Hot drinks increased in both volume and value terms in Estonia in 2022, with increased demand for healthier options due to the rising health and wellness trend in the country, which gained momentum during the COVID-19 pandemic. Consumers are paying closer attention to products’ ingredients and are willing to pay more for natural products.
The health and wellness trend accelerated during the COVID-19 pandemic, making Estonians increasingly concerned about immunity and wellbeing. This is driving sales of herbal/traditional medicinal teas, as well as chicory-based hot drinks, which are caffeine-free and largely consumed as a healthier alternative to coffee.
Paulig Coffee Estonia AS retained its lead of overall hot drinks in value terms in Estonia in 2022 and managed to increase its share in the year. The rapid unit price growth and shift of consumers from instant to fresh coffee encouraged by the company supported this development.
The fastest-growing sales channels in hot drinks in Estonia are e-commerce and discounters, the latter coming from a low base. During the COVID-19 pandemic, online sales increased significantly as greater numbers of consumers sought to limit face-to-face shopping experiences and preferred the convenience of shopping from home.
Foodservice sales of hot drinks recorded growth in 2022 thanks to the removal of restrictions and lockdown measures imposed during the COVID-19 pandemic. In 2022, many on-trade establishments were fully operational, which contributed to the development of the channel in the year.
Hot drinks in Estonia is expected to record further growth in both value and volume terms over the forecast period. Key drivers of future growth include the transition to natural products and hot drinks without caffeine due to the development of the healthy eating trend.
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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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