Executive Summary

Dec 2018
Increase in living standards supports the development of packaged food

The living standards of Estonians have improved, supporting sales of packaged food. Product prices remain the most crucial sales factor, although the importance of pricing over other attributes has been diminishing, with increasing attention paid to quality and nutritional value in particular.

Increased consumer purchasing power supports manufacturers

One of the major events affecting the Estonian packaged food market in 2018 was the drought in the summer of 2018, which had a negative effect on crop and vegetable growers and affected a number of products, including baked goods and products using dairy and meat due to a shortage of animal feed.

Successful players follow the trends

Successful companies are able to keep up with changes and match current trends. A major event in Estonia in general, as well as in packaged food, was Estonia’s centenary celebration.

Competition remains intense among grocery chains

There is intense competition between grocery retailers in Estonia, which has led to some controversy, especially among smaller packaged food manufacturers. Due to their greater sales potential, retailers prefer popular and standard products instead of interesting and unique variants from smaller players.

Positive outlook for the economy to support sales

Despite a stagnating consumer base, spending on packaged food is expected to increase over the forecast period. Unemployment is low, there is a labour shortage and salaries are growing and this situation is expected to continue.

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Packaged Food in Estonia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Packaged food industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Packaged food industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from the category reports in Estonia for free.

The Packaged food in Estonia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Packaged food in Estonia?
  • What are the major brands in Estonia?
  • As economic prospects slowly improve, are consumers starting to eat out more and spending less time cooking at home?
  • How is private label performing in the wake of retail consolidation and the global economic hangover?
  • Do consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Packaged Food in Estonia

EXECUTIVE SUMMARY

Increase in living standards supports the development of packaged food
Increased consumer purchasing power supports manufacturers
Successful players follow the trends
Competition remains intense among grocery chains
Positive outlook for the economy to support sales

FOODSERVICE

Sales to Foodservice
Changes in consumer habits also impact foodservice suppliers
Sanitex and Kaupmees continue to lead
Importance of the as-cheap-as-possible strategy diminishes
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 7 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 8 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 9 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 11 Penetration of Private Label by Category: % Value 2013-2018
Table 12 Distribution of Packaged Food by Format: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format and Category: % Value 2018
Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Edible Oils in Estonia

HEADLINES

PROSPECTS

Rising health awareness drives growth in olive oil consumption
Health, quality and convenience gain importance in purchasing decisions
Edible oils consumption set to decline due to demographic and lifestyle trends

COMPETITIVE LANDSCAPE

Higher quality brands perform well as Estonians trade up
Smaller players succeed by targeting specific niches
Scanola Baltic set to remain the highest ranked local company

CATEGORY DATA

Table 18 Sales of Edible Oils by Category: Volume 2013-2018
Table 19 Sales of Edible Oils by Category: Value 2013-2018
Table 20 Sales of Edible Oils by Category: % Volume Growth 2013-2018
Table 21 Sales of Edible Oils by Category: % Value Growth 2013-2018
Table 22 NBO Company Shares of Edible Oils: % Value 2014-2018
Table 23 LBN Brand Shares of Edible Oils: % Value 2015-2018
Table 24 Distribution of Edible Oils by Format: % Value 2013-2018
Table 25 Forecast Sales of Edible Oils by Category: Volume 2018-2023
Table 26 Forecast Sales of Edible Oils by Category: Value 2018-2023
Table 27 Forecast Sales of Edible Oils by Category: % Volume Growth 2018-2023
Table 28 Forecast Sales of Edible Oils by Category: % Value Growth 2018-2023

Ready Meals in Estonia

HEADLINES

PROSPECTS

Healthy living trend supports positive performance of prepared salads
Estonians show growing appreciation for the convenience of ready meals
New launches target consumers seeking healthier ready meals

COMPETITIVE LANDSCAPE

Local companies continue to dominate ready meals
Trading up trend encourages new product development
Dr Oetker International is the highest ranked foreign player in ready meals

CATEGORY DATA

Table 29 Sales of Ready Meals by Category: Volume 2013-2018
Table 30 Sales of Ready Meals by Category: Value 2013-2018
Table 31 Sales of Ready Meals by Category: % Volume Growth 2013-2018
Table 32 Sales of Ready Meals by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Ready Meals: % Value 2014-2018
Table 34 LBN Brand Shares of Ready Meals: % Value 2015-2018
Table 35 Distribution of Ready Meals by Format: % Value 2013-2018
Table 36 Forecast Sales of Ready Meals by Category: Volume 2018-2023
Table 37 Forecast Sales of Ready Meals by Category: Value 2018-2023
Table 38 Forecast Sales of Ready Meals by Category: % Volume Growth 2018-2023
Table 39 Forecast Sales of Ready Meals by Category: % Value Growth 2018-2023

Sauces, Dressings and Condiments in Estonia

HEADLINES

PROSPECTS

Rising health awareness continues to shape consumer demands
Certain product types face growing competition from external sources
Demand for products used to prepare ethnic dishes set to remain strong

