Juice in Estonia

PROSPECTS

Juice in Estonia is impacted by rising consumer health awareness

The juice category in Estonia has seen consecutive years of volume decline; a trend that is mostly due to juice increasingly being seen as an unhealthy, sugary drink. The discussions surrounding the sugar tax have not yet become concrete actions, so the category has remained untouched by taxation.

Coconut and other plant waters is a dynamic category

Coconut and other plant waters has been seeing dynamic volume and current value growth, as it is a niche category in Estonia, and the interest in such products is growing. Currently, only limited selections are available in supermarkets.

Drastic changes are not expected in juice

Whilst juice is adapting to trends, and there are some categories that are expected to see growth, the general trend in juice in Estonia will remain negative in off-trade volume terms. The category has become mature and per capita consumption is rather high, which reflects in a negative projection for the forecast period in off-trade volume terms, and a static performance in current value terms.

COMPETITIVE LANDSCAPE

Juice is led by local players

The domestic company A Le Coq continued to lead juice in Estonia in off-trade value terms in 2018. The company has the well-known Aura brand, which offers a wide selection of products in various flavours.

Local producers are expected to adapt to trends

Whilst 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, and healthy product developments and improved ingredients are expected to continue to be seen over the forecast period.

Trends favour niche producers

Since trends in the juice category are not expected to change, producers offering niche products such as cold-pressed juice are likely to attract customers over the forecast period. One such company emerged in 2016 – HeyDay Organic.

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