Executive Summary

Nov 2018
PROSPECTS
The performances of packaged and unpackaged products expected to diverge

The forecast period is expected to see a divergence of the performances between packaged and unpackaged products across the various baked goods categories. Unpackaged formats are likely to perform better in volume terms in leavened bread and pastries.

More consumers interested in gluten free nutrition

One of the fastest growing trends influencing the development and consumption of baked goods is the increasing search for gluten free products. It should be noted that relatively few Estonians are gluten intolerant and for many the desire to avoid gluten is linked to the hype surrounding gluten free packaged food or a perhaps misguided belief that gluten is bad for them or making them sick.

Health awareness shapes further development

In addition to the avoidance of gluten, baked goods in Estonia is also being affected by other health-related trends. One of the examples of how the health and wellness trend has reached this category is the growing usage of seeds in baked goods as well as the growing importance of whole wheat products.

COMPETITIVE LANDSCAPE
Some of the leading baked goods players remain untouched by the latest trends

Whilst innovation appears fundamental for companies to register strong performances in other packaged food categories, this is not necessarily the case for bread manufacturers. Although players constantly develop new products with unique and interesting features, some of the leading brands such as Kirde Sai and Tallinna Peenleib by Leibur and Must Leib by Eesti Pagar tend to be simple, basic products offering little in the way of added value.

Small bakeries are developing

Although large local players dominate sales of baked goods, recent years have seen the appearance of several small bakeries throughout Estonia. The presence of these bakeries is being partially supported by the very long tradition of bread baking in Estonia.

Local players remain virtually completely dominant

As mentioned above, baked goods remains a category in which sales are dominated by Estonian manufacturers, while foreign players maintain a marginal importance. This is primarily due to very tradition of high-quality baked goods manufacturing in Estonia, which has allowed several very strong players to develop, with competition very fierce as a result.

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Baked Goods in Estonia

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Overview

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

The Baked goods 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 Baked goods 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.

Packaged Food in Estonia - Industry Overview

EXECUTIVE SUMMARY

Increase in living standards supports the development of packaged food
Increased consumer purchasing power supports manufacturers
Successful players follow the trends
Competition remains intense among grocery chains
Positive outlook for the economy to support sales

FOODSERVICE

Sales to Foodservice
Changes in consumer habits also impact foodservice suppliers
Sanitex and Kaupmees continue to lead
Importance of the as-cheap-as-possible strategy diminishes
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 7 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 8 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 9 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 11 Penetration of Private Label by Category: % Value 2013-2018
Table 12 Distribution of Packaged Food by Format: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format and Category: % Value 2018
Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources