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Soft Drinks in Estonia

December 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks 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 the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks 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 Soft Drinks 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 Soft Drinks in Estonia?
  • To what extent are health considerations impacting consumption of Soft Drinks in Estonia?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Estonia?
  • Which are the leading brands in Soft Drinks in Estonia?
  • What potential exists for multinational or domestic soft drinks companies to expand in Estonia?
  • How are products distributed in Soft Drinks in Estonia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
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Soft Drinks in Estonia

Soft drinks increases in value and volume in 2022, with healthier and more natural products contributing to growth
Reduced sugar soft drinks increasingly popular with rising health consciousness
A Le Coq AS leads soft drinks, closely followed by Coca-Cola HBC Eesti AS
E-commerce benefits from the rising popularity of convenient online shopping
Foodservice sales of soft drinks increase with the lifting of pandemic restrictions
Health and wellness trend will continue to influence the market’s performance
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2017-2022
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2017-2022
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2017-2022
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2017-2022
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2022-2027
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Estonia

KEY DATA FINDINGS

Consumers are looking for added value drinks with health benefits
Deteriorating water quality boosts demand for still natural mineral bottled water
Domestic Värska Vesi AS leads bottled water in 2022
Rising demand for functional water with the strengthening health and wellness trend
Still natural mineral bottled water’s growth hampered by filtered water consumption and plastic waste concerns
Still spring bottled water set to develop within foodservice
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 34 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027

Carbonates in Estonia

KEY DATA FINDINGS

Rising health trend sees consumers paying more attention to products’ ingredients
Cocktail-making contributes to growth of tonic water/mixers/other bitters
Coca-Cola HBC Eesti AS retains its lead with its well-established and widely-available products
Reduced sugar products to benefit from rising health consciousness
Manufacturers investing in more environmentally-friendly packaging
Expanding cocktail range will boost regular tonic water/mixers/other bitters in foodservice
E-commerce to grow as Estonians shop from the comfort of their own homes
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 49 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 50 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2017-2022
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2017-2022
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2022-2027
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2022-2027

Concentrates in Estonia

KEY DATA FINDINGS

Economical pricing benefits sales of concentrates in 2022
Health and wellness trend continues to limit growth
Orkla Eesti AS leads a market dominated by local producers
Popularity of iced tea and coffee contributes to market growth
Using liquid concentrates for cocktails will boost sales
Unhealthy profile hampers growth and innovation
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 66 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2018-2022
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027

Juice in Estonia

KEY DATA FINDINGS

Healthy lifestyle influences consumers’ preferences
Consumers increasingly aware of the high sugar content of juice
A Le Coq AS continues to lead in 2022
Rising consumer awareness to drive growth of coconut and other plant waters
100% juice to benefit from consumers opting for more natural products
Domestic producers expected to adapt to developing trends with new product development
Table 81 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 82 Off-trade Sales of Juice by Category: Value 2017-2022
Table 83 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 84 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 85 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 86 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 87 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 88 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 89 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 90 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 91 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 92 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027

RTD Coffee in Estonia

KEY DATA FINDINGS

Pandemic contributes to the development of RTD coffee
Seasonality of RTD coffee
Saaremaa Delifood and Paulig Coffee lead in volume and value terms, respectively
Expanding range of RTD coffee flavours and convenience will drive future growth
Sales supported by active lifestyles and switch from ‘unhealthy’ energy drinks
RTD coffee would benefit from better positioning and in-store advertising

RTD Tea in Estonia

KEY DATA FINDINGS

Sales of reduced sugar still RTD tea driven by healthy eating trend
RTD tea is popular in foodservice establishments in summer
Coca-Cola HBC Eesti AS leads RTD tea
Ongoing health and wellness trend will support growth of reduced sugar still RTD tea
Fuze Tea expected to retain its dominance
Introduction of RTD teas with health benefits will stimulate market growth
Table 93 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 94 Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 95 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 96 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
Table 97 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
Table 98 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
Table 99 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
Table 100 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
Table 101 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
Table 102 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
Table 103 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
Table 104 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027

Energy Drinks in Estonia

KEY DATA FINDINGS

Remote working contributes to growth of energy drinks
Strong foodservice demand for energy drinks
Top spot for Red Bull in 2022
Health and wellness trend presents a serious challenge to the category
Younger generation to continue their consumption of energy drinks
Potential sales ban of energy drinks
Table 105 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 106 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 107 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 108 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 109 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 110 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 111 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 112 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 113 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 114 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 115 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 116 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027

Sports Drinks in Estonia

KEY DATA FINDINGS

Healthier lifestyle contributes to growth of sports drinks in 2022
Per capita consumption of sports drinks is increasing
A Le Coq AS leads thanks to its product variety, innovation and domestic origin
Increasingly active lifestyles will support future growth of sports drinks
Functional bottled water poses a threat, but sports drinks players can rise to the challenge
A Le Coq will continue to perform well
Table 117 Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 118 Off-trade Sales of Sports Drinks: Value 2017-2022
Table 119 Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 120 Off-trade Sales of Sports Drinks: % Value Growth 2017-2022
Table 121 NBO Company Shares of Off-trade Sports Drinks: % Volume 2018-2022
Table 122 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2019-2022
Table 123 NBO Company Shares of Off-trade Sports Drinks: % Value 2018-2022
Table 124 LBN Brand Shares of Off-trade Sports Drinks: % Value 2019-2022
Table 125 Forecast Off-trade Sales of Sports Drinks: Volume 2022-2027
Table 126 Forecast Off-trade Sales of Sports Drinks: Value 2022-2027
Table 127 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2022-2027
Table 128 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2022-2027
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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