RTD coffee is regarded as offering a convenient alternative to energy drinks for consumers who tend to perceive coffee as a healthier option. The convenience trend in Estonia is leading to a growing number of busy local consumers looking for ready-made drinks they can consume on-the-go, and this boosted sales in 2020.
While RTD coffee is not a new category, sales have been hampered thus far by very small brand assortments and relatively high brand rotation, and it is common for distributors to discontinue sales due to a lack of profitability. However, active new product development has seen a number of well-established coffee brands introducing RTD products recently.
Paulig Coffee Estonia AS is relatively new within RTD coffee, but cemented itself as the leader ahead of Saaremaa Delifood OÜ in off-trade value terms thanks to the former’s strong distribution network and good quality-to-price ratio. The company offers its Frezza RTD coffee in four varieties: Frezza Mocca, Frezza Vanilla, Frezza Mint and Frezza Forte.
Sales of RTD coffee remain negligible within on-trade establishments, where hot coffee is very popular, and this is not expected to change in the near future. However, if off-trade sales continue to grow, Estonians may become more aware of RTD coffee in general, which could see on-trade establishments increase their options and boost their sales.
Most new launches in RTD coffee will continue to be offered during mid- and late spring, with advertising largely being concentrated during the hot summer months, thus highlighting the seasonality of the category. Due to the rather cold climate in Estonia, there is limited appetite for cold coffee, and consumers generally prefer hot coffee throughout most of the yea.
RTD coffee is currently only available via forecourt retailers and the biggest supermarket chains, with brands differing across these channels. In addition, product visibility is rather poor as these products often do not stand out among milk products.
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Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Coffee industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.
See All of Our DefinitionsThis report originates from Passport, our RTD Coffee research and analysis database.
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