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: 138 | Publication date: Feb 2010
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
Alcoholic Drinks Market in Decline
The alcoholic drinks market has declined in Estonia as a result of a huge increase in excise duties in 2008 and the ongoing economic downturn. Night-time sales restrictions imposed by the government since 2008 have not made matters any easier. Consumers have also been trading down to more affordable brands as they have tightened their purse strings. This, too, dragged down value sales in 2009.
Consumption Habits Change
After the excise increases in 2008 – in both January and July – which made alcohol excises among the highest in Europe, Estonians were forced to change their consumption habits, which were also affected by the rapidly deteriorating economy. Although most sectors declined, some still managed to attract interest. Many trends being seen in the alcoholic drinks market have a health focus, such as a preference for natural ingredients and a lower alcohol and calorie content. Moreover, although Estonians continue to be heavy vodka drinkers, some movement away from this traditional spirit has been noted as consumers have tried other kinds of spirits and wine. In addition, as alcohol excises were increased in Finland, tourist purchases benefited. However, these were not enough to keep sales on the positive side.
Tough Times Fuel Competition
Producers have tried to combat declining alcohol sales through heavy advertising, promoting, discounting, special offers and new product developments. 2008 and 2009 also brought about M&A activities and the closure of an important domestic alcohol producer, which added fuel to the competitive environment. However, Estonians have continued to trust and favour domestically produced alcoholic drinks. Moreover, domestic manufacturers in particular have been busy launching new product developments in order to boost their sales in a difficult economic climate.
Supermarkets/Hypermarkets Getting Stronger
Share movement in terms of distribution value also continued in 2009. The growth of the supermarket/hypermarket channel seemed unstoppable as consumers increasingly prefer the wide range of products in these outlets, which makes it easy to compare prices, find special offers and attractive value-for-money economy packs while at the same time as doing the weekly grocery shopping.
Stagnation and Decline Predicted
The economic downturn is expected to hamper the performance of alcoholic drinks. As most of the sectors in the Estonian market are already mature, only a few categories can hope to see somewhat more active development. In addition, on a more positive note, tourists, especially Finns, will continue visiting Estonia where alcohol can still be purchased at a cheaper price than at home.
Table of contents
ALCOHOLIC DRINKS IN ESTONIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic Drinks Market in Decline
Consumption Habits Change
Tough Times Fuel Competition
Supermarkets/Hypermarkets Getting Stronger
Stagnation and Decline Predicted
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2009
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Beer Brand 2009 – Saku Originaal
Table 4 Selling Margin of a Typical Wine Brand 2009 – Frankovka
Table 5 Selling Margin of a Typical Spirits Brand 2009 – Viru Valge
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2004-2009
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2004-2009
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2009
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2009
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2009
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2009
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2005-2009
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2009
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2009
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2009-2014
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2009-2014
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2009-2014
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2009-2014
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ESTONIA
A LE COQ TARTU BREWERY LTD - ALCOHOLIC DRINKS - ESTONIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 A Le Coq Tartu Brewery Ltd: Key Facts
Summary 3 A Le Coq Tartu Brewery Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 A Le Coq Tartu Brewery Ltd: Competitive Position 2009
LIIWI HELIIS AS - ALCOHOLIC DRINKS - ESTONIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Liiwi Heliis AS: Key Facts
Summary 6 Liiwi Heliis AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Liiwi Heliis AS: Competitive Position 2009
LIVIKO AS - ALCOHOLIC DRINKS - ESTONIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Liviko AS: Key Facts
Summary 9 Liviko AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Liviko AS: Competitive Position 2009
POLTSAMAA FELIX AS - ALCOHOLIC DRINKS - ESTONIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Poltsamaa Felix AS: Key Facts
Summary 12 Poltsamaa Felix AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
SAKU ÕLLETEHASE AS - ALCOHOLIC DRINKS - ESTONIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Saku Õlletehase AS: Key Facts
Summary 14 Saku Õlletehase AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Saku Õlletehase AS: Competitive Position 2009
BEER IN ESTONIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 16 Lager by Price Band 2009
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2004-2009
Table 23 Sales of Beer by Subsector: Total Value 2004-2009
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
Table 25 Sales of Beer by Subsector: % Total Value Growth 2004-2009
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 30 Beer: Production, Imports and Exports: Total Volume 2003-2008
Table 31 Beer Exports by Country of Destination: Total Volume 2003-2008
Table 32 Beer Exports by Country of Destination: Total Value 2003-2008
Table 33 Beer Imports by Country of Origin: Total Volume 2003-2008
