On-trade sales of bottled water declined drastically in 2020 as foodservice outlets closed and Estonia grappled with the COVID-19 pandemic. Moreover, bottled water is often consumed during or after sporting activities in Estonia and widespread closure of gyms and sporting arenas and the cancellation of organised sports reduced retail sales in bottled water too, with consumers disinclined to buy bottled water for home use as tap water quality is generally good or a filter is used to purify tap water.
Functional bottled water recorded strong growth in off-trade current value and volume terms in 2021, albeit from a rather low base. This indicates consumer interest in water with added value and health benefits, which aligns with the growing health and wellness trend in the country.
Carbonated bottled water fractionally outperformed still bottled water in 2021, thanks to two imported carbonated water brands—IDS Borjomi Europe UAB’s Borjomi brand and Birštono Mineraliniai Vandenys & Ko UAB’s Vytautas brand. These products have high mineral and salt content and remain popular among older demographics and sportspeople, and IDS Borjomi Europe UAB overtook both former leader A Le Coq and Värska Vesi AS to take the top spot in bottled water in 2021, while Birštono Mineraliniai Vandenys & Ko UAB more than doubled its current value share.
With the prevailing health and wellness trend and the increasing popularity of flavoured and functional bottled water, new players are expected to enter the market over the forecast period. Developments are likely to relate not only to water itself, but also to packaging, as consumers become more concerned about excess plastic waste.
While constant growth is anticipated from 2022 onwards, particularly as on-trade sales bounce back. The resumption of sporting events and activities will also help boost the performance of bottled water in the years ahead.
Functional bottled water will drive growth in bottled water across the forecast period as innovation in this product area develops. Functional bottled water aligns well with the growing number of Estonians regularly engaging in sports and the strengthening health and wellness trend in the country, which was accelerated by the COVID-19 pandemic.
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Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.
See All of Our DefinitionsThis report originates from Passport, our Bottled Water research and analysis database.
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