Concentrates is amongst the least dynamic soft drinks categories in Estonia, as growth rates are modest and the category is expected to gradually decline in volume terms over the forecast period. Concentrates is being negatively impacted by the health and wellness trend, as these are not considered healthy drinks.
Even though many producers have tried to position concentrates as healthy, they have failed to convince health-conscious consumers. Concentrates are often criticised for their high sugar content and artificial ingredients, although local producers have made attempts to refute this perception.
Despite the discussions surrounding sugar taxation in Estonia not taking any concrete form, the talks are still ongoing, and many producers anticipate that a tax will be implemented at some point within the forecast period. In such a scenario, concentrates would be significantly affected, and sales would see a volume decline as the tax would push up prices.
The local company Põltsamaa Felix led concentrates in off-trade value terms in 2018. It is known for its Kannujook brand, which is well-known and trusted amongst local consumers.
Innovation activities are rare in the mature concentrates category, as producers often focus on other more dynamic categories. One of the producers investing in new product development is the small local producer Rongu Mahlad, as it is active only in concentrates, juice and jam.
As the health and wellness trend is pushing Estonian consumers towards products which they consider healthier, concentrates has to compete with categories such as juice and bottled water. More specifically, juice drinks and flavoured bottled water are similar to drinks made from concentrates.
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This industry report originates from Passport, our Soft Drinks market research database.