Soft Drinks in Estonia
Euromonitor International's Soft 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: 133 | Publication date: Apr 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
The peak of economic activity has passed
Consumer confidence in Estonia is strong due to the low employment level and the favourable general economic situation. Low interest rates have facilitated growth in domestic demand based on bank loans. A rapid income growth has brought on a growing demand for soft drinks. For retailers in Estonia as well as the whole economy, 2006 was a year of record growth rates. Economic growth slowed down in 2007 according to leading Estonian economic analysts.
Health awareness in Estonia increases
The key 2007 trend was increasing awareness of healthy eating. In soft drinks this trend has resulted in consumers replacing carbonates with bottled water or RTD tea. Manufacturers are adding vitamins to juices and energy drinks to make them more attractive to consumers. Low calorie cola carbonates is also gaining popularity.
Competition in soft drinks is tight
The competition in the Estonian market for soft drinks was aggressive during the review period. There are many choices available 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. Estonians prefer domestic brands and it is hard for newcomers to enter the market. To gain a noticeable share in Estonia, companies entering soft drinks must advertise aggressively or supply low-price products to a price-sensitive segment of the population.
The key new product developments mainly occurred in bottled water and fruit/vegetable juice in 2007. For example, Poltsamaa Felix AS launched a Poltsamaa premium 100% juice product line that offers good quality for higher-than-usual unit prices. The premium segment of fruit/vegetable juice was previously underdeveloped amongst domestic producers, as most of the premium brands were international.
Supermarkets/hypermarkets continues to increase its distribution share
The changes in distribution patterns in Estonia from 2000 through 2007 had a positive effect on soft drinks sales. The most important change was an increase in the volume share of supermarkets/hypermarkets, whilst the volume shares of small retailers decreased. The number of supermarkets/hypermarkets increased considerably in 2006-2007. Supermarkets/hypermarkets offer a wide variety of soft drinks and are convenient because people can obtain all necessary products from one place. Estonians also like to buy large quantities at once, and companies are offering economy packs of water and lemonade in supermarkets/hypermarkets.
Table of contents
SOFT DRINKS IN ESTONIA : MARKET INSIGHT
EXECUTIVE SUMMARY
The peak of economic activity has passed
Health awareness in Estonia increases
Competition in soft drinks is tight
Supermarkets/hypermarkets continues to increase its distribution share
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
A LE COQ AS
Strategic Direction
Key Facts
Summary 1 A Le Coq AS: Key Facts
Summary 2 A Le Coq AS: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 3 A Le Coq AS: Competitive Position 2007
SAKU ÕLLETEHASE AS
Strategic Direction
key Facts
Summary 4 Saku Õlletehase AS: Key Facts
Summary 5 Saku Õlletehase AS: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 6 Saku Õlletehase AS: Competitive Position 2007
CARBONATES IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 28 Low Calorie Carbonates by Subsector
Table 29 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 30 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 31 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 32 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 33 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 34 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 35 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 36 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 37 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 38 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 39 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 40 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 41 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 42 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 43 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 44 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 45 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 46 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 47 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 48 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 49 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 50 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 51 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 52 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 53 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 54 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 55 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 56 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Appendix
Table 57 Sales of Bottled Water to Institutional Channel 2003-2007
Sector Data
Table 58 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 59 Off-trade Sales of Bottled Water: Value 2002-2007
Table 60 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 61 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 62 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 63 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 64 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 65 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 66 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 67 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 68 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 69 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 70 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 71 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 72 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 73 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 74 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 75 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 76 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 77 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 78 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 79 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 80 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 81 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Appendix
Summary 7 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Sector Data
Table 82 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 83 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 84 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 85 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 86 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 87 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 88 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 89 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 90 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 91 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 92 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 93 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 94 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 95 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 96 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 97 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 98 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 99 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 100 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 101 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 102 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 103 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN ESTONIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 104 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 105 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 106 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 107 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 108 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 109 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 110 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 111 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 112 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 113 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 114 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 115 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012
APPENDIX
Table 116 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 117 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 118 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 119 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 120 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 121 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 122 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 123 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 124 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 125 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 8 Research Sources