Hot drinks is a rather mature market in Estonia, with per capita consumption reaching high levels. The market is saturated with a wide range of brands and products.
The choice of products offered by coffee shops and cafés increased over the review period, with a number of these establishments offering products which were new to the Estonian market. While historically, the most common products have been regular coffee, lattes and cappuccinos, recent years have brought speciality coffee drinks such as chai lattes, matcha lattes and matcha teas.
The leading companies in hot drinks maintained their positions in 2018, as their brands have a long presence in Estonia and consumers value these leading brands. In addition, these companies have large budgets that allow them to invest in product marketing and new product development activities.
New product development has historically been important for producers active in Estonia, and this remained the case during the review period. The average Estonian consumer is very curious and willing to try out new products, especially if these cater to current trends and demands.
Growth in hot drinks in Estonia is expected to be rather modest over the forecast period. In terms of the specific categories, significant shifts are not expected, with coffee continuing to contribute the majority of category sales, tea placed second and other hot drinks remaining something of a niche category.
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This industry report originates from Passport, our Hot Drinks market research database.