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COVID-19 had a broadly negative impact on alcoholic drinks in Estonia in 2020, with total volume and current value sales declining. All of the main categories suffered as the resultant economic shock drove consumers to rein in non-essential spending. Similarly, increased health-consciousness arising from concerns about the virus prompted many Estonians to reduce their consumption of alcohol in general, which weakened demand across the market. Demand was further undermined by the collapse of inbo...
Euromonitor International's Alcoholic 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 or pricing issues. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Alcoholic 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 alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020 (EUR)OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 3 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019 Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025DISCLAIMER
SOURCES
Summary 2 Research SourcesBEER IN ESTONIA
KEY DATA FINDINGS
2020 IMPACT
Off-trade beer consumption slows but remains resilient overall
On-trade volume sales of beer decline dramatically due to COVID-19
Outright leaders A Le Coq and Saku Olletehase consolidate their positions
RECOVERY AND OPPORTUNITIES
Robust growth in total volume sales projected for beer from 2021 onwards
Non alcoholic beer and ale expected to be the most dynamic categories
Further investment planned for Haljala brewery following takeover by Pyynikin
CATEGORY BACKGROUND
Summary 3 Lager by Price Band 2020 Table 17 Number of Breweries 2015-2020CATEGORY DATA
Table 18 Sales of Beer by Category: Total Volume 2015-2020 Table 19 Sales of Beer by Category: Total Value 2015-2020 Table 20 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 21 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 23 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 26 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 27 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 28 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 29 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 30 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025WINE IN ESTONIA
KEY DATA FINDINGS
2020 IMPACT
Off-trade wine consumption remains buoyant despite pandemic-induced slowdown
COVID-19 causes double-digit decline in on-trade volume sales of wine
Vermouth and non-grape wine post the fastest growth in off-trade volume sales
RECOVERY AND OPPORTUNITIES
Uneven results in 2021 should be followed by solid growth in off- and on-trade sales
Champagne and other sparkling wine set to grow fastest in total volume sales terms
Interest in higher-end, organic and non-alcoholic wines expected to rise
CATEGORY DATA
Table 33 Sales of Wine by Category: Total Volume 2015-2020 Table 34 Sales of Wine by Category: Total Value 2015-2020 Table 35 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 36 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 37 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 38 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 39 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 40 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 41 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 42 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 43 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 44 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025SPIRITS IN ESTONIA
KEY DATA FINDINGS
2020 IMPACT
COVID-19 takes heavier toll on spirits than most categories
On-trade consumption is hardest hit by the fallout of the pandemic
Liviko strengthens its already commanding lead in spirits
RECOVERY AND OPPORTUNITIES
Premiumisation will sustain value growth as health concerns subdue volume sales
Whiskies categories set to be among the strongest performers
Trend towards healthier lifestyles bodes well for non-alcoholic spirits
CATEGORY DATA
Table 45 Sales of Spirits by Category: Total Volume 2015-2020 Table 46 Sales of Spirits by Category: Total Value 2015-2020 Table 47 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 48 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 49 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 50 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 51 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 52 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 53 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 54 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 55 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 56 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 57 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 58 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 59 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025CIDER/PERRY IN ESTONIA
KEY DATA FINDINGS
2020 IMPACT
Multiple factors mitigate impact of COVID-19 on retail demand for cider/perry
On-trade consumption plummets due to health concerns and lack of tourists
Interest in craft cider/perry products continues to rise
RECOVERY AND OPPORTUNITIES
Consistent growth in off- and on-trade cider/perry consumption expected from 2021
Premiumisation will continue to boost current value sales growth
Outlook for health-oriented cider/perry products is favourable
CATEGORY DATA
Table 60 Sales of Cider/Perry: Total Volume 2015-2020 Table 61 Sales of Cider/Perry: Total Value 2015-2020 Table 62 Sales of Cider/Perry: % Total Volume Growth 2015-2020 Table 63 Sales of Cider/Perry: % Total Value Growth 2015-2020 Table 64 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020 Table 65 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020 Table 66 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 67 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020 Table 68 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 69 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 70 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020 Table 71 Forecast Sales of Cider/Perry: Total Volume 2020-2025 Table 72 Forecast Sales of Cider/Perry: Total Value 2020-2025 Table 73 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025 Table 74 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025RTDS IN ESTONIA
KEY DATA FINDINGS
2020 IMPACT
On-trade demand for RTDs plummets due to COVID-19 disruption
Off-trade consumption proves reasonably resilient despite slowdown
Innovation continues in the dominant category of spirit-based RTDs
RECOVERY AND OPPORTUNITIES
Maturity set to hamper further expansion of RTDs in Estonia
Wine-based RTDs projected to post consistent declines in total volume sales
Leading players expected to launch more exotic flavours and non-alcoholic options
CATEGORY DATA
Table 75 Sales of RTDs by Category: Total Volume 2015-2020 Table 76 Sales of RTDs by Category: Total Value 2015-2020 Table 77 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 78 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 79 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 80 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 81 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 82 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 83 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 84 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 85 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 86 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 87 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 88 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 89 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025