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2026 Developments
Snacks in Estonia demonstrates resilience in 2026, reaching EUR455 million in retail value sales, yet this growth of 3% is notably more subdued than the rapid expansion seen in 2022 and continues to lag behind neighbouring Baltic markets. Persistent inflationary pressures and a VAT increase have made Estonian shoppers highly price sensitive, shifting purchasing habits towards more affordable alternatives and prompting a marked increase in demand for sweet biscuits and private label lines at the expense of premium chocolate and sugar confectionery.
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Overview:
Understand the latest market trends and future growth opportunities for the 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 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 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 Snacks in Estonia?
- Which are the leading brands in Snacks in Estonia?
- How are products distributed in 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 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?
Snacks in Estonia
2026 Developments
Key Data Insights
Retailers and Shoppers Adapt as Affordability Shapes Demand
Retailers Shift Focus to Biscuits as Chocolate Sales Falter
Chart 1 Kalev Turns Production Towards Biscuits
Discounters and Health Trends Redefine Shopper Loyalty and Product Choice
Chart 2 Value Sales 2021-2031
Chart 3 Value Sales by Category 2026
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
Chart 4 Forecast Value Sales 2021-2031
Chart 5 Forecast Value Sales by Category 2026-2031
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
Chart 6 Economic Context for Snacks
Chart 7 Consumer Context for Snacks
Chart 8 Population 2021-2031
Chocolate Confectionery in Estonia
Key Data Insights
Chocolate Confectionery Summary
Lidl Attracts Cautious Shoppers as Chocolate Prices Plateau
Brands Cut Sizes as Tablets Face Pressure
Manufacturers Expand Seasonal Chocolate Offerings
Chart 9 Seasonal Chocolate as a Small, but Growing Opportunity
Chart 10 Value Sales 2021-2031
Chart 11 Volume Sales 2021-2031
Chart 12 Value Sales by Category 2026
Kalev as to Face Trade-Down Risk as Private Label Widens Reach
Brands to Drive Seasonal Chocolate and Chocolate with Toys Growth through Gifting and Brand Loyalty
Lidl and Discounters to Reshape Purchasing Decisions as Shrinkflation Persists
Chart 13 Forecast Value Sales 2021-2031
Chart 14 Forecast Value Sales by Category 2026-2031
Lidl Eesti Oü Gains Ground as Kalev as Defends Leadership Amid Shifting Loyalty
Chart 15 Company Shares 2026
Chart 16 Brand Shares 2026
Lidl Accelerates Share Gains as Store Rollout Expands
Salling Group’S Rimi Deal Reshapes Private Label Strategies
Online Retail Remains Marginal as Physical Stores Dominate Impulse Sales
Chart 17 Retail Channels 2021-2026
Chart 18 Economic Context for Chocolate Confectionery
Chart 19 Real Gdp Growth 2021-2031
Chart 20 Inflation 2021-2031
Chart 21 Consumer Context for Chocolate Confectionery
Chart 22 Population 2021-2031
Chart 23 Population by Generation 2026
Gum in Estonia
Key Data Insights
Gum Summary
Stable Consumption Habits Support Value Growth Despite Volume Stagnation
Mars Eesti Oü Converts Box Adoption into Dominant Brand Loyalty
Chart 24 Box Packaging Drives Habitual Gum Consumption
Box Format Shifts Gum From Impulse to Planned Routine
Chart 25 Value Sales 2021-2031
Chart 26 Volume Sales 2021-2031
Chart 27 Value Sales by Category 2026
Value Sales to Remain Resilient Despite Market Maturity
Menthol Flavours Sustain Appeal as Chewing Gum Outpaces Bubble Gum
Population Decline and Static Habits Limit Innovation and Entry
Chart 28 Forecast Value Sales 2021-2031
Chart 29 Forecast Value Sales by Category 2026-2031
Mars Eesti Oü Strengthens Dominance with Orbit as Challengers Lose Ground
Chart 30 Company Shares 2026
Chart 31 Brand Shares 2026
Coop and Rimi Drive Impulse Purchases as Flow-Packs Persist
Impulse Habits Limit E-Commerce as Planned Box Sales Remain Niche
Chart 32 Retail Channels 2021-2026
Chart 33 Economic Context for Gum
Chart 34 Real Gdp Growth 2021-2031
Chart 35 Inflation 2021-2031
Chart 36 Consumer Context for Gum
Chart 37 Population 2021-2031
Chart 38 Population by Generation 2026
Sugar Confectionery in Estonia
Key Data Insights
Sugar Confectionery Summary
Local and International Players Drive Stable Sales through Affordable Indulgence
Toffees, Caramels and Nougat Maintain Leadership as Gummies and Jellies Edge Ahead
Chart 39 Functional, Better-For-You Gummies and Jellies Drive Growth
Haribo Leverages No-Added-Sugar Innovation to Defend Value
