Soft Drinks in Estonia

February 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?

Soft Drinks in Estonia

EXECUTIVE SUMMARY

Soft drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021 Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021 Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021 Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021 Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026 Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026 Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026 Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026 Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026 Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026 Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026 Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026 Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Carbonates face competition from healthier soft drinks
Coca-Cola continues to dominate thanks to its ubiquitous presence in Estonia and well-established distribution networks
Smaller players capitalise on demand for local, natural ingredients, while tonic water gets a boost from off-trade closures

PROSPECTS AND OPPORTUNITIES

Carbonates faces long-term competition from healthier soft drinks
Low-sugar and natural carbonates will become more prevalent, while tonic water offers scope for growth
E-commerce sales will continue to grow as Estonians shop from the comfort of their own homes

CATEGORY DATA

Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021 Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021 Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021 Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021 Table 37 Off-trade Sales of Carbonates by Category: Volume 2016-2021 Table 38 Off-trade Sales of Carbonates by Category: Value 2016-2021 Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021 Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021 Table 41 Sales of Carbonates by Total Fountain On-trade: Volume 2016-2021 Table 42 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2016-2021 Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021 Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021 Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021 Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021 Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026 Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026 Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026 Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026 Table 51 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2021-2026 Table 52 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2021-2026

Juice in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

While juice sales recover in 2021, deepening health and wellness trend stifles further growth
Strong brand awareness and fresher image supports local players
Channel shifts benefit e-commerce and other grocery retailers

PROSPECTS AND OPPORTUNITIES

Shift to healthier alternatives will benefit not from concentrate juice and coconut and other plant waters
While juice manufacturers adapt to trends, challenges remain
Domestic producers expected to adapt to developing trends with new product development

CATEGORY DATA

Table 53 Off-trade Sales of Juice by Category: Volume 2016-2021 Table 54 Off-trade Sales of Juice by Category: Value 2016-2021 Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021 Table 56 Off-trade Sales of Juice by Category: % Value Growth 2016-2021 Table 57 NBO Company Shares of Off-trade Juice: % Volume 2017-2021 Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021 Table 59 NBO Company Shares of Off-trade Juice: % Value 2017-2021 Table 60 LBN Brand Shares of Off-trade Juice: % Value 2018-2021 Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026 Table 62 Forecast Off-trade Sales of Juice by Category: Value 2021-2026 Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026 Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026

Bottled Water in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Reopening of on-trade and sports facilities leads to a recovery in sales of bottled water in 2021
Functional bottled water performs well as it taps into the growing health and wellness trend
Carbonated bottled water players gain ground in 2021

PROSPECTS AND OPPORTUNITIES

Innovation will be seen in packaging as well as products as new players enter the scene
Retail growth will remain modest as Estonians are comfortable drinking filtered tap water
Innovation in functional bottled water will drive sales across the forecast period

CATEGORY DATA

Table 65 Off-trade Sales of Bottled Water by Category: Volume 2016-2021 Table 66 Off-trade Sales of Bottled Water by Category: Value 2016-2021 Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021 Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021 Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021 Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021 Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021 Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021 Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026 Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026 Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026 Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026

Sports Drinks in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Reopening of sports facilities helps sports drinks sales recover in 2021
Local origins and strong promotion help ensure A Le Coq’s continued dominance
Shifts in consumer behaviour boost isotonic drinks and e-commerce

PROSPECTS AND OPPORTUNITIES

Demand for sports drinks will be boosted by increasingly hot summer temperatures
Scope for strong growth in a developing category, as Estonians embrace sporting activity
Functional bottled water poses a threat, but sports drink players can rise to the challenge

CATEGORY DATA

Table 77 Off-trade Sales of Sports Drinks: Volume 2016-2021 Table 78 Off-trade Sales of Sports Drinks: Value 2016-2021 Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2016-2021 Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2016-2021 Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2017-2021 Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2018-2021 Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2017-2021 Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2018-2021 Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2021-2026 Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2021-2026 Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2021-2026 Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2021-2026

Energy Drinks in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Energy drinks sales recover in 2021, as foodservice outlets and sports facilities reopen
Coca-Cola and Red Bull steal the limelight thanks to global recognition and heavy investment in promotional activities
Leading players invest in new products to attract consumers

PROSPECTS AND OPPORTUNITIES

Energy drinks will get a boost as more Estonians return to on-trade outlets, but unhealthy image poses a serious challenge
Energy drinks continue to be heavily promoted to younger people
Scope for local players to meet demand for healthier energy drinks

CATEGORY DATA

Table 89 Off-trade Sales of Energy Drinks: Volume 2016-2021 Table 90 Off-trade Sales of Energy Drinks: Value 2016-2021 Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021 Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021 Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021 Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021 Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021 Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021 Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026 Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026 Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026 Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026

Concentrates in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Concentrates volume sales decline as country comes out of lockdown
Health and wellness and convenience trends continue to limit growth in 2021
Strong local positioning ensures Orkla Eesti remains in pole position as Rongu Mahlad plays catch up

PROSPECTS AND OPPORTUNITIES

Powder concentrates faces stiff competition from other soft drinks, but liquid concentrates may get a boost from new Ikea opening
Gloomy outlook for concentrates as unhealthy profile stifles innovation and growth
New product developments within powder concentrates may enable smaller players to grab share
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format

CATEGORY DATA

Table 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021 Table 102 Off-trade Sales of Concentrates by Category: Value 2016-2021 Table 103 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021 Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021 Table 105 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2017-2021 Table 106 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021 Table 107 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021 Table 108 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021 Table 109 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021 Table 110 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021 Table 111 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021 Table 112 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021 Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026 Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026 Table 115 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026 Table 116 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026

RTD Tea in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

RTD tea remains niche in Estonia in 2021
Fuze Tea dominates in a category targeting younger consumers
Growing health awareness boosts demand for sugar-free RTD tea

PROSPECTS AND OPPORTUNITIES

Potential implementation of sugar tax threatens retail sales, but resumption of on-trade sales will boost growth
Weak product selection to continue limiting sales in an arena dominated by Fuze Tea
Health and wellness trend to impact new product development in RTD tea in the future

CATEGORY DATA

Table 117 Off-trade Sales of RTD Tea by Category: Volume 2016-2021 Table 118 Off-trade Sales of RTD Tea by Category: Value 2016-2021 Table 119 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021 Table 120 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021 Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021 Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021 Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021 Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021 Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026 Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026 Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026 Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2021-2026

RTD Coffee in Estonia

KEY DATA FINDINGS

2021 DEVELOPMENTS

Rising demand for convenience fuels interest among consumers
New product developments fuel dynamic growth within RTD coffee
Paulig Coffee Estonia takes the lead in off-trade value terms in 2021

PROSPECTS AND OPPORTUNITIES

Prospects for on-trade sales remain bleak unless awareness rises
Increasingly hot summers bode well for sales of RTD coffee in the future
Improved positioning across more retail channels offers RTD coffee scope for growth

CATEGORY DATA

Table 129 Off-trade Sales of RTD Coffee: Volume 2016-2021 Table 130 Off-trade Sales of RTD Coffee: Value 2016-2021 Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2016-2021 Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2016-2021 Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2017-2021 Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2018-2021 Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2017-2021 Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2018-2021 Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2021-2026 Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2021-2026 Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2021-2026 Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2021-2026
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
      • Low Calorie Cola Carbonates
      • Regular Cola Carbonates
      • Lemonade/Lime
      • Ginger Ale
      • Tonic Water/Other Bitters
      • Orange Carbonates
      • Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
    • 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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This report originates from Passport, our Soft Drinks research and analysis database.

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