Executive Summary

Mar 2019
PROSPECTS
RTD coffee sees dynamic growth due to product launches

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.

The weather conditions in Estonia are not favourable for the category

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.

RTD coffee is not available on-trade

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.

COMPETITIVE LANDSCAPE
Rauch Fruchtsäfte leads RTD coffee

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.

New competitors are likely to enter the category

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.

Retail distribution is likely to increase

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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RTD Coffee in Estonia

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Coffee 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 RTD Coffee industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTD Coffee 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 RTD Coffee in Estonia?
  • What are the major brands in Estonia?
  • What are the key new launches of RTD Coffee and bottled coffee products?
  • Who are the consumers of RTD coffee in Estonia?
  • Where is ready to drink coffee most commonly consumed?

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 Soft Drinks market research database.

RTD Coffee in Estonia - Category analysis

HEADLINES

PROSPECTS

RTD coffee sees dynamic growth due to product launches
The weather conditions in Estonia are not favourable for the category
RTD coffee is not available on-trade

COMPETITIVE LANDSCAPE

Rauch Fruchtsäfte leads RTD coffee
New competitors are likely to enter the category
Retail distribution is likely to increase

CATEGORY DATA

Table 1 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 2 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 3 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 4 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 9 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 10 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 11 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

Soft Drinks in Estonia - Industry Overview

EXECUTIVE SUMMARY

The health and wellness trend steers consumers towards bottled water
The feared sugar taxation has not yet been formalised
Large companies maintain their positions
New product developments follow health trends
Soft drinks is expected to continue to see growth

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 31 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 32 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 34 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources