print

Country Report

Estonia Flag Confectionery in Estonia

| Pages: 47

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Rising health awareness diminishes the general consumption of unhealthy impulse and indulgence products, but on the other hand, improvement in disposable incomes enables consumers to purchase such products. However, despite the magnitude of prevalent health trends, chocolate confectionery remains popular and Estonians love it. Hence, chocolate confectionery continued to see decent growth in 2015. Growth was supported by companies’ activities as well. For example, one influencer of this is price competition and strong discounting amongst larger players (such as Kalev, Cloetta Fazer, Kraft Foods and Laima). Also contributing to the category’s development has been the enlivening introduction of premium-range chocolate confectionery (such as by Kalev, Maiasmokk and Reval Konditeer).

COMPETITIVE LANDSCAPE

  • Kalev maintained its clear leading position within chocolate confectionery with a retail value share of 41% in 2015. The company has acquired remarkable popularity thanks to long presence in the Estonian food industry (its predecessor was established in 1806). Since all the development and production process takes place in Estonia, its products are created in accordance with local preferences. After all, its Kalev brand has been one of the most popular brands for Estonians over several years. Cloetta Fazer ranked second with a retail value share of 11% in 2015. Its brands (such as Karl Fazer and Geisha) are quite popular amongst Estonians thanks to the fact that its chocolate confectionery products were the first “Western” ones introduced in Estonia after the country regained its independence in the early 1990s. Since then, the brands have gained a relatively high image amongst Estonians.

PROSPECTS

  • Offering chocolate confectionery is expected to become more challenging for companies in the coming years. Consumer demands are set to rise as partially due to the health and wellness trend, popularity of cocoa-rich products will grows, since consumers are keen on the claims that these “sweets” might have some positive impacts on health. However, companies take into account the fluctuating essence of cocoa prices and even if disposable incomes are set to grow, too rapid a price increase will harm the consumption. Despite this, decent positive growth is projected for chocolate confectionery over the forecast period.

Gum

TRENDS

  • Gum continued to see moderate value and volume growth in 2015. Improvement in disposable incomes made a major contribution to this. Still, gum is a relatively mature category in Estonia, and as such it struggles to acquire new customers, a fact which prevents higher growth.

COMPETITIVE LANDSCAPE

  • Wrigley totally dominates gum in Estonia, accounting for a retail value share of 72% in 2015. The player offers the most popular gum brand, Orbit, which has acquired popularity thanks to its international scope and massive global spending on marketing. Hence, the company has been occasionally launching expensive television advertisements in Estonia as well. Furthermore, Orbit is being promoted as it is favoured by the dentists/stomatologists. Accompanied by an attractive price range, Orbit gum products have acquired popularity in Estonia. Other players with noteworthy importance are Cadbury with a retail value share of 6% and Leaf Suomi with a 4% value share in 2015.

PROSPECTS

  • Gum often creates contradictory evaluations from consumers as some believe that some of its ingredients might be harmful to health whilst others believe that sugar-free gum helps to prevent some oral health issues. The first belief is amplified by media whilst the other belief is based on seeing commercials that suggest that gum recommended by dentists (or actors playing dentists). It should be noted that the public attitude towards chewing gum is expected to become worse in Estonia in next years, caused by littering of chewed products and the fact that more people consider chewing gum to be rude or arrogant. Despite that, it will be very difficult for gum consumers to give up the habit of chewing gum.

Sugar Confectionery

TRENDS

  • Sugar confectionery saw moderate growth in 2015 thanks to some improvement in disposable incomes supporting its consumption. New product development is playing a significant role in fuelling sales as Estonians are very prone to try out new launches. Still, despite that, sugar confectionery has been facing some maturity and also negative pressure from the evolving health and wellness trend, which is leading some consumers to diminish their consumption of these unhealthy goods.

