Juice in Estonia

PROSPECTS

Health and wellness trend negatively impacting sales

Juice sales in Estonia continue to decline, mainly due to the fact that juice is increasingly seen as an unhealthy, sugary drink. Discussions surrounding the sugar tax have not yet become concrete actions, with the category remaining untouched by taxation.

Shift to healthier alternatives such as coconut and other plant waters

As a result of rising health awareness, consumers are showing growing interest in value added juice and moving towards non from concentrate juice. As a result, the presence of chilled products continues to increase.

No likelihood of reversal of fall in demand in short term

While juice is adapting to trends and some categories are expected to see growth, the general trend will remain negative in off-trade volume terms. The category has become mature and per capita consumption is relatively high, with volume sales thus expected to continue falling and current value sales set to stagnate.

COMPETITIVE LANDSCAPE

Strong brand awareness and fresher image supports local players

Domestic company A Le Coq continues to lead off-trade value sales in juice. The company offers the well-known Aura brand, which provides a wide selection of products in various flavours.

Domestic producers expected to adapt to developing trends

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, with healthy product developments and improved ingredients set to continue to be seen over the forecast period.

Producers increasingly focusing on new niches and healthier options

Juice manufacturers will increasingly look to offer more not from concentrate 100% juice over the forecast period. This is in line with the growing premiumisation trend, with more higher quality products set to be offered over the coming years.

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