Coffee remains the most popular hot drink in Estonia. The COVID-19 pandemic and ensuing lockdowns, and continued work-from-home in 2021 have benefited retail sales of coffee, as consumers have been seeking to recreate the café experience at home.
Thanks to the trend for greater at-home consumption of coffee in 2021, fresh coffee beans continued to record strong performance in both current retail value and retail volume terms in 2021. Estonians are increasingly aware of coffee from exotic origins, leading them to want to recreate a café-like experience at home, a trend that was accelerated by on-trade closures during lockdown.
Rising premiumisation has been evident within coffee in Estonia over the review period, especially in fresh coffee beans and pods. These latter two carry higher unit prices than fresh ground coffee, and this led to double-digit current value growth rates in 2021, as local consumers continued to search for products that recreated the café experience in the home environment.
It is expected that coffee will continue to grow at a healthy pace in Estonia in both current retail value and volume terms during the forecast period. Since coffee is so popular in the country, the trend towards premiumisation will fuel this growth, and it is likely that the number of organic and exotic brands of coffee will become more visible in modern grocery retailers such as chained supermarkets.
In stark contrast with all 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 specialist and more exotic types of fresh coffee from the comfort of their own homes.
With flavour and quality proving to be essential components of enjoying a cup of coffee, demand for instant coffee is predicted to decline across the forecast period. Many consumers perceive instant coffee to offer low quality and an inferior taste, with limits in innovations.
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Understand the latest market trends and future growth opportunities for the Coffee industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of fresh coffee and instant coffee. Please note that foodservice sales of coffee are volumes sold to the on-trade (foodservice) sector and not those sold to the consumer.See All of Our Definitions
This report originates from Passport, our Coffee research and analysis database.
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