Other Hot Drinks in Estonia

PROSPECTS

Other hot drinks expected to decline

Other hot drinks in Estonia consists of chocolate-based flavoured powder drinks and other plant-based hot drinks. Other plant-based hot drinks account for only a marginal share of sales, thus category trends are led by trends in chocolate-based flavoured powder drinks.

Hot chocolate less popular among adults

Hot chocolate saw positive growth in value terms in 2018 in Estonia. Nevertheless, the category has become rather mature and is losing popularity among adult consumers.

Other plant-based drinks only a niche category

Other plant-based drinks remains a niche category in Estonia, with very marginal sales value and few brands available. The clear leader is Inka, a roasted grain beverage.

COMPETITIVE LANDSCAPE

Nesquik from Nestlé leads the category

Nestlé SA, the owner of the well-known Nesquik brand, led category sales in 2018, as it has established a strong presence in Estonia and enjoys high brand awareness. Nesquik chocolate powder is sold in small 13g packages for one cup, and larger 200g, 400g and 600g packages.

Premium brands available

There are some premium and organic cocoa brands available on the market that mostly generate interest among health conscious and less price sensitive consumers. One of the premium brands is Whittard, a product in the uppermost price segment.

New product developments are scarce

No significant product developments were seen over the review period, as the category is already rather saturated in terms of brands, with various options available. Other hot drinks is not seen as a dynamic category by most producers, and they tend to focus their efforts on other segments of their business.

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