According to the analysis, the RTD market has been increasing customers since the end of 2014 thanks to innovations and formats in the category. Alcoholic beverages ready to drink, known as “Ready to drink” (RTD) added 430 thousand new homes and therefore tripled (in the last year) its volume in liters, according to an analysis conducted by Kantar Worldpanel on the category.
“The RTD market has been adding household buyers since late 2014. MixxTail from Quilmes joined leading Cepas (with its brands Dr. Lemon, Gancia One and pioneer Pronto Gancia), energizing the segment through innovation in flavors and formats,” said Ariel Martinez, regional director of Kantar Worldpanel.
The biggest dynamic is related to the arrival of “Dr. Drinks” Dr. Lemona with its own flavors: passionfruit Mojito and Caipirinha and the launch of MixxTail Mojita, a brand that completed its portfolio with the introduction of Caipiroska and Strawberry Caipiroska.
In addition to new flavors, the segment has also been re-invented in formats: from small and single bottles, to the one-liter bottle option in search of generating shared consumption and formats summermore practical and modern.
The household that buys ready-made alcoholic beverages has a young profile and a low-middle and high-low socioeconomic level. The segment had a positive evolution at all points of sale except for Discount, where it was only at wine and snacks.
Ciders (which have a pronounced seasonality in the holiday period) maintain 0.2% of turnover for the third year in a row, and in the same period they almost doubled their share, rising to 0.4% of the total beverage market. with RTD alcohol. “The growth of ready-made drinks is proof that the Argentinian consumer is open to innovation and trying out new flavors and suggestions,” said Martinez.
Source: Kantar Worldpanel / www.kantarworldpanel.com