The following text provides an overview of Maxima's product offerings, with a specific focus on alcoholic beverages and related consumer trends. It highlights recent changes in purchasing behavior and the expanding availability of non-alcoholic alternatives.
Product Highlights and General Promotions
Maxima regularly features a variety of products, including new arrivals and staple items. Recent promotions have focused on reducing the prices of a wide range of food items.
- BIOVELOS smoked beef sausage*.
- WELL DONE free-range chicken eggs*, Class A.
- VILKYŠKIŲ glazed curd snacks*, 14 varieties, 24-30% fat, 3 pcs.
- Weighed sweets, chocolate bars, and confectionery from VILNIAUS PERGALE.
- DR. MALSENA wheat flour*.
- Carbonated beverages COCA-COLA; COCA-COLA ZERO; FANTA*, 4 varieties, 3 cans.
VISŲ (all) food product prices have been reduced by up to -25%. This initiative aims to allow customers to purchase their preferred items at lower prices more consistently, reducing the need to constantly check for special offers. This reduction applies to over 9,000 food items, with exceptions including coffee, freshly prepared food, beverages, baby food, and products explicitly marked as NEW!.
Maxima's Promotional Publications
Maxima issues promotional leaflets that highlight various product categories and special offers. These publications are updated regularly to inform customers about the latest deals and new arrivals.
AČIŪ Promotional Leaflet
The latest AČIŪ promotional leaflet features customer-rated, high-quality vegetables and fruits, fresh meat and fish, dairy products, household chemicals, cosmetics, and pet and industrial goods. This publication serves as a comprehensive guide to the store's diverse offerings.
SKONIŲ DIENOS (Taste Days) Leaflet
The SKONIŲ DIENOS leaflet, valid from March 19, 2026, to April 1, 2026, focuses on Maxima's assortment of alcoholic beverages. This publication is updated every two weeks, ensuring customers have access to the most current selection and pricing for alcoholic drinks.
Consumer Trends in Beverage Consumption
Recent sales data from Maxima indicates a significant shift in consumer preferences, particularly concerning alcoholic and non-alcoholic beverages. There is a growing trend towards healthier lifestyles, which is reflected in purchasing patterns.
Growth of Non-Alcoholic Beverages
Sales data from Maxima shows a substantial increase in the consumption of non-alcoholic beverages. In 2018, quantitative sales of non-alcoholic drinks nearly doubled compared to the previous year. Non-alcoholic cider has become particularly popular, with a 160% increase in purchases compared to the prior year.
This trend is supported by an expanding variety of non-alcoholic options. For instance, the number of non-alcoholic beer and non-alcoholic beer cocktail varieties available in Maxima stores has grown significantly. While in 2014, customers could choose from only 15 types of non-alcoholic beer, the current offering in larger stores exceeds fifty different types. This allows consumers to explore a wide range of non-alcoholic beers from both Lithuanian and international breweries, as well as various flavored drinks produced using different non-alcoholic brewing technologies.
Non-alcoholic drinks surge in popularity
Decline in Alcoholic Beverage Sales
Conversely, sales of certain alcoholic beverages have seen a decline. In the past year, sales of wine and strong alcoholic drinks, including vodka, cognac, brandy, tinctures, and tequila, decreased by 10% compared to the previous year. Additionally, sales of other alcoholic beverages, such as all types of alcoholic beer and beer cocktails, also experienced a noticeable reduction, with a total decrease of 8% in these categories.
| Category of Alcoholic Beverage | Percentage Change in Sales (Year-on-Year) |
|---|---|
| Wine and Strong Spirits (Vodka, Cognac, Brandy, etc.) | -10% |
| All types of Alcoholic Beer and Beer Cocktails | -8% |
