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Country Report

Estonia Flag Confectionery in Estonia

| Pages: 65

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Sales of chocolate confectionery in Estonia are registering healthy growth as the disposable incomes of increasing numbers of Estonian consumers have continued to increase during the post recessionary period and impulse and indulgence products such as chocolate confectionery are being purchased on a more frequent basis. This has been also noticed by the leading producers in the category as they are very active with regards to new product launches, which are now being seen on a much more regular basis in chocolate confectionery in Estonia. Estonian consumers tend to be very loyal to their favourite confectionery brands, but at the same time they are also very willing to try out the many new variations and flavours that are being launched. The bulk of value sales in chocolate confectionery in Estonia are in the hands of well-known brands and it is usually rather difficult for small and unknown brands to gain consumer trust as brand image is very important. Estonian consumers are generally happy to trust the quality of well-known brands and this means that they tend to stay loyal to what they know, even if the prices charged for these famous brands are slightly higher than the prices charged for similar product under less well-known brands.

COMPETITIVE LANDSCAPE

  • Kalev AS is set to remain the leading player in chocolate confectionery in 2014 with a 40% value share. The company has a strong historical presence in Estonia and is highly valued by local consumers. The manufacturer also has a good knowledge and understanding of local tastes and preferences and this makes it quick to answer the demands of consumers. Kalev always places a strong emphasises on the domestic heritage of its products and brands, with many of the company’s leading brands having been available for generations and for this reason they carry a certain level of value. The company also invests a substantial amount in marketing activities and remains one of the biggest advertisers in Estonia with advertising campaigns across several different media including television, outdoor, print, internet and radio. Cloetta Fazer AB is set to rank second in the category in 2014 with a value share of 11%. This company has become very well known in recent years and highly valued by Estonian consumers as its Karl Fazer brand is among the most popular in tablets in Estonia.

PROSPECTS

  • Chocolate confectionery in Estonia is expected to record positive growth over the forecast period as the economic confidence of Estonia’s population continues to grow and impulse purchases such as chocolate confectionery are being made on a more regular basis. Furthermore, numerous new product launches are expected to appear in the category, attracting significant levels of consumer interest and providing a boost to the category as a whole. The popularity of dark chocolate is also expected to increase in Estonia over the forecast period as it is being promoted as a healthier alternative to other types of confectionery and many Estonian consumers have developed a perception of dark chocolate as being beneficial to the health.

Gum

TRENDS

  • Value sales of gum are expected to register positive growth in Estonia during 2014 as consumers are feeling more confident about the economic situation and this led them to continuously increase their budgets for packaged food categories which are not generally considered to be of primary importance. Furthermore, sales in the category were also positively influenced by new launches which generated immediate consumer interest, especially as some of these launches can be considered to be premium gum products, which justified their slightly higher than average unit prices.

COMPETITIVE LANDSCAPE

  • Wrigley is set to maintain its leading position in gum in Estonia in 2014 with a value share of 76%. The company has been able to establish and maintain a strong position with its popular Orbit brand, which is perceived to offer high quality at reasonable prices. Furthermore, Orbit is officially promoted by the Estonian Dentists’ Association and has received heavy advertising support, making it a very visible brand on television and across various different media in Estonia. Following in second position in 2014 are Cadbury and Leaf Suomi, with respective retail value shares of 6% and 4%.

PROSPECTS

  • Gum is expected to register positive growth in Estonia over the forecast years and it is expected that new standard and premium brands will appear in the category during the forecast period. These new brands can be expended to be reasonably well received by Estonian consumers as they feel increasingly confident spending money on non-essential products. Furthermore, rising commodity prices at global level are also likely to be among the leading factors driving value growth in gum upwards during the forecast period. Gum with natural sweeteners which have not been heavily used in gum production earlier could also appear in Estonia. For example, stevia has the potential to become an very important ingredient, bolstering demand for new launches featuring this new sweetener during the forecast period.

Sugar Confectionery

TRENDS

  • Sugar confectionery is expected to maintain positive growth during 2014 as the category has recently seen several new product launches which have generated high levels of consumer interest. Furthermore, as many Estonian consumers are now feeling more confident about their economic circumstances, they are feeling more secure about purchasing products from categories such as sugar confectionery which are generally not considered to be of primary necessity. Also, as consumer purchasing power is now at an acceptable level, not only are Estonian consumers increasing their purchases of sugar confectionery, they are also looking more to pricier products, a trend which is also having a positive effect on value growth. Nevertheless, the average Estonian consumer tends to prefer chocolate confectionery to sugar confectionery categories such as boiled sweets and chocolate confectionery continues to maintain a strong lead over sugar confectionery in terms of both value and volume sales because of this.

COMPETITIVE LANDSCAPE

  • Kalev AS is set to maintain its leading position in sugar confectionery in 2014 with a value share of 16%. Kalev is a brand which is very well know and trusted by Estonian consumers. However, as sugar confectionery is a very fragmented category and as there are numerous manufacturers present, it is hard for one producer to gain a dominant position. Kalev is known mostly for its Karamell range of boiled sweets and also for the Draakon range of chews, which appeals more to younger consumers.

PROSPECTS

  • Sugar confectionery is not expected to record dynamic growth during the forecast period as increasing numbers of Estonian people are becoming increasingly confident about their financial positions and this is leading them to purchase chocolate confectionery even if this is pricier in comparison with sugar confectionery. However, it is not expected that value sales of sugar confectionery will decline or stagnate during the forecast period as price inflation is set to ill continue having an influence on value growth rates.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery 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 Confectionery industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery 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 Confectionery in Estonia?
  • What are the major brands in Estonia?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

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

Confectionery in Estonia - Category Analysis

CHOCOLATE CONFECTIONERY IN ESTONIA

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2009-2014
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2009-2014
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2009-2014
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2010-2014
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2011-2014
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2014-2019
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019
  • Summary 1 Other Chocolate Confectionery: Product Types

GUM IN ESTONIA

Headlines

Trends

Competitive Landscape

Prospects

Category Data

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

SUGAR CONFECTIONERY IN ESTONIA

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Sugar Confectionery by Category: Volume 2009-2014
  • Table 25 Sales of Sugar Confectionery by Category: Value 2009-2014
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2009-2014
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2009-2014
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2009-2014
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2010-2014
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2011-2014
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2009-2014
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2014-2019
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2014-2019
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2014-2019
  • Summary 2 Other Sugar Confectionery: Product Types

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 36 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 39 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 40 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 49 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 50 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 51 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 59 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 60 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 61 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 71 Sales of Packaged Food by Category: Value 2009-2014
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 74 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 75 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 77 Penetration of Private Label by Category: % Value 2009-2014
  • Table 78 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 3 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

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
  • Analysis by Type
  • Products by Ingredient

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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