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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

  • The value growth within baked goods in 2014 is mostly taking place because of continual inflation rather than the category itself being dynamic. The inflation is being brought on by rising commodity prices on the world market, affecting the manufacturing, packaging and transportation costs. Baked goods is considered an everyday category in Estonia as bread is consumed daily and the per capita consumption of these products has reached a rather high level. The main category within baked goods is packaged/industrial bread as this will account for the majority of sales in 2014 and sees frequent new launches as demand for constant innovation is high. The launches that gain the most interest are those that follow health trends and offer some beneficial attributes for consumers. Examples of such products are bread made from wholemeal flour and bread containing seeds. Furthermore, fortified bread has become available and was welcomed by consumers when AS Leibur launched its bread with vitamin D. Even with the per capita consumption being high, growing consumer confidence has made Estonians very willing to try out the new products being launched even if they are slightly pricier than regular bread.

COMPETITIVE LANDSCAPE

  • Eesti Pagar AS will continue leading the category with a 27% share in value sales of 2014. The company enjoys high brand-awareness levels in Estonia and is trusted by the local consumer. Furthermore, the company offers a wide selection of products throughout different categories and is constantly investing in new product development. Eesti Pagar is also an active marketer as it provides advertising support to its products via the most important mass media channels. The most successful Eesti Pagar brands are Õnne and Must Vormileib. The second-placed producer in the category is AS Leibur and it will hold a 19% value sales share in 2014. The company’s most successful brands are Tallinna Peenleib and Kirde. Leibur will be followed by Fazer Eesti AS in 2014; this company will have a 14% share of value sales and manages popular brands such as Kodusai and Must Leib.

PROSPECTS

  • Over the forecast period, the baked goods category is expected to continue expanding in terms of new launches, especially those following health trends or those that are influenced by different cuisine and regions. These new launches and increasing unit prices are likely to bring stable yet not dynamic growth rates to baked goods in the forecast period. Furthermore, as consumers are feeling increasingly confident in economic terms, they are making more purchases in premium segments and fuelling value sales with such activity. Despite the positive forecast, growth rates are not expected to be dynamic due to the high level of maturity in baked goods, especially when considering per capita consumption.

Biscuits

TRENDS

  • As consumer purchasing power has started increasing in Estonia as the country has gradually recovered from the recession, people have begun to spend money more freely. This is seen especially in categories like biscuits, which are not necessarily considered a high-priority food for everyday consumption but rather as treats and a purchase made to ease a craving. In 2014 value sales are also being impacted by growing unit prices and changing consumer habits as Estonians continue to make more purchases within the premium segment. Furthermore, the category has continued its dynamism thanks to the many new launches in 2014.

COMPETITIVE LANDSCAPE

  • Groupe Danone will continue to lead sales in 2014 with a 43% value share. The company manages a wide portfolio of products and is best known for brands such as LU, Pim’s, Jaffa Cakes, Domino, Disko and Suklaapisara, among others. These brands are well known and trusted by Estonian consumers and are also supported by heavy advertising activities. Furthermore, the company invests a lot in new product development to remain visible and attract the attention of consumers. The following company in sales terms is Kalev AS, and it will hold an 11% value share in 2014. The local producer is mostly active in chocolate confectionery but has recently launched new biscuit products and is well known for its popular biscuit brand Kalev. Other players in the category have value shares under 10% as the competition is tough and the category is fragmented.

PROSPECTS

  • The constant value sales growth rate of biscuits is expected to be slow in the forecast period but will be aided by the rather high per capita consumption. However, constant value sales growth will mainly be caused by rising unit prices and consumers trading up, as consumer purchasing power is on the rise. New launches are most likely to be seen over the forecast period, often targeted at the premium segment, and are most likely to provide some innovation or interesting new characteristics to attract consumer attention. The most significant threat to biscuits can be seen in the growing popularity of health trends as many people are trying to eat fewer sweets and biscuits as they are substituting the latter with healthier options like fruit.

Breakfast Cereals

TRENDS

  • Breakfast cereals will see positive growth in 2014 as value sales will be boosted by the growing purchasing power among consumers, enabling them to spend more on products in the category. While, during the recession years, consumers were concerned about prices and opted for cheaper products, in 2014 they have increased their purchases of products that are pricier or belong to the premium segment. Furthermore, the rising average unit price will continue to contribute to value sales as commodity prices are seeing inflation and forcing manufacturers to adjust their prices as they try to cope with the rising costs of production, packaging and transportation.

COMPETITIVE LANDSCAPE

  • Kellogg Co will maintain its leadership of breakfast cereals in 2014 with a 29% value share. The company’s brands enjoy very high awareness levels in Estonia and provide a wide product portfolio to choose from. Kellogg Co’s products are among children’s and adults’ favourites in Estonia as these consumers appreciate the quality and taste characteristics of the products. The second-placed player in the category in 2014 will be Cereal Partners Worldwide SA, whose products are also popular among Estonians but the company’s product selection is less extensive compared with the leader Kellogg Co. Both of the leading companies invest in marketing and advertising activities and are using different mass mediums to stay relevant. The most popular brands by the two 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 not expected to see dynamic growth rates over the forecast period as the expected value CAGR at constant 2014 prices is 1%. The limited rate is attributed to the maturity of the category as value growth will mainly come from increasing unit prices and the habit of trading up by consumers. It is also likely that people will start differentiating more between healthy and heavily sugared muesli as health trends promote consuming products with low levels of sugar.

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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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