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Country Report

Estonia Flag Bakery in Estonia

| Pages: 63

Price: US$1,900

About this Report

Executive Summary

Baked Goods

TRENDS

  • Value sales growth for baked goods in 2013 will be mostly attributable to a unit price increase as the category becomes rather mature in Estonia. Although a more dynamic growth for the category is not expected, sales are maintained as regular bread is an integral part of an Estonian’s everyday diet. Thus, the major category within baked goods is packaged/industrial bread, which is expected to account for the majority of value sales in 2013. This category also sees rather frequent new launches and consumers have become accustomed to this, pushing producers into maintaining innovation. Products that offer some kind of health attributes are especially popular among consumers. Such products might be, for example, bread made from wholewheat flour or containing seeds. The fact that consumer confidence grew over the review period has made Estonians even more willing to try new products, even if they might be slightly more expensive than plain bread. Producers of baked goods, like any other area of the food industry, also have to deal with increasing commodity and production costs, which in turn is leading to inflation within the category.

COMPETITIVE LANDSCAPE

  • Eesti Pagar is expected to lead the market in 2013 with a 26% value share. The company has established a well-known and trusted brand with a large product portfolio across all the categories within baked goods. Furthermore, the company invests a great deal in developing new products and making sure that its products are very visible through maintaining strategic marketing campaigns. Its most successful brands are Õnne and Must Vormileib. The leading producer is followed by AS Leibur and Fazer Eesti with expected value shares of 19% and 14% respectively in 2013. AS Leibur’s most popular brands in Estonia are Tallinna Peenleib and Kirde. Fazer Eesti’s most successful brands are Kodusai and Must Leib.

PROSPECTS

  • Constant innovation within the category is likely to continue to be an important aspect throughout the forecast period. This combined with increasing unit prices is expected to keep value sales steady, whereas more dynamic growth is not expected due to the maturity of the category. Products that are seen as healthy are likely to become increasingly popular and producers will seek to respond to this demand. Many new products may be launched in the upper price range, thus directly fuelling value sales and helping to maintain marginal growth.

Biscuits

TRENDS

  • As consumers begin to feel more confident about the stabilisation of the country’s economy, an increasing number of purchases in categories that were not considered as first priority are being made. Biscuits were not seen as a priority during the difficult years of the economic downturn as the product is more of a treat rather than a necessity. In addition, many biscuits belong to the standard and premium price ranges and economy biscuits are often not considered very tasty. In addition, another reason behind the growth in value sales is general inflation in Estonian food prices, resulting from rising commodity and production costs.

COMPETITIVE LANDSCAPE

  • Groupe Danone is expected to maintaining the lead in 2013 with a 43% value share. The company holds a large product portfolio with well-known brands such as LU, Pim’s, Jaffa Cakes, Domino, Disko and Suklaapisara, among others. These brands are well known and very popular with Estonians. The company also invests a great deal in advertising and regularly launches new products to maintain consumer interest. Second place is expected to be held by the domestic company Kalev AS, holding an 11% value share. For Kalev AS, the most popular biscuit brand is Kalev, which offers plain biscuits in various flavours. Private label is also present in the category, and expected to hold a value share of 7% in 2013. These products are offered by major retailers such as Prisma Peremarket, Rimi and Maxima.

PROSPECTS

  • Value sales of biscuits grew steadily over the second half of the review period but this growth is expected to slow down over the forecast period as sales reach pre-economic crisis levels and further dynamic growth, especially regarding retail volume sales, is very unlikely. Value growth will be mostly attributable to increasing prices and changing consumer habits. Consequently, consumers are expected to continue trading up as they feel confident to do so while disposable incomes are expected to increase. As the category approached its potential regarding volume sales towards the end of the review period, new launches are likely to be of an innovative nature, offering new flavours or other characteristics to attract consumer attention.

