SPECIAL REPORTS
Distribution Trends in Soft
Drinks: On-Premise vs Off-
Premise Dynamics &
Forecasts to 2015
LITHUANIA
A Special Focus Report from Canadean
December 2010
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Liquid Intelligence
Distribution Trends in Soft Drinks Lithuania
Contents
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to
2015 .................................................................................................................................................. 2
Distribution Trends .................................................................................................................................... 2
Market Valuation/Pricing ............................................................................................................................ 3
Soft Drinks On-Premise vs Off-Premise – Volume, 2006-2010F (% Growth) ........................................... 4
Soft Drinks On-Premise vs Off-Premise – Value, 2006-2010F (% Growth) .............................................. 4
Soft Drinks on-Premise vs Off-Premise – Volume & Value, 2006-2010F (M Litres/Local Currency) ........ 5
Soft Drinks On-Premise vs Off-Premise by Category, 2009 vs 2010F (% Growth).................................. 5
Soft Drinks On-Premise vs Off-Premise, 2009-2015F (% Growth) .......................................................... 6
Soft Drinks On-Premise vs Off-Premise, 2009, 2010F & 2015F (% Share) ............................................. 6
Soft Drinks On-Premise vs Off-Premise Average Price Per Litre by Category, 2010F (Local Currency) .. 7
Soft Drinks Product Definitions ..................................................................................................... 8
Glossary ..........................................................................................................................................15
Forecast Methodology...................................................................................................................17
Soft Drinks Service/Dec-2010 1
Lithuania Distribution Trends in Soft Drinks
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise
Dynamics & Forecasts to 2015
Distribution Trends
Modern retail sector still expanding
There are around 7,000 non-specialist food stores in Lithuania. By far the majority (6,000+) are tiny, with a sales
area of less than 150m2. However, the number of large western-style self-service food stores is growing, albeit
from a very low base. There are now around 400 general food stores with sales area of in excess of 400m², of
which around 100 are with sales area in excess of 1,000m²
The Horeca sector comprises around 3,000 outlets, of which nearly half are described as restaurants, one third
as bars and the rest as canteens and other eating places. The number of all three types of outlet has been
growing over the past few years (although the 2009 figures – not yet available – will probably show a marked
reversal in this trend, with the Horeca sector faring particularly badly during the recession). Given the relatively
low income levels, the number of high-end restaurants is quite limited, catering mainly for tourists and business
people – particularly in Vilnius.
Producers dependent on just four key accounts
The multiple grocery sector is developing rapidly and retail concentration is as high as in many of the more
developed west European markets, with just four retail groups accounting for the lion’s share of food and drink
sales. Maxima (formerly trading as Vilniaus Prekyba) a 100% Lithuanian-owned company which opened its
first outlets in 1992, is the country’s leading food retailer, accounting for just under 40% of retail food sales, with
214 outlets in Lithuania (and a further 127 in Latvia and 52 in Estonia). These all now trade under the Maxima
banner and are mostly full range hypermarkets or supermarkets. Its hard discount stores, formerly