COMPETITIVE LANDSCAPE

  • Thanks to there being several relatively strong players within the category, no company has clear dominance in sugar confectionery. Still, Kalev maintained its lead with a projected retail value share of 16% in 2015. Although its primary focus is on chocolate confectionery, Kalev has enough capacity to offer a wide range of sugar confectionery as well. In addition, thanks to its very long presence in the country the company has gained the trust of consumers. Haribo followed Kalev with a retail value share of 13% in 2015; it offers the very popular Haribo jellies range.

PROSPECTS

  • Growth in consumption of sugar confectionery is projected for the coming years. Addictive essence of sugar makes it irresistible for consumers and this will withstand even a greater trend towards healthier lifestyle. Despite that, companies will put the focus of new product development on introducing sugar confectionery products which are perceived to be healthier. This would include fewer artificial ingredients, but they will also be trying to find suitable methods for diminishing sugar content in products.

GET MORE FOR LESS!


For orders of 3 or more reports, in addition to your multi-purchase discount, we will provide any strategy or global briefing absolutely free.

Please contact a web site agent using the chat box or complete the form here to receive your free strategic briefing. 



Samples (FAQs about samples):

doc_pdf.pngSample Confectionery Market Research Report

doc_excel_table.pngSample Confectionery Data

Delivery: Files are delivered directly into your account within a few minutes of purchase.

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

  • Summary 1 Other Chocolate Confectionery: Product Types
  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2010-2015
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2010-2015
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2010-2015
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2010-2015
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2011-2015
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2012-2015
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2010-2015
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2015-2020
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2015-2020
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2015-2020
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2015-2020

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2010-2015
  • Table 14 Sales of Gum by Category: Value 2010-2015
  • Table 15 Sales of Gum by Category: % Volume Growth 2010-2015
  • Table 16 Sales of Gum by Category: % Value Growth 2010-2015
  • Table 17 NBO Company Shares of Gum: % Value 2011-2015
  • Table 18 LBN Brand Shares of Gum: % Value 2012-2015
  • Table 19 Distribution of Gum by Format: % Value 2010-2015
  • Table 20 Forecast Sales of Gum by Category: Volume 2015-2020
  • Table 21 Forecast Sales of Gum by Category: Value 2015-2020
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2015-2020
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2015-2020

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Summary 2 Other Sugar Confectionery: Product Types
  • Table 24 Sales of Sugar Confectionery by Category: Volume 2010-2015
  • Table 25 Sales of Sugar Confectionery by Category: Value 2010-2015
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2010-2015
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2010-2015
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2010-2015
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2011-2015
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2012-2015
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2010-2015
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2015-2020
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2015-2020
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2015-2020
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2015-2020

Packaged Food in Estonia - Industry Context

EXECUTIVE SUMMARY

Competition and improving disposable incomes contribute to growth

Rising consumer demands challenge manufacturers

Complications in export possibilities boosts competition

Considerable steps are made towards internet retailing

Rather positive performance is expected in the forecast period

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020

MARKET DATA

  • Table 40 Sales of Packaged Food by Category: Volume 2010-2015
  • Table 41 Sales of Packaged Food by Category: Value 2010-2015
  • Table 42 Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 43 Sales of Packaged Food by Category: % Value Growth 2010-2015
  • Table 44 GBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 45 NBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 46 LBN Brand Shares of Packaged Food: % Value 2012-2015
  • Table 47 Penetration of Private Label by Category: % Value 2010-2015
  • Table 48 Distribution of Packaged Food by Format: % Value 2010-2015
  • Table 49 Distribution of Packaged Food by Format and Category: % Value 2015
  • Table 50 Forecast Sales of Packaged Food by Category: Volume 2015-2020
  • Table 51 Forecast Sales of Packaged Food by Category: Value 2015-2020
  • Table 52 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
  • Table 53 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020

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 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
  • Analysis by Type
  • Pricing
  • 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

print

Recently Viewed Items more ›

    Want to find out more about this report?

    If you purchase a report that is updated in the next 60 days, we will send you the new edition of the report and the data extract FREE!
    Our site uses cookies to improve functionality. Continue if you are happy with this or learn how to manage cookies by clicking here