Soft Drinks in Estonia

January 2024 | 74 pages | ID: S13B3B51991EN
Euromonitor International Ltd

Abstracts

Energy drinks, led by the reduced sugar format, posted double-digit off-trade volume growth in 2023, while most other categories saw moderates increases. The exceptions were RTD tea and juice, which registered small decreases in retail volume sales over 2023. The general growth in the demand for soft drinks in Estonia at the end of the review period can partly be attributed to manufacturers' responses to burgeoning healthy eating and lifestyle trends. For instance, Royal Unibrew A/S unveiled Cul...

Euromonitor International's Soft Drinks in Estonia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2019-2023), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they legislative, distribution, packaging or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Soft Drinks market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market’s major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Contents

Soft Drinks in Estonia
Euromonitor International
May 2024

LIST OF CONTENTS AND TABLES

SOFT DRINKS IN ESTONIA
EXECUTIVE SUMMARY
Soft drinks in 2023: The big picture

2023 KEY TRENDS

Competitive landscape
Retailing developments
Foodservice v retail split
What next for soft drinks?
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2023
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2023
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2023
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2023
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2018-2023
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2018-2023
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
JUICE IN ESTONIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Rising consumer health awareness boosts coconut and other plant waters
Health and wellness spurs not from concentrate 100% juice
A Le Coq leverages strong reputation and investment to lead juice
PROSPECTS AND OPPORTUNITIES
The demand for coconut and other plant waters is set to continue to grow in the forecast period
Not from concentrate 100% juice to ride the search for more natural packaged juice
Reconstituted 100% juice to remain popular in retail and foodservice
CATEGORY DATA
Table 53 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 54 Off-trade Sales of Juice by Category: Value 2018-2023
Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 56 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 59 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 60 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 62 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028
BOTTLED WATER IN ESTONIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Functional bottled water gains popularity among health-conscious consumers
The demand for still natural mineral bottled water grows
Vдrska Vesi leverages health benefit claims to lead bottled water
PROSPECTS AND OPPORTUNITIES
Health and wellness and sporty lifestyle trends promote the consumption of functional bottled water
Still natural mineral bottled water to leverage pure and natural positioning
Still spring bottled water develops an audience within foodservice
CATEGORY DATA
Table 65 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 66 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028
SPORTS DRINKS IN ESTONIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Rising number of active consumers grows the demand for sports drinks in Estonia
Sports and fitness lifestyles underpin the consumer base for sports drinks
A Le Coq leverages innovation to drive the category
PROSPECTS AND OPPORTUNITIES
Sports drinks to surf sports and fitness waves
Marketing campaigns to push athletic and high-energy attributes
Significant increases in demand despite competition
CATEGORY DATA
Table 77 Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 78 Off-trade Sales of Sports Drinks: Value 2018-2023
Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2018-2023
Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2019-2023
Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2020-2023
Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2019-2023
Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2020-2023
Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2023-2028
Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2023-2028
Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2023-2028
Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2023-2028
ENERGY DRINKS IN ESTONIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Energy drinks in higher demand
Target audience of energy drinks expands
Red Bull leverages strong marketing and high consumer recognition to lead
PROSPECTS AND OPPORTUNITIES
The demand for energy drinks is expected to continue to grow
A new line-up of energy drinks is anticipated in the forecast period
Energy drinks to remain popular in foodservice
CATEGORY DATA
Table 89 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 90 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028
CONCENTRATES IN ESTONIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Powder concentrates leverages convenience and versatility
Liquid concentrates offer more affordable alternatives to ready-to-drink beverages
Local production holds sway
PROSPECTS AND OPPORTUNITIES
Powder concentrates to continue to enjoy growing consumer demand
Application of liquid concentrates in the preparation of cocktails can boost the category
Seasonality affects the sales of concentrates
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 102 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 103 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 105 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2019-2023
Table 106 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 107 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 108 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 109 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 110 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 111 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 112 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 115 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 116 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028
RTD TEA IN ESTONIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Reduced sugar still RTD tea continues to gain traction in Estonia
RTD tea is seen as a convenient and refreshing option in foodservice
Coca-Cola HBC Eesti introduces fruit-flavoured options to tempt consumers
PROSPECTS AND OPPORTUNITIES
RTD tea to continue to see a shift to reduced sugar still RTD tea
The demand for regular still RTD tea is expected to fall amid a shift away from sugarised beverages
Convenience stores and retail e-commerce are likely to exert pressure on large modern grocery retailers
CATEGORY DATA
Table 117 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 118 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 119 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 120 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028
RTD COFFEE IN ESTONIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

The demand for RTD coffee benefits from the wider coffee culture
RTD coffee prices continue to rise strongly
Paulig Coffee Estonia leverages high brand recognition and quality reputation to lead the field
PROSPECTS AND OPPORTUNITIES
RTD coffee to maintain a positive growth trend
RTD coffee's target audience to expand to include older consumers
RTD coffee to benefit from being positioned as a healthier alternative to energy drinks
CARBONATES IN ESTONIA
KEY DATA FINDINGS

2023 DEVELOPMENTS

Reduced sugar drinks become more popular and visible
Popularisation of cocktails drives category development
Coca-Cola HBC Eesti invests to maintain category dominance
PROSPECTS AND OPPORTUNITIES
Regular tonic water/mixers/other bitters to continue to see strong growth in demand
Healthy lifestyle trend to promote the consumption of reduced sugar cola carbonates
Regular “other” non-cola carbonates remain popular
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 37 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 38 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 41 Sales of Carbonates by Total Fountain On-trade: Volume 2018-2023
Table 42 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2018-2023
Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
Table 51 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2023-2028
Table 52 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2023-2028