RTD Overview

Category

- RTD have been ever tried by half of the spirits users, last month it drunk every tenth of drinkers. There are still half of the market who never tasted RTD

- Cocktails have second highest weekly usage rate

- Beer, sparkling wine, cider, brandy type, beer mix and whisky usage among RTD users is higher than among all spirits consumers

- RTD image is very close to cider and beer mix- stylish, modern, for youth, dynamic, innovative and ideal for warming-up before party

- 29% of RTD is consumed by Adventurers, 18% by Homebodies and 15% by Open-minded. Males are responsible for 60% of RTD sales, Latvians consumes 77% of RTD, 18-24 years old drinks 31% of it and 25-44 old consumes 56% of RTD. RTD is mainly consumed in Riga and other big towns

RTD

- it is a drink for social occasions, for warming-up before party, dynamic, for enjoyment - Celebration is the biggest need – 43% of last occasions

- RTD heavy users differs from other user groups by belief that they live to enjoy the life, they like partying and to try new products, they prefer beverages with well known brand names and they believe those brands tell who they are, they like buying modern products

- Heavy users of RTD can be found more frequently among 18-24 y.o., Latvians, blue collars and Adventurers

- Most of the RTD is consumed at home - Brand attractiveness was main driver when choosing RTD - There are 3 main reasons for brand choice- brand, discount and friends’ influence

- Most of consumers had also some food while drinking RTD last time, almost half had some salty snacks - Enjoyment is second biggest need (20%).

- Welcoming weekend is third biggest need

- For 23% users RTD was bought by somebody else

- In RTD consumption dominates first part of weekend