positive impact of tourism on on-trade consumption. However, off-trade sales, largely reliant on local residents, experienced a decline due to…
Alcoholic drinks witnessed steeper volume sales decline in 2023 as the high costs of living in Romania encouraged consumers to make cutbacks on these beverages. The price of food continued to rise in line with the stubbornly high inflation rate,…
In 2023, sales of alcoholic drinks in Estonia experienced a pause following the hectic pandemic and post-pandemic periods. The local economy's underperformance added pressure on consumption. However, cross-border trade with Finland and Latvia…
Despite strong growth in unit prices, alcoholic drinks marked positive volume growth in 2023. It is clear that Croatians are tired of social distancing and need to vent out. With COVID-19 measures all but gone, the number of events spanning across…
There was a slight fall in volume sales of cigarettes in Serbia in 2023. This was partly due to continuing population decline. Price hikes and tax hikes, along with high inflation, also dampened volume sales somewhat. However, smoking prevalence only…