Executive Summary

Mar 2019
PROSPECTS
RTD tea maintains growth

RTD tea in Estonia saw positive performances in both off-trade current value and volume terms in 2018. Nevertheless, it is not considered a dynamic category, as RTD tea is seen somewhat unhealthy, and also competes with other soft drinks, such as carbonates and flavoured bottled water.

The priority target group is younger consumers

The main RTD tea brands in Estonia are often targeted towards younger consumers. To reach this target group, producers actively use social media, campaigning heavily on platforms such as Facebook and Instagram and organising campaigns with prizes.

The possibility of a sugar tax

The lack of clarity surrounding sugar taxation in Estonia leaves the question of a direct impact from such a tax on the RTD tea category in the forecast period. It is expected that if a sugar tax is formalised, it would increase prices and result in decreasing sales.

COMPETITIVE LANDSCAPE
Coca-Cola launches Fuze Tea

Coca-Cola HBC Eesti accounted for the majority of value sales in RTD tea in Estonia in off-trade value terms in 2018, as the company has been present in the market for a long time. The company used to market Nestea RTD tea as a joint venture with Nestlé, but in 2018 the latter ended its partnership and Coca-Cola launched its own RTD tea brand, Fuze Tea.

The number of brands available remains limited

The number of brands of RTD tea available is rather small, as this is not considered as a priority category by most soft drinks producers. The main brands in the category are Fuze Tea, Lipton, Arizona and Vichy.

New product developments in 2018

Even though the category has not historically been dynamic in terms of innovation and new product launches, in 2018 a few novelties were seen. Coca-Cola entered the market with its Fuze Tea brand, shaking up the category.

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RTD Tea in Estonia

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Overview

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

The RTD Tea 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 Tea in Estonia?
  • What are the major brands in Estonia?
  • What flavors of RTD Tea, like green tea, are the most popular in Estonia?
  • Who is the consumer profile of RTD tea drinkers in Estonia?
  • What are the key on-trade market trends for RTD Tea sales and how these are changing?
  • What is the key on-trade distribution channel for Estonia?
  • Are fountain sales available for RTD Tea in Estonia?

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 Tea in Estonia - Category analysis

HEADLINES

PROSPECTS

RTD tea maintains growth
The priority target group is younger consumers
The possibility of a sugar tax

COMPETITIVE LANDSCAPE

Coca-Cola launches Fuze Tea
The number of brands available remains limited
New product developments in 2018

CATEGORY DATA

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