Juice in Estonia

2020 IMPACT

Deepening health and wellness trend negatively impacting juice sales in 2020

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. As a result, juice sales in Estonia continue to decline in 2020.

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 2020. The company offers the well-known Aura brand in a wide selection of products in various flavours.

Channel shifts in 2020 benefit e-commerce and other grocery retailers

While modern grocery retailers, which include hypermarkets and supermarkets, lost share in 2020 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.

RECOVERY 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.

Some recovery in 2021 will help juice record growth over the forecast period, but 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, with the strongest growth likely to be seen over the next year or so as foodservice outlets enjoy a boom in trade when they reopen for business. 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.