In line with rising health awareness, consumers in Estonia are becoming increasingly concerned about weight management. At the same time, the trend towards busier lifestyles is leading many Estonians to favour healthy meal solutions that are also more convenient for on-the-go consumption.
Middle-aged and older Estonians remember the era when their parents (usually mothers) would spend hours in the kitchen preparing meals from scratch. While this still occurs in some households, today most Estonians have limited time for cooking due to busy work schedules, and so tend to try to make meal preparation as quick and convenient as possible.
Similar to other packaged food industries, rising health awareness among consumers is increasingly influencing the development of ready meals in Estonia. During the review period, this trend led manufacturers to reduce the levels of salt and preservatives in their products (while also clearly stating this on packaging labels), and to invest in marketing campaigns which claimed that their brands were not full of unhealthy ingredients.
Domestic players remained dominant in ready meals in Estonia in 2018, and continued to strengthen their leadership of the category. This situation is not expected to change over the forecast period, as Estonians favour domestic products that cater to their traditional taste preferences.
Improvements in spending power and growing demands for convenience and quality continued to drive a gradual trend towards trading up in ready meals towards the end of the review period. Saarioinen Eesti capitalised on this trend by introducing higher quality products that are comparatively expensive but do not have an explicitly premium positioning.
Although domestic companies dominate, foreign players also compete in ready meals in Estonia, including large multinationals that enjoy advantages in terms of economies of scale. They mainly focus on frozen and dried ready meals, as these product types have longer shelf lives.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Ready meals 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 Ready meals industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Ready meals in Estonia market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Packaged Food market research database.