RTD coffee saw dynamic off-trade current value growth in 2018, as some new launches were released and consumers’ interest in the category increased. In general, the average Estonian consumer is not accustomed to drinking cold coffee on a regular basis.
Due to the rather cold climate in Estonia, the country is not the ideal market for cold coffee, as Estonians prefer hot coffee during most of the year, including in the summer. Hot coffee is widely available both on-trade and off-trade, and most Estonians prepare coffee at home on a daily basis.
Sales of RTD coffee are currently negligible on-trade, as consumers tend to purchase hot coffee from on-trade establishments. This is not expected to change in the near future; however, if the factors discussed above continue to boost off-trade sales, Estonians might start looking to purchase RTD coffee from on-trade establishments as well.
The foreign company Rauch Fruchtsäfte led RTD coffee in off-trade value terms in 2018, as it has been present in the market for many years with the brand Rauch. In recent years, the company lost some value share, as other brands entered the market.
2018 saw a few new innovations in the market, including Saare Cool Drink and Frezza. As these products generated significant consumer interest, it is likely that more new launches will be seen over the forecast period.
The retail availability of RTD coffee was rather limited in 2018, with only a handful of brands available in the Estonian market. RTD coffee is available only via forecourt retailers and the biggest supermarket chains, and the brands available differ across these chains.
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This industry report originates from Passport, our Soft Drinks market research database.