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.
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. 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.
Orkla Eesti AS continued to lead concentrates volume and value sales in 2021, 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.
Within the two subcategories in concentrates, powder concentrates faces stiff competition from sports drinks and functionals soft drinks, and the performance of liquid concentrates represents the majority of growth in this product area. This trend is set to continue across the forecast period, with negligible growth in on-trade terms expected.
Concentrates is among the least dynamic soft drinks categories in Estonia, with volume sales in the category expected to decline over the forecast period. This product area will continue to be negatively impacted by the health and wellness trend as Estonians become more concerned about rising obesity levels and opt for other types of soft drinks that are considered to be less-calorific than concentrates, such as functional bottled water.
Given the maturity of liquid concentrates, the most significant new launches over the coming years will be seen within powder concentrates. Although large multinational brands are expected to remain prominent, smaller players may make headway.
Conversion rates are well-established in Estonia, with no significant changes occurring during the review period. However, there are differences between the major players.
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Understand the latest market trends and future growth opportunities for the Concentrates 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.
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This is the aggregation of liquid concentrates and powder concentrates.
This report originates from Passport, our Concentrates research and analysis database.
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