Estonia

In 2023, albeit from a relatively low base, sports drinks in Estonia experienced healthy growth in retail volume terms and fast growth in retail current value terms. The development and growth of the category was primarily driven by the increasing…

Energy drinks, led by the reduced sugar format, posted double-digit off-trade volume growth in 2023, while most other categories saw moderates increases. The exceptions were RTD tea and juice, which registered small decreases in retail volume sales…

Reduced sugar still RTD tea continued to post the fastest off-trade volume and current value growth in 2023. This trend mirrored the changes in consumer preferences, as more individuals looked for healthier beverages as part of wider healthier…

RTD coffee is regarded as offering a convenient alternative to energy drinks for consumers who tend to perceive coffee as a healthier option. The convenience trend in Estonia is leading to a growing number of busy local consumers looking for…

Juice is increasingly seen as an unhealthy, sugary drink by consumers in Estonia. During the review period the category was impacted negatively as more and more consumers became aware of the high sugar content in packaged juice products. This trend…