In 2021, coffee remains the most popular hot drink in Estonia. Estonians are increasingly aware of coffee from exotic origins, leading them to want to recreate a café-like experience at home, a trend that was accelerated by on-trade closures during lockdown.
Rising premiumisation has been evident within coffee in Estonia, especially in fresh coffee beans and pods, as local consumers continued to search for products that recreated the café experience in the home environment.
Estonia is a digitally advanced country, and many major players had established an online presence and digital shopping channels prior to the COVID-19 pandemic. As a result, it was relatively straightforward for players to develop their e-commerce and delivery capabilities and continue to offer hot drinks to their customers.
During the COVID-19 pandemic, online sales increased significantly, as greater numbers of wary consumers sought to limit face-to-face shopping experiences and preferred the convenience of shopping from home. Major grocery retailers in the country, such as Rimi, Maxima and Selver, either initiated or expanded their online shopping systems sales during the lockdown, adding momentum to online sales of hot drinks.
There was a significant decline in foodservice sales of hot drinks in 2020 as a result of the lockdown measures imposed by the government; however, these sales did not directly transfer across to retail, which recorded only moderate growth in volume terms across coffee, tea and other hot drinks, with tea registering the strongest retail volume growth of the three categories. Hot drinks is not a significant part of foodservice home delivery portfolio, and therefore sales in this respect remained fairly small.
Coffee will remain the most popular hot drink in Estonia, continuing to outpace other hot drinks product areas across the forecast period. The enduring popularity of coffee will support retail volume and current value sales over the forecast period.
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This is the aggregation of Coffee, Tea, and Other Hot Drinks.See All of Our Definitions
This report originates from Passport, our Hot Drinks research and analysis database.
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