Sauces, Dressings and Condiments in Estonia

PROSPECTS

Rising health awareness continues to shape consumer demands

Health-related trends have been among the most influential in shaping the development of sauces, dressings and condiments in Estonia in recent years. Most notably, growing concerns about the negative health effects of excessive salt and sugar consumption have compelled manufacturers to introduce products that contain reduced levels of these potentially harmful ingredients.

Certain product types face growing competition from external sources

Over the forecast period, it is expected that demand for some product types within sauces, dressings and condiments will continue to be constrained by changing consumer preferences and competition from other packaged food categories. For example, some Estonians now favour using sour cream or increasingly Greek-style yoghurt mixed with herbs, spices and various condiments as an alternative to dips and certain types of table sauces.

Demand for products used to prepare ethnic dishes set to remain strong

Improvements in living standards are increasingly enabling Estonians to travel abroad more frequently, and to visit more exotic destinations. In line with this trend, consumer interest in foreign or ethnic cuisine is on the rise in Estonia.

COMPETITIVE LANDSCAPE

Street food trend inspires new launches

In line with growing interest in street food, dishes such as burgers, wraps and fish and chips have become more popular among Estonians in recent years. Several companies in sauces, dressings and condiments have capitalised on this trend by introducing new products for the preparation of these types of dishes.

Investment in marketing increasingly crucial as competition intensifies

Sauces, dressings and condiments in Estonia is highly competitive, with an extensive assortment of products present in the category. Competition is only likely to intensify further over the forecast period as new players enter and the consumer base shrinks in line with population decline.

Most successful players follow and influence the latest trends

Players that could both keep pace with and shape different trends were among the strongest performers in sauces, dressings and condiments during the review period. Examples included overall category leader Santa Maria, but also Kraft Heinz Co and local companies Salvest and Põltsamaa Felix, all of which remain notable innovators and trendsetters.

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