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Juice in Estonia
February 2022
2021 DEVELOPMENTS
While juice sales recover in 2021, deepening health and wellness trend stifles further growth
Total volume growth in juice relies heavily on on-trade sales, which were drastically affected in 2020 by the government-mandated lockdown measures put in place to try to contain the COVID-19 pandemic. In 2021, we saw a recovery of sales in the on-trade channel as foodservice outlets reopened.
Strong brand awareness and fresher image supports local players
Domestic company A Le Coq continued to consolidate its lead in off-trade value terms in juice in 2021. The company offers the well-known Aura brand in a wide selection of products in various flavours.
Channel shifts benefit e-commerce and other grocery retailers
While modern grocery retailers, which include hypermarkets and supermarkets, lost share in 2021 as Estonians remained wary of visiting busy public places, e-commerce gained share, as more shopped online to avoid the inconvenience and potential health risks associated with face-to-face shopping experiences. Other grocery retailers also benefitted, as they offer consumers the opportunity to shop closer to home and support small local businesses.
PROSPECTS AND OPPORTUNITIES
Shift to healthier alternatives will benefit not from concentrate juice and coconut and other plant waters
As a result of rising health awareness, consumers will show growing interest in value added juice and not from concentrate juice. Nectars will also see a shift towards healthier alternatives.
While juice manufacturers adapt to trends, challenges remain
While juice is adapting to trends and some categories are expected to see growth, juice will remain marginal in off-trade volume terms across the forecast period. On-trade is very important for this category, as few consumers regularly drink juice at home.
Domestic producers expected to adapt to developing trends with new product development
While local producers are unable to offer products such as coconut water, they have already started to adapt to health and wellness trends, making efforts to provide new product developments that are considered healthier. This is expected to continue in the future.
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Overview:
Understand the latest market trends and future growth opportunities for the Juice industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Juice industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Juice in Estonia report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Juice in Estonia?
To what extent are health considerations impacting consumption of Juice in Estonia?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Juice in Estonia?
Which are the leading brands in Juice in Estonia?
What potential exists for multinational or domestic soft drinks companies to expand in Estonia?
How are products distributed in Juice in Estonia?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Juice?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Juice in Estonia - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
While juice sales recover in 2021, deepening health and wellness trend stifles further growth
Strong brand awareness and fresher image supports local players
Channel shifts benefit e-commerce and other grocery retailers
PROSPECTS AND OPPORTUNITIES
Shift to healthier alternatives will benefit not from concentrate juice and coconut and other plant waters
While juice manufacturers adapt to trends, challenges remain
Domestic producers expected to adapt to developing trends with new product development
CATEGORY DATA
Table 1 Off-trade Sales of Juice by Category: Volume 2016-2021Table 2 Off-trade Sales of Juice by Category: Value 2016-2021Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021Table 4 Off-trade Sales of Juice by Category: % Value Growth 2016-2021Table 5 NBO Company Shares of Off-trade Juice: % Volume 2017-2021Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021Table 7 NBO Company Shares of Off-trade Juice: % Value 2017-2021Table 8 LBN Brand Shares of Off-trade Juice: % Value 2018-2021Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026Table 10 Forecast Off-trade Sales of Juice by Category: Value 2021-2026Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
Soft Drinks in Estonia - Industry Overview
EXECUTIVE SUMMARY
Soft drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 23 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 31 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 32 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 34 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 41 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 42 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 43 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Juice
Not from Concentrate 100% Juice
Reconstituted 100% Juice
Juice Drinks (up to 24% Juice)
Nectars
Coconut and Other Plant Waters
Juice
This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.
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This report originates from Passport, our Juice research and analysis database.
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