Table 34 Beer Imports by Country of Origin: Total Value 2003-2008
Table 35 Company Shares of Beer by National Brand Owner 2005-2009
Table 36 Company Shares of Beer by Global Brand Owner 2005-2009
Table 37 Brand Shares of Beer 2006-2009
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
Table 39 Forecast Sales of Beer by Subsector: Total Value 2009-2014
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2009-2014
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2009-2014
CIDER/PERRY IN ESTONIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Cider/Perry: Total Volume 2004-2009
Table 43 Sales of Cider/Perry: Total Value 2004-2009
Table 44 Sales of Cider/Perry: % Total Volume Growth 2004-2009
Table 45 Sales of Cider/Perry: % Total Value Growth 2004-2009
Table 46 On-trade vs Off-trade Sales of Cider/Perry: Volume 2004-2009
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Value 2004-2009
Table 48 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2004-2009
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2004-2009
Table 50 Cider/Perry Production, Imports and Exports: Total Volume 2003-2008
Table 51 Cider/Perry Exports by Country of Destination: Total Volume 2003-2008
Table 52 Cider/Perry Exports by Country of Destination: Total Value 2003-2008
Table 53 Cider/Perry Imports by Country of Origin: Total Volume 2003-2008
Table 54 Cider/Perry Imports by Country of Origin: Total Value 2003-2008
Table 55 Company Shares of Cider/Perry by National Brand Owner 2005-2009
Table 56 Company Shares of Cider/Perry by Global Brand Owner 2005-2009
Table 57 Brand Shares of Cider/Perry 2006-2009
Table 58 Forecast Sales of Cider/Perry: Total Volume 2009-2014
Table 59 Forecast Sales of Cider/Perry: Total Value 2009-2014
Table 60 Forecast Sales of Cider/Perry: % Total Volume Growth 2009-2014
Table 61 Forecast Sales of Cider/Perry: % Total Value Growth 2009-2014
RTDS/HIGH-STRENGTH PREMIXES IN ESTONIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2004-2009
Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2004-2009
Table 64 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2004-2009
Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2004-2009
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2004-2009
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2004-2009
Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2004-2009
Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2004-2009
Table 70 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2003-2008
Table 71 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2005-2009
Table 72 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2005-2009
Table 73 Brand Shares of RTDS/High-strength Premixes 2006-2009
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2009-2014
Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2009-2014
Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2009-2014
Table 77 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2009-2014
WINE IN ESTONIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 78 Sales of Wine by Subsector: Total Volume 2004-2009
Table 79 Sales of Wine by Subsector: Total Value 2004-2009
Table 80 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
Table 81 Sales of Wine by Subsector: % Total Value Growth 2004-2009
Table 82 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
Table 83 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
Table 84 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 85 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 86 Wine Production, Imports and Exports: Total Volume 2003-2008
Table 87 Wine Exports by Country of Destination: Total Volume 2003-2008
Table 88 Wine Exports by Country of Destination: Total Value 2003-2008
Table 89 Wine Imports by Country of Origin: Total Volume 2003-2008
Table 90 Wine Imports by Country of Origin: Total Value 2003-2008
Table 91 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
Table 92 Forecast Sales of Wine by Subsector: Total Value 2009-2014
Table 93 Forecast Sales of Wine by Subsector: % Total Volume Growth 2009-2014
Table 94 Forecast Sales of Wine by Subsector: % Total Value Growth 2009-2014
SPIRITS IN ESTONIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 95 Sales of Spirits by Subsector: Total Volume 2004-2009
Table 96 Sales of Spirits by Subsector: Total Value 2004-2009
Table 97 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
Table 98 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
Table 99 Sales of Spirits by On-trade vs Off-trade Split: Volume 2004-2009
Table 100 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009
Table 101 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 102 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 103 Spirits Production, Imports and Exports: Total Volume 2003-2008
Table 104 Spirits Exports by Country of Destination: Total Volume 2003-2008
Table 105 Spirits Exports by Country of Destination: Total Value 2003-2008
Table 106 Spirits Imports by Country of Origin: Total Volume 2003-2008
Table 107 Spirits Imports by Country of Origin: Total Value 2003-2008
Table 108 Whisk(e)y Production, Imports and Exports: Total Volume 2003-2008
Table 109 Brandy & Cognac Production, Imports and Exports: Total Volume 2003-2008
Table 110 Vodka Production, Imports and Exports: Total Volume 2003-2008
Table 111 Gin Production, Imports and Exports: Total Volume 2003-2008
Table 112 Rum Production, Imports and Exports: Total Volume 2003-2008
Table 113 Tequila Production, Imports and Exports: Total Volume 2003-2008
Table 114 Liqueurs Production: Total Volume 2003-2008
Table 115 Other Spirits Production: Total Volume 2003-2008
Table 116 Company Shares of Spirits by National Brand Owner 2005-2009
Table 117 Company Shares of Spirits by Global Brand Owner 2005-2009
Table 118 Brand Shares of Spirits 2006-2009
Table 119 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
Table 120 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
Table 121 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2009-2014
Table 122 Forecast Sales of Spirits by Subsector: % Total Value Growth 2009-2014