Despite the challenges of the COVID-19 pandemic, Estonia did not see significant losses within coffee in 2020, other than in foodservice volume terms. Although the lockdown measures imposed by the government in an attempt to contain the pandemic saw widespread closures of on-trade outlets, especially in the first half of the year, coffee remains the most popular hot drink in Estonia, and these on-trade losses were mitigated by an increase in retail sales, as consumers sought to recreate the café experience at home.
Thanks to the trend for greater at-home consumption of coffee in 2020, fresh coffee beans recorded strong performance in both current retail value and retail volume terms in 2020.
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 impressive current value growth rates in 2020, 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, despite the ongoing economic uncertainty facing the country as it struggles to recover in the aftermath of the COVID-19 pandemic. 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 in 2020 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 continued to decline in 2020, a trend that is predicted to continue across the forecast period. Many consumers perceive instant coffee to offer low quality and an inferior taste, with limits in innovations; therefore, there are few opportunities for growth in this subcategory compared with fresh formats.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
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.
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 Coffee 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.
This report originates from Passport, our Coffee research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page