Chart 40 Value Sales 2021-2031
Chart 41 Volume Sales 2021-2031
Chart 42 Value Sales by Category 2026
Haribo Boosts Gummies and Jellies through Better-For-You Launches and Pick and Mix
Functional Jellies in Pharmacies Draw Health-Conscious Parents and Children
Chart 43 Forecast Value Sales 2021-2031
Chart 44 Forecast Value Sales by Category 2026-2031
Kalev as Holds Firm as Haribo Gmbh & Co Kg Extends Share in Gummies and Jellies
Chart 45 Company Shares 2026
Chart 46 Brand Shares 2026
Coop and Selver Expand Variety and Promos to Capture Family Spend
Maxima Drives Fastest Growth in E-Commerce through Major Chain E-Shops
R-Kiosk and Forecourts Target Impulse Sales as Pharmacies Build Trust in Functional Gummies and Jellies
Chart 47 Retail Channels 2021-2026
Chart 48 Economic Context for Sugar Confectionery
Chart 49 Real Gdp Growth 2021-2031
Chart 50 Inflation 2021-2031
Chart 51 Consumer Context for Sugar Confectionery
Chart 52 Population 2021-2031
Chart 53 Population by Generation 2026
Ice Cream in Estonia
Key Data Insights
Ice Cream Summary
Growth Driven by Competitive Dynamics, Market Recovery and Increasing Food Expenditure
Take-Home Formats Capture Value as Impulse Sales Struggle
Retailers Launch Value Ranges as Weather Shapes Demand Patterns
Chart 54 Established Brands Defend against Growing Private Label
Chart 55 Value Sales 2021-2031
Chart 56 Volume Sales 2021-2031
Chart 57 Value Sales by Category 2026
Established Brands to Counter Lidl’S Expansion with Innovation
Magnum Icc’S Standalone Strategy to Accelerate Brand-Driven Competition
Multipacks Drive Resilience as Income and Spending Rise
Chart 58 Forecast Value Sales 2021-2031
Chart 59 Forecast Value Sales by Category 2026-2031
Premia Tallinna Külmhoone as and Balbiino as Defend Share as Magnum Icc Enters Landscape as Standalone
Supermarkets Boost Ice Cream Sales with Broad Ranges and Promotions
Lidl Challenges Established Players as Online Remains Niche
Chart 60 Retail Channels 2021-2026
Chart 61 Economic Context for Ice Cream
Chart 62 Real Gdp Growth 2021-2031
Chart 63 Inflation 2021-2031
Chart 64 Consumer Context for Ice Cream
Chart 65 Population 2021-2031
Chart 66 Population by Generation 2026
Savoury Snacks in Estonia
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
Chart 67 Estrella's Baltic Flavour Expansion Drives Localisation
Chart 68 Value Sales 2021-2031
Chart 69 Volume Sales 2021-2031
Chart 70 Value Sales by Category 2026
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
Chart 71 Forecast Value Sales 2021-2031
Chart 72 Forecast Value Sales by Category 2026-2031
Estrella Capitalises on Local Flavours as Lay’S Cedes Brand Share
Chart 73 Company Shares 2026
Chart 74 Brand Shares 2026
Coop and Rimi Leverage Strong Store Networks to Boost Sales
Rimi E-Pood and Barbora Expand Online Snack Occasions but Lag Offline
Chart 75 Retail Channels 2021-2026
Chart 76 Economic Context for Savoury Snacks
Chart 77 Real Gdp Growth 2021-2031
Chart 78 Inflation 2021-2031
Chart 79 Consumer Context for Savoury Snacks
Chart 80 Population 2021-2031
Chart 81 Population by Generation 2026
Sweet Biscuits, Snack Bars and Fruit Snacks in Estonia
Key Data Insights
Sweet Biscuits, Snack Bars and Fruit Snacks Summary
Lidl Eesti Oü Drives Trade-Down as Cocoa Prices Ease
Protein Bars Capture Health-Conscious Demand and Take Share From Confectionery
Rising Income and Accessible Snacking Fuel Positive Outlook
Chart 82 Value Sales 2021-2031
Chart 83 Volume Sales 2021-2031
Chart 84 Value Sales by Category 2026
Local Brands to Expand Appeal with Heritage and Health Innovation
Iconfit Leverages Factory Expansion to Drive Protein Bar Momentum
Health and Value Claims Reshape Innovation and Competitive Strategies
Chart 85 Forecast Value Sales 2021-2031
Chart 86 Forecast Value Sales by Category 2026-2031
Lidl Eesti Oü’S Rapid Rise Challenges Mondelez Eesti Oü and Strengthens Retailer Power
Chart 87 Company Shares 2026
Chart 88 Brand Shares 2026
Coop, Selver and Lidl Leverage Scale and Price to Outpace Rivals as Supermarkets Lead Distribution
Online Remains Marginal as Shoppers Favour In-Store Impulse
Chart 89 Retail Channels 2021-2026
Chart 90 Economic Context for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 91 Real Gdp Growth 2021-2031
Chart 92 Inflation 2021-2031
Chart 93 Consumer Context for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 94 Population 2021-2031
Chart 95 Population by Generation 2026
Country Reports Disclaimer
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- 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
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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