Executive Summary

Nov 2018
PROSPECTS
Healthy living trend supports positive performance of prepared salads

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.

Estonians show growing appreciation for the convenience of ready meals

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.

New launches target consumers seeking healthier ready meals

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.

COMPETITIVE LANDSCAPE
Local companies continue to dominate ready meals

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.

Trading up trend encourages new product development

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.

Dr Oetker International is the highest ranked foreign player in ready meals

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.

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Ready Meals in Estonia

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Overview

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:

  • 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 Ready meals in Estonia?
  • What are the major brands in Estonia?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than eating at home?
  • How are manufacturers leveraging popular restaurant chains to help more austere consumers recreate a restaurant experience at home?
  • How much are consumers willing to pay for convenience?

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.

Ready Meals in Estonia - Category analysis

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 1 Sales of Ready Meals by Category: Volume 2013-2018
Table 2 Sales of Ready Meals by Category: Value 2013-2018
Table 3 Sales of Ready Meals by Category: % Volume Growth 2013-2018
Table 4 Sales of Ready Meals by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Ready Meals: % Value 2014-2018
Table 6 LBN Brand Shares of Ready Meals: % Value 2015-2018
Table 7 Distribution of Ready Meals by Format: % Value 2013-2018
Table 8 Forecast Sales of Ready Meals by Category: Volume 2018-2023
Table 9 Forecast Sales of Ready Meals by Category: Value 2018-2023
Table 10 Forecast Sales of Ready Meals by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Ready Meals by Category: % Value Growth 2018-2023

Packaged Food in Estonia - Industry Overview

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 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 18 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 19 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 20 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 22 Penetration of Private Label by Category: % Value 2013-2018
Table 23 Distribution of Packaged Food by Format: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format and Category: % Value 2018
Table 25 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 26 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources