Sunflower and seed oils dominate sales of edible oils in Estonia, predominantly as they are a part of the country’s Soviet heritage. Liquid margarine is also generally absent on store shelves, with Estonians primarily using edible oils in their place.
The population of Estonian generally enjoy fried meals, a factor which boosts value and volume sales of edible oils. Additionally, tourism and foodservice increase the demand for edible oils, which contribute to price growth.
Edible oils are not widely used in the preparation of salads in Estonia, with many consumers traditionally favouring sour cream or salad dressings instead. However, just as rising health awareness is expected to drive growth in consumption of salads among Estonians over the forecast period, it should also encourage more people to start using edible oils to prepare this type of food.
Although large multinationals maintained a strong presence in edible oils in Estonia in 2019, smaller players were also well represented, and in many cases were among the most dynamic performers. Since it is difficult for smaller players to stand out with standard products, they generally focus on more specialised or niche areas.
Most brands pursue economy-style aesthetics and packaging in Estonia, preferring plastic over glass bottling, appealing through being an economy-level offering. Examples of this include Oilio’s vegetable oil and Risso’s rapeseed oil, which come in plus-size plastic packaging at low costs.
Edible oils are primarily imported, with almost all offerings being from international players, with American owned Associated Oil Packers leading edible oils with its offering Risso. As most players are foreign, brand profiles are generic and global in style.
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