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Country Report

Concentrates in

Concentrates in Estonia

Jan 2021

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

2020 IMPACT

Concentrates sees some volume and current value growth thanks to greater at-home consumption during lockdown

After poor performance in retail volume terms across the review period, concentrates saw some growth in volume sales in 2020 as greater numbers of consumers, especially younger children, were forced to stay at home during the government-mandated lockdown. This led to better-than-average retail current value growth in this category, although on-trade sales remained non-existent, partly because foodservice outlets closed during the pandemic, and also because concentrate soft drink options are not popular in on-trade arenas.

Health and wellness and convenience trends limit growth in 2020

Rising health and wellbeing concerns limit growth in concentrates, which are usually high in sugar and do not align with a consumer base that is increasingly concerned about obesity levels during the COVID-19 pandemic. In addition, concentrates are less convenient soft drinks options than RTD products, and therefore face stiff competition from the latter as local consumers lead increasingly hectic lifestyles.

Strong local positioning ensures Orkla Eesti remains in pole position as Rongu Mahlad plays catch up

Orkla Eesti AS continued to lead concentrates volume and value sales in 2020, with the company’s success being attributed to the strong performance of its Kannujook brand. This comes under the umbrella of the well-known and highly appreciated Põltsamaa range within fruit processing, where it is commonly perceived as a national brand, despite being owned by Orkla.

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Concentrates Market Sample Report Concentrates Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Concentrates industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Concentrates industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Concentrates in Estonia market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Concentrates in Estonia?
What are the major brands in Estonia?
Who are the key consumers of concentrates in Estonia?
How do premium vs. standard vs. economy brands compete for sales and market share?
How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

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Concentrates in Estonia - Category analysis

KEY DATA FINDINGS

2020 IMPACT

Concentrates sees some volume and current value growth thanks to greater at-home consumption during lockdown

Health and wellness and convenience trends limit growth in 2020

Strong local positioning ensures Orkla Eesti remains in pole position as Rongu Mahlad plays catch up

RECOVERY AND OPPORTUNITIES

Powder concentrates faces stiff competition from other soft drinks, but liquid concentrates may get a boost from new Ikea opening

Gloomy outlook for concentrates as unhealthy profile stifles innovation and growth

New product developments within powder concentrates may enable smaller players to grab share

CATEGORY DATA

Concentrates Conversions

Summary 1 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 1 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 2 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 3 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 4 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 6 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 7 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 8 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 9 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 10 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 11 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 12 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 13 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 14 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 15 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 16 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 17 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 18 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025

Soft Drinks in Estonia - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

MARKET DATA

Table 19 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 20 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 21 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 22 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
Table 23 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 24 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 25 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 26 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 27 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020
Table 28 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 29 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 30 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 31 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020
Table 32 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020
Table 33 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 34 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 35 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 36 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 37 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020
Table 38 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020
Table 39 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 40 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 43 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 44 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 45 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 46 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 47 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 48 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 49 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 50 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025

Megatrends

Country Report

Concentrates in Estonia

New Report Guarantee

Executive Summary

New Report Guarantee

2020 IMPACT

Concentrates sees some volume and current value growth thanks to greater at-home consumption during lockdown

Health and wellness and convenience trends limit growth in 2020

Strong local positioning ensures Orkla Eesti remains in pole position as Rongu Mahlad plays catch up

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Concentrates in Estonia - Category analysis

KEY DATA FINDINGS

2020 IMPACT

Concentrates sees some volume and current value growth thanks to greater at-home consumption during lockdown

Health and wellness and convenience trends limit growth in 2020

Strong local positioning ensures Orkla Eesti remains in pole position as Rongu Mahlad plays catch up

RECOVERY AND OPPORTUNITIES

Powder concentrates faces stiff competition from other soft drinks, but liquid concentrates may get a boost from new Ikea opening

Gloomy outlook for concentrates as unhealthy profile stifles innovation and growth

New product developments within powder concentrates may enable smaller players to grab share

CATEGORY DATA

Concentrates Conversions

Soft Drinks in Estonia - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

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