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Country Report

Estonia Flag Confectionery in Estonia

| Pages: 63

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • The category is seeing growth as consumers are again willing to pay more for such non-necessity products as chocolate countlines and tablets, whereas they were trying to cut down on these purchases during the recession years. Furthermore, they are buying more of the leading brands within chocolate confectionery, which is fuelling the value sales directly in 2013. The brand image is extremely important within chocolate confectionery as well-known brands are perceived to be of higher quality. In addition, once a customer has become accustomed to a certain brand, he or she tends to stay loyal despite the higher prices and the fact that other, less-known brands are available for a significantly lower price. Of course, when the leading brands are having sales campaigns, the products that are available at a discounted price immediately do well in terms of sales.

COMPETITIVE LANDSCAPE

  • Kalev AS remains the leader within the category with a forecast value share of 39% in 2013. Kalev maintains its position as it is historically known for its quality products and always makes an effort to appeal to the local consumers. Kalev always strongly emphasises the domestic heritage of its products, with many of the company’s leading brands being quite old and carrying a certain value. Furthermore, the company is always investing in developing its product portfolio with constant new product developments that are also strongly supported with marketing activities. Cloetta Fazer AB is expected to rank second in 2013 with 11% value share as the producer has become rather valued by the local consumers, generating the most sales with its well-known Karl Fazer chocolate tablets.

PROSPECTS

  • Although the growth rates are not expected to skyrocket, stable growth will be present as people are becoming more economically confident and more non-necessity purchases such as sweets are being made. As new launches will be seen continuously, people will be willing to splurge a little as they want to stay on top of market trends and try out these new products. In addition, dark chocolate is expected to do better than the category average as it is perceived as somewhat healthier than plain milk chocolate.

Gum

TRENDS

  • Value sales are expected to increase during 2013 and mostly the increase can be attributed to the growing consumer confidence, which allows for Estonians to make purchases that are not considered to be of primary necessity. Furthermore, value sales are also fuelled by the rise in prices – a trend which has been evident in the food market during 2013.

COMPETITIVE LANDSCAPE

  • Wrigley continues in the lead with an expected value share of 76% in 2013. The company has managed to establish a strong position with the well-known brand Orbit which is perceived to be of high quality and is trusted amongst the consumers. Furthermore, the brand is also promoted by the Estonian Dentists’ Association and stands out the most with extensive marketing campaigns with ads on TV and in other media. Cadbury and Leaf Suomi are expected to remain in second and third position with shares of 6% and 4%, respectively.

PROSPECTS

  • The possible launches of premium products are likely to drive value sales upwards throughout the forecast period as consumer confidence continues increasing and people feel more confident to splurge a little when it comes to products that are not considered to be of primary necessity. New standard gum products are also likely to appear and increasing input commodity prices on the world market will have a direct effect on the prices of these gum products, which in turn will fuel value sales of the category.

Sugar Confectionery

TRENDS

  • Sugar confectionery is expected to maintain positive growth in 2013 but lose out to chocolate confectionery as consumers are feeling more confident and trading up towards more expensive products. The positive growth of value sales is mainly attributed to increasing prices. The average consumer tends to prefer chocolate confectionery to hard-boiled candy and this is also showing in the results as the drive to save money is not as strong as it was during the years of recession, meaning that consumers are choosing the more expensive chocolate confectionery over sugar confectionery products.

COMPETITIVE LANDSCAPE

  • Kalev remains the leading producer with a value share of 14% in 2013. Kalev has a well-established brand which is highly trusted by the local consumer. Nevertheless, as sugar confectionery is very fragmented, it is hard for one company to achieve a stronger dominant position. It requires investments for players even to maintain share, and so Kalev has invested a great deal in product innovation and keeping its sugar confectionery brands visible amongst consumers.

PROSPECTS

  • Sugar confectionery is forecast to grow by 2% in constant value CAGR as value sales are expected to reach €24 million by 2018. Only slight growth is foreseen as consumers are moving away from sugar confectionery and trading up towards chocolate confectionery. Nevertheless, stagnation or decline of value sales is not likely to be witnessed as the increasing prices contribute to value sales.

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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

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018
  • Summary 1 Other Chocolate Confectionery: Product Types

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Sugar Confectionery by Category: Volume 2008-2013
  • Table 14 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 15 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 17 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 18 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 19 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 20 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 21 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 22 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 23 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 24 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018
  • Summary 2 Other Sugar Confectionery: Product Types

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Gum by Category: Volume 2008-2013
  • Table 26 Sales of Gum by Category: Value 2008-2013
  • Table 27 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 28 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 29 NBO Company Shares of Gum: % Value 2009-2013
  • Table 30 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 31 Distribution of Gum by Format: % Value 2008-2013
  • Table 32 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 33 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 34 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 35 Forecast Sales of Gum by Category: % Value Growth 2013-2018

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 36 Foodservice Sales of Packaged Food by Category: Volume 2007-2012
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2007-2012
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2012-2017
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2012-2017

IMPULSE AND INDULGENCE PRODUCTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2007-2012
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2007-2012
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2007-2012
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2007-2012
  • Table 44 Company Shares of Impulse and Indulgence Products 2008-2012
  • Table 45 Brand Shares of Impulse and Indulgence Products 2009-2012
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2012-2017
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2012-2017
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2012-2017
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2012-2017

MEAL SOLUTIONS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2007-2012
  • Table 51 Sales of Meal Solutions by Category: Value 2007-2012
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2007-2012
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2007-2012
  • Table 54 Company Shares of Meal Solutions 2008-2012
  • Table 55 Brand Shares of Meal Solutions 2009-2012
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2012-2017
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2012-2017
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2012-2017
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2012-2017

NUTRITION/STAPLES

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2007-2012
  • Table 61 Sales of Nutrition/Staples by Category: Value 2007-2012
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2007-2012
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2007-2012
  • Table 64 Company Shares of Nutrition/Staples 2008-2012
  • Table 65 Brand Shares of Nutrition/Staples 2009-2012
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2012-2017
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2012-2017
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2012-2017
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2012-2017
  • Table 70 Sales of Packaged Food by Category: Volume 2007-2012
  • Table 71 Sales of Packaged Food by Category: Value 2007-2012
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2007-2012
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2007-2012
  • Table 74 GBO Shares of Packaged Food 2008-2012
  • Table 75 NBO Shares of Packaged Food 2008-2012
  • Table 76 NBO Brand Shares of Packaged Food 2009-2012
  • Table 77 Penetration of Private Label by Category 2007-2012
  • Table 78 Sales of Packaged Food by Distribution Format: % Analysis 2007-2012
  • Table 79 Sales of Packaged Food by Category and Distribution Format: % Analysis 2012
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2012-2017
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2012-2017
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2012-2017
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2012-2017

SOURCES

  • Summary 3 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Alfajores
        • 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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