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Carbonates in Estonia
February 2022
2021 DEVELOPMENTS
Carbonates face competition from healthier soft drinks
The widespread closure of foodservice establishments during the government-mandated lockdown in 2020 significantly impacted volume sales of on-trade carbonates. In 2021, following the reopening of foodservice outlets, on-trade volume sales recovered, while full recovery to pre-pandemic levels is anticipated by 2024.
Coca-Cola continues to dominate thanks to its ubiquitous presence in Estonia and well-established distribution networks
Coca-Cola HBC Eesti continued to dominate carbonates in off-trade current value terms in Estonia in 2021, with the company’s global Coca-Cola, Fanta and Sprite brands maintaining very strong positions that have been capable of withstanding the worst impact of the pandemic. Local producer A Le Coq held second position, thanks to its strong presence in Estonia and the popularity of its Limonaad, Kelluke and Valge Klaar brands, which have a historic presence in Estonia and are valued by local consumers.
Smaller players capitalise on demand for local, natural ingredients, while tonic water gets a boost from off-trade closures
As consumers pay more attention to the ingredients in products, some smaller local producers are gaining attention. ÕUN Drinks OÜ’s Õun brand is produced using local apples—something that appeals to health-conscious Estonian consumers.
PROSPECTS AND OPPORTUNITIES
Carbonates faces long-term competition from healthier soft drinks
Carbonates is expected to record reasonable growth in off-trade volume terms over the forecast period, and constant growth in on-trade volume sales. Nevertheless, carbonates is a mature category in Estonia, and it will see ongoing competition from other soft drinks categories such as bottled water, which has been highly innovative in recent years and appeals to consumers who are increasingly concerned about the link between obesity and immunity in the aftermath of the pandemic.
Low-sugar and natural carbonates will become more prevalent, while tonic water offers scope for growth
Due to the unhealthy image of carbonates and negative publicity in recent years, producers are expected to enhance their products to make them seem more natural and appeal to an increasingly discerning public. Consequently, healthy ingredients and increased juice content and low-sugar credentials will be highlighted on packaging.
E-commerce sales will continue to grow as Estonians shop from the comfort of their own homes
In contrast with most other retail channels, e-commerce gained share during the COVID-19 pandemic as greater numbers of Estonians shopped online to avoid the inconvenience and potential health risks associated with face-to-face shopping experiences. This trend is likely to continue across the forecast period as local consumers continue to use ever-more sophisticated digital platforms to purchase carbonates from the comfort of their own homes.
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Overview:
Understand the latest market trends and future growth opportunities for the Carbonates industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Carbonates industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Carbonates in Estonia report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Carbonates in Estonia?
To what extent are health considerations impacting consumption of Carbonates in Estonia?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Carbonates in Estonia?
Which are the leading brands in Carbonates in Estonia?
What potential exists for multinational or domestic soft drinks companies to expand in Estonia?
How are products distributed in Carbonates in Estonia?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Carbonates?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Carbonates in Estonia - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Carbonates face competition from healthier soft drinks
Coca-Cola continues to dominate thanks to its ubiquitous presence in Estonia and well-established distribution networks
Smaller players capitalise on demand for local, natural ingredients, while tonic water gets a boost from off-trade closures
PROSPECTS AND OPPORTUNITIES
Carbonates faces long-term competition from healthier soft drinks
Low-sugar and natural carbonates will become more prevalent, while tonic water offers scope for growth
E-commerce sales will continue to grow as Estonians shop from the comfort of their own homes
CATEGORY DATA
Table 1 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021Table 2 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021Table 3 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021Table 4 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021Table 5 Off-trade Sales of Carbonates by Category: Volume 2016-2021Table 6 Off-trade Sales of Carbonates by Category: Value 2016-2021Table 7 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021Table 8 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021Table 9 Sales of Carbonates by Total Fountain On-trade: Volume 2016-2021Table 10 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2016-2021Table 11 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021Table 12 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021Table 13 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021Table 14 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021Table 15 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026Table 16 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026Table 17 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026Table 18 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026Table 19 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2021-2026Table 20 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2021-2026
Soft Drinks in Estonia - Industry Overview
EXECUTIVE SUMMARY
Soft drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 21 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 22 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 23 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 24 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 25 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 26 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 27 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 28 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 29 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 30 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 31 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 32 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 33 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 34 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 35 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 36 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 37 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 38 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 39 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 40 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 41 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 42 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 43 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 44 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 45 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 46 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 47 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 48 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 49 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 50 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 51 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 52 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Carbonates
Low Calorie Cola Carbonates
Regular Cola Carbonates
Lemonade/Lime
Ginger Ale
Tonic Water/Other Bitters
Orange Carbonates
Other Non-Cola Carbonates
Carbonates
Sweetened, non-alcoholic drinks containing carbon dioxide are included here. All carbonated products containing fruit juice (“sparkling juices”) are included here, unless they are tea-based (these are included in carbonated RTD tea) or carbonated Energy drinks, which are included in Energy Drinks. Carbonated bottled water is also excluded. Carbonates are an aggregation of cola carbonates and non-cola carbonates, whether regular or low calorie. Euromonitor International includes both naturally and artificially-sweetened carbonates.
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This report originates from Passport, our Carbonates research and analysis database.
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