Alcoholic Drinks in Estonia
Euromonitor International's Alcoholic Drinks in Estonia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, 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 new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 130 | Publication date: Jan 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Estonia Experiences a Peak in Economic Activity
Consumer confidence in Estonia is strong due to low unemployment levels and the favourable general economic situation. Low interest rates have facilitated growth in domestic demand based on bank loans in recent years. Rapid income growth resulted in growing demand for alcoholic drinks. 2006 was a year of record growth rates for retailers in Estonia as well as the whole economy. Stable economic growth will continue in 2007, according to leading Estonian economic analysts, although the pace of growth will slow down slightly.
Alcohol Sales Regulations Becoming Stricter
From August 2007, off-trade sales of alcoholic beverages were banned between 20.00hrs and 08.00hrs in Tallinn, the country's capital. The existence and scope of such regulations vary in the other Estonian cities, but they were becoming more numerous and stricter in 2007. This has boosted multipack sales in beer, RTDs and cider. Specialist stores are negatively influenced by these bans because they used to make most of their sales at night when the supermarkets are closed.
Competition Is Intense in the Alcoholic Drinks Market
The competition in the Estonian market for alcoholic drinks has been very strong in recent years. There is a very wide choice available in the market and consumers pay more attention to the brands that are aggressively advertised. Promotional activities, such as offering free samples and price concessions, became more popular over the review period and are expected to gain more importance in the forecast period. According to company sources, Estonians prefer domestic brands and it is hard for newcomers to enter the market. To gain share in Estonia, companies entering the market advertise aggressively or supply low-priced products to the price-sensitive part of the population.
Supermarkets Continued to Increase Its Market Share
The changes in distribution patterns in Estonia in the 2000-2007 period had an increasing effect on alcoholic drinks sales in Estonia. The most important change was an increase in the share held by supermarkets, while the shares held by independent food stores declined. The number of supermarkets increased considerably in 2006-2007. Supermarket outlets tend to offer a wide variety of alcoholic drinks and are convenient because people can buy all the products they want in one place. Estonians also like to buy large quantities in one go and the value economy packs of beer and cider offered in supermarkets are proving extremely popular in this regard.
Optimistic Economic Forecasts
According to economic analysts in Estonia, economic growth reached its peak in 2006 and the pace of growth will probably slow down during the coming years. According to economic forecasts by the Bank of Estonia (Eesti Pank), GDP growth in 2007 will be about 8.4%, falling to 6.5% in 2008, and a still strong 5.6% in 2009. Estonia's economic growth is one of the strongest in the EU. In the long run, Estonia's living standards will converge with those of the European leading industrialised countries. Strong economic growth will also have a positive effect on the local alcoholic drinks market.
Table of contents
ALCOHOLIC DRINKS IN ESTONIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Estonia Experiences a Peak in Economic Activity
Alcohol Sales Regulations Becoming Stricter
Competition Is Intense in the Alcoholic Drinks Market
Supermarkets Continued to Increase Its Market Share
Optimistic Economic Forecasts
KEY TRENDS AND DEVELOPMENTS
Increasing Purchasing Power of Estonian Consumers
Multipacks Gaining in Popularity
Estonians Prefer Domestic Beer
Specialist Retailers
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007
Table 4 Selling Margin of a Typical Imported Wine Brand 2007
Table 5 Selling Margin of a Typical Domestic Wine Brand 2007
Table 6 Selling Margin of a Typical Imported Spirits Brand 2007
Table 7 Selling Margin of a Typical Domestically Produced Spirits Brand 2007
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Summary 2 Research Sources
BEER
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Summary 3 Lager by Price Band 2007
Sector Data
Table 24 Sales of Beer by Subsector: Total Volume 2002-2007
Table 25 Sales of Beer by Subsector: Total Value 2002-2007
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 34 Beer Exports by Country of Destination: Total Value 2001-2006
Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 36 Beer Imports by Country of Origin: Total Value 2001-2006
Table 37 Company Shares of Beer by National Brand Owner 2002-2006
Table 38 Company Shares of Beer by Global Brand Owner 2002-2006
Table 39 Brand Shares of Beer 2003-2006
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
WINE
Headlines
Trends
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 44 Sales of Wine by Subsector: Total Volume 2002-2007
Table 45 Sales of Wine by Subsector: Total Value 2002-2007
Table 46 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 47 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 48 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 49 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 50 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 51 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 52 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 53 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 54 Wine Exports by Country of Destination: Total Value 2001-2006
Table 55 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 56 Wine Imports by Country of Origin: Total Value 2001-2006
Table 57 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 58 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 59 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 60 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 61 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 62 Sales of Spirits by Subsector: Total Value 2002-2007
Table 63 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 64 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 65 Sales of Spirits by On-trade vs Off-trade Split: Volume 2002-2007
Table 66 Sales of Spirits by On-trade vs Off-trade Split: Value 2002-2007
Table 67 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 68 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 69 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 70 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 71 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 72 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 73 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 74 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 75 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 76 Liqueurs Production: Total Volume 2001-2006
Table 77 Other Spirits Production: Total Volume 2001-2006
Table 78 Company Shares of Spirits by National Brand Owner 2002-2006
Table 79 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 80 Brand Shares of Spirits 2003-2006
Table 81 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 82 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 83 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 84 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012
CIDER
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 85 Sales of Cider/Perry: Total Volume 2002-2007
Table 86 Sales of Cider/Perry: Total Value 2002-2007
Table 87 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 88 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 89 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 90 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 91 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 92 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 93 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 94 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 95 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 96 Brand Shares of Cider/Perry 2003-2006
Table 97 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 98 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 99 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 100 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 101 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 102 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 103 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 104 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 105 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 106 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 107 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 108 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 109 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2001-2006
Table 110 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 111 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 112 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 113 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 114 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 115 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 116 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
A LE COQ TARTU BREWERY LTD
Strategic Direction
Key Facts
Summary 4 A Le Coq Tartu Brewery Ltd: Key Facts
Summary 5 A Le Coq Tartu Brewery Ltd: Operational Indicators 2004-2006
Company Background
Production
Competitive Positioning
Summary 6 A Le Coq Tartu Brewery Ltd: Competitive Position 2006
SAKU ÕLLETEHASE AS
Strategic Direction
Key Facts
Summary 7 Saku Õlletehase AS: Key Facts
Summary 8 Saku Õlletehase AS: Operational Indicators 2004-2006
Company Background
Production
Competitive Positioning
Summary 9 Saku Õlletehase AS: Competitive Position 2006
LIVIKO AS
Strategic Direction
Key Facts
Summary 10 Liviko AS: Key Facts
Summary 11 Liviko AS: Operational Indicators 2004-2006
Company Background
Production
Competitive Positioning
Summary 12 Liviko AS: Competitive Position 2006
POLTSAMAA FELIX AS
Strategic Direction
Key Facts
Summary 13 Poltsamaa Felix AS: Key Facts
Summary 14 Poltsamaa Felix AS: Operational Indicators 2004-2005
Company Background
Production
Competitive Positioning