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Country Report

Estonia Flag Bakery in Estonia

| Pages: 63

Price: US$2,100

About this Report

Executive Summary

Baked Goods

TRENDS

  • Although baked goods (especially bread) is a mature category, companies still pay considerable attention to new product development. After all, Estonians tend to be very attracted by new and interesting launches. For example, growing popularity of non-wheat baked goods can be seen. This appears to be due to greater concerns regarding gluten intolerance. This is popular even if consumers do not suffer with this issue. Wheat is also believed to be one of the major foodstuffs causing obesity. White bread based (partially) on whole grain is perceived to be notably healthier than regular format even if the actual difference between the two is negligible. In addition, fortified products are also received well, while products such as with added vitamins, bran, seeds, etc. are all attracting the attention of consumers. Nevertheless, although the impact of health awareness shapes baked goods strongly, the final decision of consumers is still based on pleasant taste attributes.

COMPETITIVE LANDSCAPE

  • Eesti Pagar AS is expected to lead baked goods in Estonia, with a retail value share of 28% in 2015. The company offers a wide range of baked goods in various categories. The popularity of Eesti Pagar has been accumulated thanks to its long presence on the market, supported by high investment in marketing and constant new product development. Leibur AS is expected to rank second, with a retail value share of 21% in 2015, followed by Fazer Eesti AS with retail value share of 14%. Both players offer a wide range of well-marketed baked goods, with their primary focus on bread.

PROSPECTS

  • A rather positive outlook for baked goods is expected over the coming years. Although growing health concerns might harm the performance of wheat-containing products, the actual demand for baked goods remains and even grows thanks to the convenience trend (as baked goods, which do not require additional preparation, might be used as carbohydrate-based side dishes). Furthermore, constant new product development attracts consumers and enables them to more easily find healthier alternatives. Therefore, the perceived healthiness of some baked products will be higher than in the case of conventional carbohydrate-based meal sides (such as pasta, rice and potato). This, in turn, increases the attractiveness of sandwich-based meals. In addition, the expected increase in living standards enables growth in the consumption of rather expensive baked goods, such as cakes.

Breakfast Cereals

TRENDS

  • Breakfast cereals is expected to see moderate growth in 2015, with the primary growth supporter being improvement in living standards. However, the category has been facing strong maturity, especially hot cereals (porridge), which have been consumed for decades in Estonia and which peaked in popularity during the Soviet era. Still, the latest health and wellness trends have been gradually leading consumers back to these thanks to attractive nutritive value.

COMPETITIVE LANDSCAPE

  • Kellogg Co is expected to lead sales with a retail value share of 29% in 2015. The company offers world-famous children’s and family breakfast cereals, which have been well received in Estonia. The company has been present in the country since the 1990s and since then, considerable investment in advertising has been made. The second leading player is another multinational company, Cereal Partners Worldwide SA, with a projected retail value share of 21% in 2015. The company offers quite a wide range of breakfast cereals as well, such as Fitness, Cini Minis and Cheerios.

PROSPECTS

  • The consumption of breakfast cereals is expected to increase over the forecast period, with support emerging due to improving living standards and evolving health awareness. The latter will primarily support the consumption of hot cereals. As a result, more Estonians will replace their most popular breakfast meal – sandwiches – with porridge, which is considered to be a healthier alternative. This trend will also impact new product development within breakfast cereals.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bakery industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bakery industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bakery in Estonia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bakery in Estonia?
  • What are the major brands in Estonia?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Bakery in Estonia - Category Analysis

BAKED GOODS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Baked Goods by Category: Volume 2009-2014
  • Table 2 Sales of Baked Goods by Category: Value 2009-2014
  • Table 3 Sales of Baked Goods by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Baked Goods by Category: % Value Growth 2009-2014
  • Table 5 Sales of Packaged/Industrial Cakes by Single Portion vs Multi-pack: % Value 2009-2014
  • Table 6 NBO Company Shares of Baked Goods: % Value 2010-2014
  • Table 7 LBN Brand Shares of Baked Goods: % Value 2011-2014
  • Table 8 Distribution of Baked Goods by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Baked Goods by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Baked Goods by Category: Value 2014-2019
  • Table 11 Forecast Sales of Baked Goods by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Baked Goods by Category: % Value Growth 2014-2019