Breakfast Cereals

TRENDS

  • Breakfast cereals are being positively impacted by growing consumer confidence as the country’s economy recovers from the volatile state brought on by the recession. Consumers are becoming more confident in changing their purchasing habits as they start to trade up and buy products that were not considered to be of primary necessity during the downturn years. Nevertheless, some of the growth should be attributed to increasing unit prices brought on by rising commodity prices on the world markets, which are forcing producers to adjust prices.

COMPETITIVE LANDSCAPE

  • Kellogg is expected to remain as the leading company in 2013 with a 29% value share. The company’s products enjoy very good awareness levels among Estonian consumers and it also has a rather wide product portfolio available in the country. Consumers like these products for their good taste and quality and they are especially popular among families with children. Second place in the category is expected to be held by Cereal Partners Worldwide with a 20% value share. This company is also well known among Estonians but it holds a smaller product selection compared to the leader. Both of the leading companies invest in marketing activities and have a presence in several media channels, mostly commonly TV and print. The most popular brands of these companies are Kellogg’s Special K and Kellogg’s Corn Flakes from Kellogg, and Fitness and Cini Minis from Cereal Partners Worldwide.

PROSPECTS

  • Value sales of breakfast cereals are expected to grow at a CAGR rate of 1% over the forecast period as the category has become rather mature in Estonia. All the categories are expected to see value growth in constant terms over the forecast period, but muesli is likely to do somewhat better as the trend towards healthy eating prevails. Despite this, not all muesli products will be popular as consumers differentiate healthy and heavily-sugared muesli. The latter is not considered to be healthy but rather high in calories and carbohydrates.

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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 2008-2013
  • Table 2 Sales of Baked Goods by Category: Value 2008-2013
  • Table 3 Sales of Baked Goods by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Baked Goods by Category: % Value Growth 2008-2013
  • Table 5 Sales of Packaged/Industrial Cakes by Single Portion vs Multi-pack: % Value 2008-2013
  • Table 6 NBO Company Shares of Baked Goods: % Value 2009-2013
  • Table 7 LBN Brand Shares of Baked Goods: % Value 2010-2013
  • Table 8 Distribution of Baked Goods by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Baked Goods by Category: Volume 2012-2017
  • Table 10 Forecast Sales of Baked Goods by Category: Value 2012-2017
  • Table 11 Forecast Sales of Baked Goods by Category: % Volume Growth 2012-2017
  • Table 12 Forecast Sales of Baked Goods by Category: % Value Growth 2012-2017

BISCUITS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Biscuits by Category: Volume 2008-2013
  • Table 14 Sales of Biscuits by Category: Value 2008-2013
  • Table 15 Sales of Biscuits by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Biscuits by Category: % Value Growth 2008-2013
  • Table 17 NBO Company Shares of Biscuits: % Value 2009-2013
  • Table 18 LBN Brand Shares of Biscuits: % Value 2010-2013
  • Table 19 Distribution of Biscuits by Format: % Value 2008-2013
  • Table 20 Forecast Sales of Biscuits by Category: Volume 2012-2017
  • Table 21 Forecast Sales of Biscuits by Category: Value 2012-2017
  • Table 22 Forecast Sales of Biscuits by Category: % Volume Growth 2012-2017
  • Table 23 Forecast Sales of Biscuits by Category: % Value Growth 2012-2017

BREAKFAST CEREALS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Breakfast Cereals by Category: Volume 2008-2013
  • Table 25 Sales of Breakfast Cereals by Category: Value 2008-2013
  • Table 26 Sales of Breakfast Cereals by Category: % Volume Growth 2008-2013
  • Table 27 Sales of Breakfast Cereals by Category: % Value Growth 2008-2013
  • Table 28 NBO Company Shares of Breakfast Cereals: % Value 2009-2013
  • Table 29 LBN Brand Shares of Breakfast Cereals: % Value 2010-2013
  • Table 30 Distribution of Breakfast Cereals by Format: % Value 2008-2013
  • Table 31 Forecast Sales of Breakfast Cereals by Category: Volume 2012-2017
  • Table 32 Forecast Sales of Breakfast Cereals by Category: Value 2012-2017
  • Table 33 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2012-2017
  • Table 34 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2012-2017

