Sales are expected to continue growing supported by the further development of spirit-based RTDs. Also, wine-based RTDs is still expected to see modest growth despite its high maturity, fuelled mainly by healthy on-trade demand.
Despite the bright outlook for RTDs there is still a lot of work to do to attract consumers to the category, due to the strong competition from other alcoholic drinks. For example, cider/perry presents a similar ABV to RTDs but at a considerably lower average price.
Innovation will be a key focus in RTDs as players compete for share. With the trend towards low/non-alcoholic drinks expected to accelerate, the main players in alcoholic drinks are set to focus on exploring and developing this new trend as a way to secure consumers and compensate for the already visible decline in some categories.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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RTDs
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 definitionsThis report originates from Passport, our RTDs research and analysis database.
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