Competitive Landscape
Estrella Capitalises on Local Flavours as Lay’S Cedes Brand Share
Savoury snacks in Estonia display moderate concentration, with PepsiCo Inc holding the largest share at 22% in 2026, followed by Balsnack International Holding AS at 12%, Santa Maria AB at 9%, and Estrella Baltics UAB at 8%. Over the period from 2021 to 2026, the category became slightly less concentrated, as PepsiCo Inc’s share increased from 21% to 22%—a slight increase but still a sign of stagnation when compared to the growth of regional and local players.
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Overview:
Understand the latest market trends and future growth opportunities for the Savoury Snacks 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Savoury Snacks 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.
The Savoury Snacks in Estonia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Savoury Snacks in Estonia?
- Which are the leading brands in Savoury Snacks in Estonia?
- How are products distributed in Savoury Snacks in Estonia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Savoury Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Estonia?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Savoury Snacks in Estonia - Category analysis
Key Data Insights
Savoury Snacks Summary
Savoury Snacks Rebounds, but Inflation and Health Trends Temper Recovery
Estrella Baltics Uab and Balsnack International Holding as Fuel Flavour Localisation and Value-Led Trade Down
Manufacturers Face Intensifying Flavour and Health Competition
Estrella Drives Growth with Baltic Flavours as Nuts and Seeds Accelerate
Permissible Indulgence Launches and Local Flavour Claims Boost Brand Resilience
Estrella Capitalises on Local Flavours as Lay’S Cedes Brand Share
Coop and Rimi Leverage Strong Store Networks to Boost Sales
Rimi E-Pood and Barbora Expand Online Snack Occasions but Lag Offline
Snacks in Estonia - Industry Overview
2026 Developments
Key Data Insights
Retailers and Shoppers Adapt as Affordability Shapes Demand
Retailers Shift Focus to Biscuits as Chocolate Sales Falter
Discounters and Health Trends Redefine Shopper Loyalty and Product Choice
Manufacturers to Pivot to Health-Led Innovation as Value-Conscious Shoppers Reshape Demand
Discounters and Private Label to Expand as Price Sensitivity Persists
Health and Sustainability to Reshape Product Development and Shopper Loyalty
Kalev as Defends Leadership as Price Shifts Boost Discounter Shares
Supermarkets Lead as Hypermarkets Lose Ground and Discounters Gain Ground
Selver and Maxima Retain Shopper Loyalty through Assortment and Promotions
Online Sales Remain Niche as Bricks-And-Mortar Dominates Snack Shopping
Country Reports Disclaimer
The following categories and subcategories are included:
Savoury Snacks
- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
Savoury Snacks
This is the aggregation of chips/crisps, extruded snacks, tortilla/corn chips, popcorn, pretzels, nuts and other categories of savoury snacks.
See all of our definitionsWhy 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 report originates from Passport, our Savoury Snacks research and analysis database.
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