COMPETITIVE LANDSCAPE

Street food trend inspires new launches
Investment in marketing increasingly crucial as competition intensifies
Most successful players follow and influence the latest trends

CATEGORY DATA

Table 40 Sales of Sauces, Dressings and Condiments by Category: Volume 2013-2018
Table 41 Sales of Sauces, Dressings and Condiments by Category: Value 2013-2018
Table 42 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2013-2018
Table 43 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2014-2018
Table 45 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2015-2018
Table 46 Distribution of Sauces, Dressings and Condiments by Format: % Value 2013-2018
Table 47 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2018-2023
Table 48 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2018-2023
Table 49 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2018-2023
Table 50 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2018-2023

Soup in Estonia

HEADLINES

PROSPECTS

Estonians prefer traditional soup flavours
Health concerns set to exert greater influence in soup over the forecast period
Dehydrated and instant soup expected to register volume sales declines

COMPETITIVE LANDSCAPE

Local player Salvest continues to lead soup
Saarioinen Eesti is the most dynamic performer
Bonduelle launch supports the development of frozen soup

CATEGORY DATA

Table 51 Sales of Soup by Category: Volume 2013-2018
Table 52 Sales of Soup by Category: Value 2013-2018
Table 53 Sales of Soup by Category: % Volume Growth 2013-2018
Table 54 Sales of Soup by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Soup: % Value 2014-2018
Table 56 LBN Brand Shares of Soup: % Value 2015-2018
Table 57 Distribution of Soup by Format: % Value 2013-2018
Table 58 Forecast Sales of Soup by Category: Volume 2018-2023
Table 59 Forecast Sales of Soup by Category: Value 2018-2023
Table 60 Forecast Sales of Soup by Category: % Volume Growth 2018-2023
Table 61 Forecast Sales of Soup by Category: % Value Growth 2018-2023

Sweet Spreads in Estonia

HEADLINES

PROSPECTS

Many Estonians continue to prefer home-made jams and preserves
Nut and seed based spreads set to remain the most dynamic category
Concerns about sugar pose challenge for manufacturers

COMPETITIVE LANDSCAPE

Competitive environment in honey remains unique
Domestic players continue to lead
Põltsamaa Felix’s novel packaging experiment fails to impress consumers

CATEGORY DATA

Table 62 Sales of Sweet Spreads by Category: Volume 2013-2018
Table 63 Sales of Sweet Spreads by Category: Value 2013-2018
Table 64 Sales of Sweet Spreads by Category: % Volume Growth 2013-2018
Table 65 Sales of Sweet Spreads by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of Sweet Spreads: % Value 2014-2018
Table 67 LBN Brand Shares of Sweet Spreads: % Value 2015-2018
Table 68 Distribution of Sweet Spreads by Format: % Value 2013-2018
Table 69 Forecast Sales of Sweet Spreads by Category: Volume 2018-2023
Table 70 Forecast Sales of Sweet Spreads by Category: Value 2018-2023
Table 71 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2018-2023
Table 72 Forecast Sales of Sweet Spreads by Category: % Value Growth 2018-2023

Edible Oils in Estonia

HEADLINES

PROSPECTS

Sunflower and seed oils dominate sales, however future purchases are threatened as consumers eat out more
Despite being a threat to fried food, rising health awareness drives growth in olive oil consumption
Health, quality and convenience gain importance in purchasing decisions

COMPETITIVE LANDSCAPE

Smaller players benefit from offering niche varieties that larger manufacturers do not provide
Most players use economy price-points to sell, but high quality is becoming increasingly important in Estonia
Edible oils are primarily imported however local player Scanola Baltic AS offers fierce competition

CATEGORY DATA

Table 73 Sales of Edible Oils by Category: Volume 2014-2019
Table 74 Sales of Edible Oils by Category: Value 2014-2019
Table 75 Sales of Edible Oils by Category: % Volume Growth 2014-2019
Table 76 Sales of Edible Oils by Category: % Value Growth 2014-2019
Table 77 NBO Company Shares of Edible Oils: % Value 2015-2019
Table 78 LBN Brand Shares of Edible Oils: % Value 2016-2019
Table 79 Distribution of Edible Oils by Format: % Value 2014-2019
Table 80 Forecast Sales of Edible Oils by Category: Volume 2019-2024
Table 81 Forecast Sales of Edible Oils by Category: Value 2019-2024
Table 82 Forecast Sales of Edible Oils by Category: % Volume Growth 2019-2024
Table 83 Forecast Sales of Edible Oils by Category: % Value Growth 2019-2024

Ready Meals in Estonia

HEADLINES

PROSPECTS

Consumers’ growing appreciation for convenience foods supports ready meals sales
As health awareness grows, players respond by launching healthier ready meals
Chilled and frozen ready meals see the highest value sales, which could be bolstered by premium in-store experiences

