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On-trade sales of soft drinks in Estonia suffered significantly during the spring lockdown in 2020, dragging down overall volume sales. Sales losses in foodservice were somewhat mitigated by growing demand in retail sales. This was especially visible in coffee, as consumers sought to recreate the cafe experience at home, and herbal tea and green tea, which benefit from healthy profiles and were consumed in greater quantities as Estonians grew concerned about immunity and wellbeing during the pan...
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 (2016-2020), 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 2025 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on soft drinks
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020 Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020 Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020 Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020 Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025 Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025 Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025 Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025 Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025 Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025 Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025 Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025 Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Increase in off-trade sales mitigates steep decline in on-trade sales, but carbonates face competition from healthier soft drinks
Coca-Cola continues to dominate thanks to its ubiquitous presence in Estonia and well-established distribution networks
Smaller players capitalise on demand for local, natural ingredients, while tonic water gets a boost from off-trade closures
RECOVERY AND OPPORTUNITIES
Carbonates will see a bounce in on-trade sales in 2021, but faces long-term competition from healthier soft drinks
Low-sugar and natural carbonates will become more prevalent, while tonic water offers scope for growth
E-commerce sales will continue to grow as Estonians shop from the comfort of their own homes
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020 Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020 Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020 Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020 Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020 Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020 Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020 Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020 Table 41 Sales of Carbonates by Total Fountain On-trade: Volume 2015-2020 Table 42 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2015-2020 Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020 Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020 Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020 Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020 Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025 Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025 Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025 Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025 Table 51 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2020-2025 Table 52 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Deepening health and wellness trend negatively impacting juice sales in 2020
Strong brand awareness and fresher image supports local players
Channel shifts in 2020 benefit e-commerce and other grocery retailers
RECOVERY AND OPPORTUNITIES
Shift to healthier alternatives will benefit not from concentrate juice and coconut and other plant waters
Some recovery in 2021 will help juice record growth over the forecast period, but challenges remain
Domestic producers expected to adapt to developing trends with new product development
CATEGORY DATA
Table 53 Off-trade Sales of Juice by Category: Volume 2015-2020 Table 54 Off-trade Sales of Juice by Category: Value 2015-2020 Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020 Table 56 Off-trade Sales of Juice by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Off-trade Juice: % Volume 2016-2020 Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020 Table 59 NBO Company Shares of Off-trade Juice: % Value 2016-2020 Table 60 LBN Brand Shares of Off-trade Juice: % Value 2017-2020 Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025 Table 62 Forecast Off-trade Sales of Juice by Category: Value 2020-2025 Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025 Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
On-trade and sports facility closures lead to an overall decline in bottled water in 2020
Functional bottled water performs well as it taps into the growing health and wellness trend
Carbonated bottled water players gain ground in 2020, despite overall decline of category
RECOVERY AND OPPORTUNITIES
Innovation will be seen in packaging as well as products as new players enter the scene
On-trade recovery will give bottled water a boost in 2021, but retail growth will remain modest
Innovation in functional bottled water will drive sales across the forecast period
CATEGORY DATA
Table 65 Off-trade Sales of Bottled Water by Category: Volume 2015-2020 Table 66 Off-trade Sales of Bottled Water by Category: Value 2015-2020 Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020 Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020 Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020 Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020 Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020 Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020 Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025 Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025 Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025 Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Closure of sports facilities and lockdown hits sports drinks hard in 2020
Local origins and strong promotion help ensure A Le Coq's continued dominance
Shifts in consumer behaviour boost isotonic drinks and e-commerce
RECOVERY AND OPPORTUNITIES
Demand for sports drinks will be boosted by increasingly hot summer temperatures
Scope for strong growth in a developing category, as Estonians embrace sporting activity
Functional bottled water poses a threat, but sports drink players can rise to the challenge
CATEGORY DATA
Table 77 Off-trade Sales of Sports Drinks: Volume 2015-2020 Table 78 Off-trade Sales of Sports Drinks: Value 2015-2020 Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020 Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020 Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020 Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020 Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020 Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020 Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025 Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025 Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025 Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Energy drinks gets a boost in 2020, as popularity among younger consumers grows
Coca-Cola and Red Bull steal the limelight thanks to global recognition and heavy investment in promotional activities
Leading players invest in new products to attract consumers
RECOVERY AND OPPORTUNITIES
Energy drinks will get a boost when on-trade outlets reopen, but unhealthy image poses a serious challenge
Energy drinks continue to be heavily promoted to younger people
Scope for local players to meet demand for healthier energy drinks
CATEGORY DATA
Table 89 Off-trade Sales of Energy Drinks: Volume 2015-2020 Table 90 Off-trade Sales of Energy Drinks: Value 2015-2020 Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020 Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020 Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020 Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020 Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020 Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020 Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025 Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025 Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025 Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Concentrates sees some volume and current value growth thanks to greater at-home consumption during lockdown
Health and wellness and convenience trends limit growth in 2020
Strong local positioning ensures Orkla Eesti remains in pole position as Rongu Mahlad plays catch up
RECOVERY AND OPPORTUNITIES
Powder concentrates faces stiff competition from other soft drinks, but liquid concentrates may get a boost from new Ikea opening
Gloomy outlook for concentrates as unhealthy profile stifles innovation and growth
New product developments within powder concentrates may enable smaller players to grab share
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 2015-2020 Table 102 Off-trade Sales of Concentrates by Category: Value 2015-2020 Table 103 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020 Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020 Table 105 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020 Table 106 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020 Table 107 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025 Table 108 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025 Table 109 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020 Table 110 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020 Table 111 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020 Table 112 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020 Table 113 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020 Table 114 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020 Table 115 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025 Table 116 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025 Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025 Table 118 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
RTD tea remains niche in Estonia and struggles to weather the storm in 2020
Fuze Tea dominates in a category targeting younger consumers
Premiumisation on hold in 2020 as consumer purchasing power weakens
RECOVERY AND OPPORTUNITIES
Potential implementation of sugar tax threatens retail sales, but resumption of on-trade sales will boost growth
Weak product selection to continue limiting sales in an arena dominated by Fuze Tea
Health and wellness trend to impact new product development in RTD tea in the future
CATEGORY DATA
Table 119 Off-trade Sales of RTD Tea by Category: Volume 2015-2020 Table 120 Off-trade Sales of RTD Tea by Category: Value 2015-2020 Table 121 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020 Table 122 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020 Table 123 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020 Table 124 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020 Table 125 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020 Table 126 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020 Table 127 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025 Table 128 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025 Table 129 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025 Table 130 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Rising demand for convenience fuelling interest among consumers
New product developments fuel dynamic growth within RTD coffee
Paulig Coffee Estonia takes the lead in off-trade value terms in 2020
RECOVERY AND OPPORTUNITIES
Prospects for on-trade sales remain bleak unless awareness rises
Increasingly hot summers bode well for sales of RTD coffee in the future
Improved positioning across more retail channels offers RTD coffee scope for growth
CATEGORY DATA
Table 131 Off-trade Sales of RTD Coffee: Volume 2015-2020 Table 132 Off-trade Sales of RTD Coffee: Value 2015-2020 Table 133 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020 Table 134 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020 Table 135 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020 Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020 Table 137 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020 Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020 Table 139 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025 Table 140 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025 Table 141 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025 Table 142 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025