BISCUITS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Biscuits by Category: Volume 2009-2014
  • Table 14 Sales of Biscuits by Category: Value 2009-2014
  • Table 15 Sales of Biscuits by Category: % Volume Growth 2009-2014
  • Table 16 Sales of Biscuits by Category: % Value Growth 2009-2014
  • Table 17 NBO Company Shares of Biscuits: % Value 2010-2014
  • Table 18 LBN Brand Shares of Biscuits: % Value 2011-2014
  • Table 19 Distribution of Biscuits by Format: % Value 2009-2014
  • Table 20 Forecast Sales of Biscuits by Category: Volume 2014-2019
  • Table 21 Forecast Sales of Biscuits by Category: Value 2014-2019
  • Table 22 Forecast Sales of Biscuits by Category: % Volume Growth 2014-2019
  • Table 23 Forecast Sales of Biscuits by Category: % Value Growth 2014-2019

BREAKFAST CEREALS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Breakfast Cereals by Category: Volume 2009-2014
  • Table 25 Sales of Breakfast Cereals by Category: Value 2009-2014
  • Table 26 Sales of Breakfast Cereals by Category: % Volume Growth 2009-2014
  • Table 27 Sales of Breakfast Cereals by Category: % Value Growth 2009-2014
  • Table 28 NBO Company Shares of Breakfast Cereals: % Value 2010-2014
  • Table 29 LBN Brand Shares of Breakfast Cereals: % Value 2011-2014
  • Table 30 Distribution of Breakfast Cereals by Format: % Value 2009-2014
  • Table 31 Forecast Sales of Breakfast Cereals by Category: Volume 2014-2019
  • Table 32 Forecast Sales of Breakfast Cereals by Category: Value 2014-2019
  • Table 33 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
  • Table 34 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2014-2019

Packaged Food in Estonia - Industry Context

EXECUTIVE SUMMARY

Value growth seen as consumer confidence continues to grow

New product launches offer innovation

Tough competition expected to bring consolidation

Modern grocery retailers continue to dominate

Dynamic growth for forecast period is not expected

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive landscape

Prospects

Category data

  • Table 35 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 36 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 37 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive landscape

Prospects

Category data

  • Table 39 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 40 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 41 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 43 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 44 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 45 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive landscape

Prospects

Category data

  • Table 49 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 50 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 51 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 52 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 53 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 54 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 55 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 56 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 57 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive landscape

Prospects

Category data

  • Table 59 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 60 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 61 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 63 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 64 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 65 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 67 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 69 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 70 Sales of Packaged Food by Category: Value 2009-2014
  • Table 71 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 72 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 73 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 74 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 75 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 76 Penetration of Private Label by Category: % Value 2009-2014
  • Table 77 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 78 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 79 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 80 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 81 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 1 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Bakery
      • Baked Goods
        • Bread
          • Bread Substitutes
          • Packaged/Industrial Bread
          • Unpackaged/Artisanal Bread
        • Cakes
          • Packaged/Industrial Cakes
          • Unpackaged/Artisanal Cakes
        • Pastries
          • Packaged/Industrial Pastries
          • Unpackaged/Artisanal Pastries
      • Biscuits
        • Savoury Biscuits and Crackers
        • Sweet Biscuits
          • Alfajores
          • Chocolate Coated Biscuits
          • Cookies
          • Filled Biscuits
          • Plain Biscuits
          • Sandwich Biscuits
      • Breakfast Cereals
        • Hot Cereals
        • RTE Cereals
          • Children's Breakfast Cereals
          • Family Breakfast Cereals
            • Flakes
            • Muesli
            • Other RTE Cereals

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Products by Ingredient
  • Single Portion vs Multi-portion

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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