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Concentrates in
Estonia

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Concentrates sees modest growth in Estonia

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.

Concentrates have not successfully been positioned as 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.

Possible sugar taxation to hamper sales

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.

COMPETITIVE LANDSCAPE
Domestic company Põltsamaa Felix leads concentrates

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.

New product developments are rather scarce

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.

Concentrates sees competition from other categories

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.

Concentrates conversions

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Concentrates in Estonia

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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.

Concentrates in Estonia - Category analysis

HEADLINES

PROSPECTS

Concentrates sees modest growth in Estonia
Concentrates have not successfully been positioned as healthy drinks
Possible sugar taxation to hamper sales

COMPETITIVE LANDSCAPE

Domestic company Põltsamaa Felix leads concentrates
New product developments are rather scarce
Concentrates sees competition from other categories
Concentrates conversions
Summary 1 Concentrates Conversion Factors for ReadytoDrink (RTD) Format

CATEGORY DATA

Table 1 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 2 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 3 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 9 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 10 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 11 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 12 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 13 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 14 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 15 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 16 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Soft Drinks in Estonia - Industry Overview

EXECUTIVE SUMMARY

The health and wellness trend steers consumers towards bottled water
The feared sugar taxation has not yet been formalised
Large companies maintain their positions
New product developments follow health trends
Soft drinks is expected to continue to see growth

MARKET DATA

Table 17 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 25 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 26 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 27 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 28 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 29 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 30 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 33 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 34 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 35 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 36 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 37 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 38 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 45 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 46 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023

SOURCES

Summary 2 Research Sources