Packaged Food in Estonia - Industry Context

EXECUTIVE SUMMARY

Estonian market stable after GDP growth for three consecutive years

Modern grocery retailers continue to expand

Estonian food market expected to consolidate over coming years

Producers make meeting consumers’ needs a priority

Dynamic growth not expected over coming years

FOODSERVICE

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

Category Data

  • Table 35 Foodservice Sales of Packaged Food by Category: Volume 2007-2012
  • Table 36 Foodservice Sales of Packaged Food by Category: % Volume Growth 2007-2012
  • Table 37 Forecast Foodservice Sales of Packaged Food by Category: Volume 2012-2017
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2012-2017

IMPULSE AND INDULGENCE PRODUCTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 39 Sales of Impulse and Indulgence Products by Category: Volume 2007-2012
  • Table 40 Sales of Impulse and Indulgence Products by Category: Value 2007-2012
  • Table 41 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2007-2012
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Value Growth 2007-2012
  • Table 43 Company Shares of Impulse and Indulgence Products 2008-2012
  • Table 44 Brand Shares of Impulse and Indulgence Products 2009-2012
  • Table 45 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2012-2017
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Value 2012-2017
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2012-2017
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2012-2017

MEAL SOLUTIONS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 49 Sales of Meal Solutions by Category: Volume 2007-2012
  • Table 50 Sales of Meal Solutions by Category: Value 2007-2012
  • Table 51 Sales of Meal Solutions by Category: % Volume Growth 2007-2012
  • Table 52 Sales of Meal Solutions by Category: % Value Growth 2007-2012
  • Table 53 Company Shares of Meal Solutions 2008-2012
  • Table 54 Brand Shares of Meal Solutions 2009-2012
  • Table 55 Forecast Sales of Meal Solutions by Category: Volume 2012-2017
  • Table 56 Forecast Sales of Meal Solutions by Category: Value 2012-2017
  • Table 57 Forecast Sales of Meal Solutions by Category: % Volume Growth 2012-2017
  • Table 58 Forecast Sales of Meal Solutions by Category: % Value Growth 2012-2017

NUTRITION/STAPLES

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 59 Sales of Nutrition/Staples by Category: Volume 2007-2012
  • Table 60 Sales of Nutrition/Staples by Category: Value 2007-2012
  • Table 61 Sales of Nutrition/Staples by Category: % Volume Growth 2007-2012
  • Table 62 Sales of Nutrition/Staples by Category: % Value Growth 2007-2012
  • Table 63 Company Shares of Nutrition/Staples 2008-2012
  • Table 64 Brand Shares of Nutrition/Staples 2009-2012
  • Table 65 Forecast Sales of Nutrition/Staples by Category: Volume 2012-2017
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Value 2012-2017
  • Table 67 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2012-2017
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2012-2017
  • Table 69 Sales of Packaged Food by Category: Volume 2007-2012
  • Table 70 Sales of Packaged Food by Category: Value 2007-2012
  • Table 71 Sales of Packaged Food by Category: % Volume Growth 2007-2012
  • Table 72 Sales of Packaged Food by Category: % Value Growth 2007-2012
  • Table 73 GBO Shares of Packaged Food 2008-2012
  • Table 74 NBO Shares of Packaged Food 2008-2012
  • Table 75 NBO Brand Shares of Packaged Food 2009-2012
  • Table 76 Penetration of Private Label by Category 2007-2012
  • Table 77 Sales of Packaged Food by Distribution Format: % Analysis 2007-2012
  • Table 78 Sales of Packaged Food by Category and Distribution Format: % Analysis 2012
  • Table 79 Forecast Sales of Packaged Food by Category: Volume 2012-2017
  • Table 80 Forecast Sales of Packaged Food by Category: Value 2012-2017
  • Table 81 Forecast Sales of Packaged Food by Category: % Volume Growth 2012-2017
  • Table 82 Forecast Sales of Packaged Food by Category: % Value Growth 2012-2017

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
          • 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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