COMPETITIVE LANDSCAPE

Due to similar audiences, frozen ready meals and economy ready meals compete against soups as a meal option
Trading up encourages new product development and helps Saarioinen Eesti to retain its lead
Domestic players focus on local taste preferences to dominate ready meals

CATEGORY DATA

Table 84 Sales of Ready Meals by Category: Volume 2014-2019
Table 85 Sales of Ready Meals by Category: Value 2014-2019
Table 86 Sales of Ready Meals by Category: % Volume Growth 2014-2019
Table 87 Sales of Ready Meals by Category: % Value Growth 2014-2019
Table 88 NBO Company Shares of Ready Meals: % Value 2015-2019
Table 89 LBN Brand Shares of Ready Meals: % Value 2016-2019
Table 90 Distribution of Ready Meals by Format: % Value 2014-2019
Table 91 Forecast Sales of Ready Meals by Category: Volume 2019-2024
Table 92 Forecast Sales of Ready Meals by Category: Value 2019-2024
Table 93 Forecast Sales of Ready Meals by Category: % Volume Growth 2019-2024
Table 94 Forecast Sales of Ready Meals by Category: % Value Growth 2019-2024

Sauces, Dressings and Condiments in Estonia

HEADLINES

PROSPECTS

Due to its traditional positioning, consumers do not demand innovation from pickle products, whereas consumers will increasingly experiment with new table sauces
Sauces, dressings and condiments face growing competition from other food options
Demand for products used to prepare foreign cuisine will remain high over the forecast period

COMPETITIVE LANDSCAPE

As competition intensifies, players invest in heavy marketing and advertising
As Estonians experiment with new flavours, players respond with innovative launches
As consumer interest in health and wellness grows, players respond with healthier alternatives

CATEGORY DATA

Table 95 Sales of Sauces, Dressings and Condiments by Category: Volume 2014-2019
Table 96 Sales of Sauces, Dressings and Condiments by Category: Value 2014-2019
Table 97 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2014-2019
Table 98 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2014-2019
Table 99 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2015-2019
Table 100 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2016-2019
Table 101 Distribution of Sauces, Dressings and Condiments by Format: % Value 2014-2019
Table 102 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2019-2024
Table 103 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2019-2024
Table 104 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2019-2024
Table 105 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2019-2024

Soup in Estonia

HEADLINES

PROSPECTS

Growth will be driven by flavour, with Estonians preferring traditional soup
Russian, German and Swedish flavours boost value sales of soup in Estonia
Soup competes with ready meals as both appeal to the growing time-poor consumer

COMPETITIVE LANDSCAPE

Longstanding local player Salvest SA continues to lead soup, benefiting from a trusted reputation among consumers
Consumers’ rising interest in health and wellness will shape new product development
International players experiment with new varieties of instant and dehydrated soup

CATEGORY DATA

Table 106 Sales of Soup by Category: Volume 2014-2019
Table 107 Sales of Soup by Category: Value 2014-2019
Table 108 Sales of Soup by Category: % Volume Growth 2014-2019
Table 109 Sales of Soup by Category: % Value Growth 2014-2019
Table 110 NBO Company Shares of Soup: % Value 2015-2019
Table 111 LBN Brand Shares of Soup: % Value 2016-2019
Table 112 Distribution of Soup by Format: % Value 2014-2019
Table 113 Forecast Sales of Soup by Category: Volume 2019-2024
Table 114 Forecast Sales of Soup by Category: Value 2019-2024
Table 115 Forecast Sales of Soup by Category: % Volume Growth 2019-2024
Table 116 Forecast Sales of Soup by Category: % Value Growth 2019-2024

Sweet Spreads in Estonia

HEADLINES

PROSPECTS

New entries drive value growth however rising health awareness is a threat to sweet spreads
Honey leads sales thanks to its traditional positioning, while nut and seed based spreads benefit from the health and wellness trend
Jams and preserves perform well, however Estonians continue to prefer home-made items

COMPETITIVE LANDSCAPE

Domestic players use a traditional, home-made positioning to lead sweet spreads
Rising living standards have consumers reaching for premium offerings
Despite no clear leaders, the competitive environment within honey remains fierce

CATEGORY DATA

Table 117 Sales of Sweet Spreads by Category: Volume 2014-2019
Table 118 Sales of Sweet Spreads by Category: Value 2014-2019
Table 119 Sales of Sweet Spreads by Category: % Volume Growth 2014-2019
Table 120 Sales of Sweet Spreads by Category: % Value Growth 2014-2019
Table 121 NBO Company Shares of Sweet Spreads: % Value 2015-2019
Table 122 LBN Brand Shares of Sweet Spreads: % Value 2016-2019
Table 123 Distribution of Sweet Spreads by Format: % Value 2014-2019
Table 124 Forecast Sales of Sweet Spreads by Category: Volume 2019-2024
Table 125 Forecast Sales of Sweet Spreads by Category: Value 2019-2024
Table 126 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2019-2024
Table 127 Forecast Sales of Sweet Spreads by Category: % Value Growth 2019-2024